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Paid Search Metrics that Are Popular for No Reason

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In our final post in our series on metrics, let’s take a look at metrics that are often tracked but actually provide little value to marketers in the big picture.  Paid search can be overwhelming.  There is a lot of data and it is moving fast!  When setting up reporting to help you focus on where to optimize, feel free to leave this data by the wayside:

Evaluating the success of a paid search campaign requires marketers to carefully assess marketing metrics before jumping to conclusions. Looking at high level metrics in isolation rarely represents the state of an account accurately.  Instead, marketers must take a deeper look at each metric and how they interact with each other to truly gain insight into which levers to pull, and which to leave alone.   Data is powerful, if you know how to use it.

About Katie Carlson

Katie Carlson is an Account Manager at The Search Agency that specializes in SEM. Working in the Online Marketing space since 2007, she has managed web experiences and online media buying for national and global brands. Katie’s experience ranges from content creation to affiliate management. In 2010, her responsibilities shifted to focus on the management and optimization of direct response paid search campaigns as a primary revenue channel in the financial vertical. Katie graduated from Mount Saint Mary’s University with a Bachelor’s in Business, a Concentration in Marketing and a Minor in Rhetoric Communications. In 2011 Katie completed a Master’s in Business Administration from Loyola University, Maryland. She enjoys watching college basketball and playing in city sports leagues.