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Keyword_Tracking
| Keyword Tracking
Keyword tracking allows a site owner to know what keyword
searches are resulting in sales. Search term information can be
logged into a database and presented to web site owners in a
meaningful format. This data can be used to see which keywords
are producing the most sales per search and to determine where
to focus web marketing.
What Search Engine or Web Site
Knowing what search engine a sale has originated from allows
site owners and marketers to know where their efforts are paying
off the most. Good tracking and analysis software will also show
what web site referred visitors. Knowing what sites are sending
the most visitors allows site owners to give special attention
to ensuring this traffic continues and increases. Knowing what
referrers are generating the most sales further allows a site
owner to hone his or her marketing efforts toward site referrals
that result in the most sales.
What Keyword Was Searched For
Knowing what keyword searches are resulting in sales on a site
allows the owner to focus more on those words. Perhaps you are
marketing your site for two main keywords, "air hook widgets"
and "air hooks." Using keyword tracking that traces keywords
down to the sale ensures that you will know if searches for "air
hook widgets" convert into sales more often than visits
resulting from searches for "air hooks."
Sales Conversion Ratio of Keywords and Return on Investment
Tracking keyword searches through to sales allows site owners to
determine the return on investment. If a web master spends
$100.00 on the pay-per-click keyword "air hook widgets" and
sells $1000 worth of product, his or her return on investment is
likely very good. If the same web site owner spends $100.00 on
the keyword "air hooks" and sells $200 worth of product, it is
likely that the return on investment was not as great. Of
course, if the markup or profit on one product is greater than
on another, this must be taken into account.
Cost of Keyword
If a web marketer is using pay-per-click engines, knowing
exactly what has been spent on a keyword, and what the return
was, allows money to be put where it will do the most. Keyword
searches, unlike many advertising mediums, are targeted by the
viewer. For this reason, in addition to the accurate return on
investment feedback, keyword marketing can be very worth the
cost.
Added Benefit of Branding
Marketing your site by keyword in pay-per-click engines means
that you will only be charged if a person clicks through your ad
to your site. Pay-per-click ads and organic search listings have
the often overlooked added value of showing the ad or listing
many times over in addition to the clicks the ad or listing
receives. Only a small percentage of people are likely to click
on a keyword ad or search result listing, yet your ad or listing
will be visible time and time again to people searching for
terms you have bid on or marketed, increasing your site
branding. Nonetheless, care should be taken to generate a
compelling key word ad or page description, since in most cases
you will want to receive as many clicks as possible.
Conclusion
In conclusion, if you are spending money on search engine
marketing, it is often well worth the effort to track your
keywords through to sales. Without tracking your keywords, you
will not know where your efforts are paying off. By tracking
your keywords, you are able to put your efforts where they are
paying off the most.
About the author:
Halstatt Pires is an Internet marketing consultant with
http://www.marketingtitan.com - an Internet marketing firm in
San Diego offering automated web site systems through
http://www.businesscreatorpro.com.
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