If you’re running a search engine marketing campaign you are no doubt spending a lot of time looking at your keywords, your ad groups and how much you spend each month. Overtime you should ideally be increasing your click through rate whilst at the same time decreasing your cost per click. Hopefully you have got some conversion tracking on your campaign too so that you can tell how effective your clicks are at converting visitors to something meaningful to your site – this could for example be a registered user, a newsletter subscriber, a shopper or someone inquiring about your product/service.
Don’t forget that whilst SEM is largely about ensuring your listing is showing for key search terms in search engines that it’s also about a lot more than that. Make sure you think about what people see beyond that paid for click – the landing page. Will the reach the information they are expecting? Have you got key call’s to action on those pages to encourage them to get to that conversion point on your site? How can you make sure that you won’t loose that person when they are done on your page?
All these things need to be working in unison to have a successful search campaign and with the measurement and accountability that is available today, there is no reason not to have your search engine campaign running like a fine oiled (and results-driving) machine.