This section meant to show you how to combine the power of pay per click search engines with your organic search engine optimization in order to achieve the highest possible rankings from your effort.
It is crucial that you optimize your performance with both Paid programs as well as free listings. Search engine marketing is like playing 3-D chess—it is complex and multi-dimensional. To win, the marketer must not only select the right keywords and align them with content that matches the user’s query target, but also select the right search vehicle for each keyword.
The marketer must weigh the value of long-term results gained from organic search listings against the short-term returns of paid advertising. In most cases, the right answer is to have a balance of both.
It is a misconception that free listings do not generate traffic. In fact, the top 2 free listings receive more than 50% of the clicks. This is too high a number to ignore. You would be missing out on important traffic if you completely ignore free search engines. On the other hand, paid listing bring you focused traffic.
This again supports the fact that a balance of both kinds of listings is extremely vital for successful Search Engine Marketing.
ROI Tracking Tools
There are several tracking tools that measure the traffic coming to your website and that can identify what search engines and what keywords have brought that traffic. Moreover tracking tools can also tell you what the visitor has done online, including page visits, time spent, actions taken (relevant for e-commerce sites or query/contact forms) and so on. You will have to find your survey methodologies to relate the traffic history to the revenue results. Some of these are mentioned below:
DoubleClick’s DART
http://www.doubleclick.com/us/advertisers/adserving/dart5/
DoubleClick’s DART paid placement and advertising ROI tracking tool generates web-based reports on cost per click, number of clicks, overall media cost, conversion rates, gross sales, return on investment (ROI), and net profit. Such tools are suited to online merchant sites.
WebTrends from NetIQ
Offers server-based software to determine how many visitors are coming to the Web site, where they’re coming from, what they’re doing on the Web site, and which search engines are sending the most traffic, along with which phrases drive the most traffic from each search engine.
HitBox from WebSideStory
It uses a different data collection method, by enabling site owners to add code to their site. It tracks the same type of information that the WebTrends product does.
Urchin
http://www.urchin.com/
This is another useful measuring and tracking tool.
GOOGLE ANALYTICS – Free and Fantastic
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