- Track at both the keyword and the ad level
- Pay as close attention to your organic search results as you do to your PPC results
- Choose your tracking technology carefully; if possible, use multiple redundant solutions
Another great search marketing session at ACCM 2008 was “Conversion is your secret weapon,” given by Wine Enthusiast’s VP of marketing Glenn Edelman and The Rimm-Kaufman Group’s Larry Becker. The first part of the session concentrated on in-depth ways of determining advertising ROI and effectiveness. The general advice that Web marketers get on this subject can be pretty lightweight, but these guys gave some really great advice:
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