Information Technology Reference
In-Depth Information
Paid Search Analysis
and Optimization
This chapter is not about how to work with the
Yahoo! Search Marketing or Google AdWords
11
interface; instead, we'll focus on evaluating and
optimizing your paid search initiatives. I'll start by
discussing the basic objectives of running a paid
281
search campaign and how you perform detailed
reporting on it. Then we'll jump into optimiza-
tion for both e-commerce and content sites, and
explore the implications of organic search.
Chapter Contents
Defining Paid Search Objectives
Getting Started with Paid Search Analysis
Detailed Paid Search Reporting
Optimizing Paid Search for an E-commerce Site
Optimizing Paid Search for a Content Site
Balancing Paid Search with Organic Search
