Information Technology Reference
In-Depth Information
Search Engine Content Networks
Search engine content networks help publishers monetize their inventory by matching a site's
content with a keyword and thus an audience, as if they have searched. The content network
automatically crawls the content of the publisher's pages and delivers text and image ads that
are relevant to the publisher's audience and site content. You see these ads on websites such as
CNN.com, where they are delivered by Google and identified as “Ads by Google.”
Comparing Search Engine Data to Your Website Data
the traditional paid search consists of the following metrics on the search engine side:
S
•
earch listing (Keyword)
m
•
atching Options
m
•
ax cPc (Bid)
288
•
a
d impressions
•
c
licks
•
S
earch listing total cost
•
earch listing avg. cost per click
a
S
•
verage Position
these paid search engine metrics are all metrics you have to compare with your
website-side behavioral data. But as farfetched as it may sound, some marketers do
paid search engine optimization using only these metrics. it is your task to make sure
that this does not happen, however sophisticated the search engine's setup might be.
For you to truly optimize, you must know what happened after the paid search
click. it is
after
the click when you make your money.
So what's the conclusion to all this? Well, it is important that you agree that we
just have to live with two systems and two sets of data: the search engine data and your
web analytics data. With two sets of data, collected and presented from two different
systems, we cannot expect everything to match up 100 percent. But you must try to
connect the two to achieve paid search optimization.
Detailed Paid Search Reporting
not only is the campaign summary the most obvious place to start your detailed paid
search reporting, it is also the
best
place to start.
