Information Technology Reference
In-Depth Information
any decent campaign summary will provide you with information on the high-
level facts, such as the following:
P
•
aid Search
O
•
rganic Search
•
O
ther campaigns
•
O
ther referrals
•
d
irect traffic
these rows appear in the sample campaign summary shown in Figure 11.4.
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Figure 11.4
Default top-level campaign summary
this is not where you will get the bulk of your insights, but it does put in per-
spective some interesting facts. Using Figure 11.4 as an example, we see that paid search
is driving about 50 percent of our traffic generation and approximately 45 percent of
our online revenue. that only confirms the importance of paid search within this orga-
nization. But it also illustrates another fact: With this amount of traffic attributed to
paid search, the optimization task ahead is less likely to be about volume and a whole
lot more about effectiveness of such elements as visit-to-sales conversion. acknowledg-
ing this moves you toward making a decision on whether future optimization projects
should focus on growth or effectiveness.
in our campaign summary, we should be concerned about the limited contribu-
tion organic search has to our search marketing program.
So don't underestimate the value of using high-level numbers to determine your
strategy for growing the organic channel and optimizing the effectiveness of the paid
channel. these are important decisions, and just because getting the numbers is easy,
that does not mean it is any less valuable.
Our next step (concentrating on just one channel, paid search) is to add a search
engine dimension to our report, as shown in Figure 11.5. remember, you can make a
setup like this the default in your campaign summary.
