Chapter 11. Paid Search Analysis and Optimization
This chapter is not about how to work with the Yahoo! Search Marketing or Google AdWords 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 search campaign and how you perform detailed reporting on it. Then we'll jump into optimization 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
Defining Paid Search Objectives ...
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