O'Reilly logo

Yahoo!® Web Analytics: Tracking, Reporting, and Analyzing for Data-Driven Insights by Dennis R. Mortensen

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

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 ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required