Long Term Plans
The implementation of this kind of deep analysis takes time to set up. The time investment is well worth it. It may be tempted to rush ahead and start a keyword marketing campaign without the kind of knowledge the analytics can provide, and indeed the clicks will certainly be generated. The problem comes months later, when you struggle to identify which clicks are truly generating sales.
Spending your Budget with Strategic Precision
The granularity that analytics provides allows you to identify which keywords are performing and which are not. With this information in hand, you can easily choose a handful of keywords to decrease your budget for ? or eliminate entirely. The money you save by not bidding on these keywords you can use to increase your budget for the keywords that do work. You?re not paying anything more than you were before. You?re simply using your existing budget more wisely, and reaping the benefits of those extra sales. With the extra profit you make from more accurate keyword targeting, you can invest in even higher traffic.
Broadening your Horizons
With analytics, you can do more than simply narrow down the keywords you focus on. You can spend a month or two investing in new keywords. As long as you?re tracking the exact effect these keywords have on your bottom line, you?ll be able to decide whether a new keyword is worth it. All without sacrificing your existing keyword plan. You might spend a month investigating a new keyword only to find that it?s an over-priced and highly competitive mess that doesn?t result in more than a handful of new conversions.
On the other hand, you might just as easily stumble into a keyword that costs virtually nothing and has an incredibly high conversion rate. Without knowing exactly what the keywords are doing to your conversion rate, you have no way to tell which is which ? unless you?re doing them one at a time, and accounting for your existing traffic and non-PPC advertising, which you need analytics to do to begin with. Read more about analytics strategy.
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