12 Tips for Winning at Search Engine Marketing

Tip No. 11: Use databases and statistics to conquer complexity.

Paid search campaigns quickly get complex: You’ll probably test thousands of terms across multiple engines, crossed with different creative treatments and bidding strategies.

Well-designed databases can keep all your cells organized. Demand simple and useful reports to drive marketing decisions. Statistical approaches can help by clustering and summarizing results. When evaluating the performance of a cell, a cluster of cells or a campaign, consider the statistical uncertainty of your results.