12 Tips for Winning at Search Engine Marketing

Tip No. 3: Understand that tracking is essential.

Running paid search campaigns without proper tracking is like flying a plane blindfolded. At minimum, track to match your paid search advertising expense to resulting revenue and orders at the most granular level. Your site infrastructure may provide these data, or you may need to bring in third-party tracking. Advanced tracking systems should offer bid management, statistical analysis and metadata management.