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by Mike Essex on 17th September 2010
Companies looking for insight into their online marketing campaigns have been advised to make use of AdWords Search Funnels.
Brian O'Sullivan, a member of the Google Analytics team, explained that reports from the tool can give users of pay per click management services plenty of data about how their advertising efforts are progressing.
"You can see information as diverse as how long it took from users first seeing an ad to converting, to which keywords had the best ratio of providing assists to last click conversions," he said.
He added that one of the best things about online advertising is its accountability, as it is possible to track conversion rates from internet commercials.
Earlier this week, Search Engine Land commentator Josh Dreller said pay per click campaigns should be constantly evolving.
He stated that successful marketing on this channel requires strategic bidding, plenty of research and ongoing analysis of a company's account.