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by Mike Essex on 4th January 2011
Companies that want to make better decisions about the future direction of their pay per click campaigns should make sure they are correctly analysing the data available to them.
According to Search Engine Land commentator Brad Geddes, this is now easier for users of pay per click services to achieve thanks to Google recently making more information about AdWords accounts available to them.
"If you have not looked through these new reports, you should spend an hour segmenting your AdWords data, making custom reports, examining bounce rates by placements, looking at conversions by hour, etc," he advised.
Mr Geddes said this will allow businesses to get a better understanding of the patterns behind their pay per click spending, as well as allowing them to gain insights into conversion rates.
Last week, Practical Ecommerce columnist Scott Smigler recommended that companies running this type of advertising review the success of their current set of commercials as 2011 gets underway.