Posted by: Shannon Denny, Senior Marketing Coordinator

You’ve implemented your Pay-Per-Click (PPC) campaign and are thrilled to see users are clicking on your ads, but it is important to evaluate the metrics below to ensure you’re getting the most qualified users to your site and are seeing conversions from them too.

Clicks
When implementing a PPC campaign, one of your goals is to drive traffic to your site. If a user clicks on your ad, it means it stands out among your competitors and is relevant enough for the user to check it out, potentially driving a conversion. If your campaign isn’t seeing many clicks, you should evaluate the keywords you are bidding on and the messaging of your ad to make sure they are relevant. read more »

Posted by: Leslie Russell, Marketing Coordinator

Your search engine optimization (SEO) campaign is in place, but what are the metrics to measure its success? Are people really finding your site through organic listings? Are you bringing in new qualified visitors? Are your keywords the right keywords to optimize for? The success of your SEO campaign can be assessed in many ways:

Keyword Rankings
When you began your SEO campaign, you determined a list of keywords to optimize for. Before optimizing, conduct some searches on the top three engines – Google, Yahoo! and MSN – to see what sites are coming up within the first page of results. Throughout the SEO campaign, perform spot checks manually, or utilize tools (some of which are subscriber-based), to determine if your site’s rankings have improved.  read more »