June 15, 2007, Newsletter Issue #68: Set informed and realistic PPC goals, and track and analyze based on those goals.

Tip of the Week

Thousands of “hits” are neither the universal goal nor a necessarily meaningful metric for your pay-per-click tracking analysis. Because “hits” refers to each piece of a site that is downloaded, including all graphics files, the hits metric might help you identify how much information visitors are viewing, but it will not help you gauge how many unique visitors there are to your site. Therefore, when you set goals for your PPC campaign, try to set a unique visitor goal. Moreover, decide if you want to optimize your pay-per-click campaign for volume or for “qualified” visitors. Depending on what you use your web site for, the balance between indiscriminate and qualified viewers may change over time. Pay Per Click Management and pay-per-click tracking analysis tools will help you identify visitors and what they do so that you can gauge the effectiveness of your campaign at a moment in time and over time.

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