Copyright © Craig Warren
Keyword tracking allows a site owner to know what keyword
searches are resulting in sales. Search term information
can be logged into a database and presented to web site
owners in a meaningful format. This data can be used to
see which keywords are producing the most sales per
search and to determine where to focus web marketing.
What Search Engine or Web Site
Knowing what search engine a sale has originated from
allows site owners and marketers to know where their
efforts are paying off the most. Good tracking and
analysis software will also show what web site referred
visitors. Knowing what sites are sending the most
visitors allows site owners to give special attention to
ensuring this traffic continues and increases. Knowing
what referrers are generating the most sales further
allows a site owner to hone his or her marketing efforts
toward site referrals that result in the most sales.
What Keyword Was Searched For
Knowing what keyword searches are resulting in sales on
a site allows the owner to focus more on those words.
Perhaps you are marketing your site for two main
keywords, “air hook widgets” and “air hooks.” Using
keyword tracking that traces keywords down to the
sale ensures that you will know if searches for “air
hook widgets” convert into sales more often than
visits resulting from searches for “air hooks.”
Sales Conversion Ratio of Keywords and Return on Investment
Tracking keyword searches through to sales allows
site owners to determine the return on investment.
If a web master spends $100.00 on the pay-per-click
keyword “air hook widgets” and sells $1000 worth of
product, his or her return on investment is likely
very good. If the same web site owner spends $100.00
on the keyword “air hooks” and sells $200 worth of
product, it is likely that the return on investment
was not as great. Of course, if the markup or profit
on one product is greater than on another, this must
be taken into account.
Cost of Keyword
If a web marketer is using pay-per-click engines,
knowing exactly what has been spent on a keyword
and what the return was, allows money to be put
where it will do the most. Keyword searches,
unlike many advertising mediums, are targeted
by the viewer. For this reason, in addition to
the accurate return on investment feedback,
keyword marketing can be very worth the cost.
Added Benefit of Branding
Marketing your site by keyword in pay-per-click
engines means that you will only be charged if a
person clicks through your ad to your site.
Pay-per-click ads and organic search listings
have the often overlooked added value of showing
the ad or listing many times over in addition to
the clicks the ad or listing receives. Only a small
percentage of people are likely to click on a keyword
ad or search result listing, yet your ad or listing
will be visible time and time again to people searching
for terms you have bid on or marketed, increasing your
site branding. Nonetheless, care should be taken to
generate a compelling key word ad or page description,
since in most cases you will want to receive as many
clicks as possible.
In conclusion, if you are spending money on search
engine marketing, it is often well worth the effort
to track your keywords through to sales. Without
tracking your keywords, you will not know where your
efforts are paying off. By tracking your keywords,
you are able to put your efforts where they are
paying off the most.
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