Online Marketing Strategies from MarketerInsight

With the short term understanding and business intelligence that can be extracted from a Paid (Pay-Per-Click) Search campaign, Search Engine Optimization performance (SEO) campaign performance can be maximized. At the root of all search marketing campaigns, a keyword exist. Understanding which keywords result in conversions (whether it is a new account, lead or transaction) and the return on the click spend, can begin to identify ways to maximize search marketing performance.

For example if you know that for every $5 in click costs for keyword A, you can generate $10 in margin for an ecommerce transaction that would be important to know. Identifying keywords that perform well and meet search marketing performance thresholds will enable marketers to leverage and maximize SEO campaign performance.

Many marketers will make assumptions when selecting keywords for an SEO campaign that can take several months before there is an understanding of conversion analysis. Meanwhile an opportunity is lost and expense is incurred that could have been avoided.

Smart marketers will want to leverage the search marketing performance of a paid search campaign that can easily test keywords before selecting keywords to optimize for an SEO campaign.

Do you agree? Why or why not? And what are best practices when you don’t have campaign performance from a paid search campaign? I will blog on this one another day.