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Paid Search: Measuring Keyword Intent Early In The Game

When you walk into a supermarket, there are products that you automatically put in your cart (IE. gallon of 2% milk, Golden grahams cereal, etc..) Too much info! Anyways, there are always other items that require you to either read the label, look at the price, compare it to others, etc… and sometimes you decide to  put it in your shopping cart or put it back on the shelf. If you were the marketing person for that supermarket, wouldn’t you want to know why they had interest in the product and they chose not to buy it? Was it price? Ingredients, Trans Fat, whatever. Well, it’s the same questions that drive us crazy in the on line world.

For example, when launching a brand new SEM campaign for a client or for company, it’s imperative to figure out what is working and what is not working at the earliest levels of the life cycle of the campaign. The idea of  "set-it & forget" approach may have worked for Ron Popeil and his Ronco infomercials, but if we did that here, it would just be a waste of your hard earned dollars. Wouldn’t you want to know what keywords are actually stimulating interest and most importantly measuring intent to buy? The answer is Yes! Let’s discuss….

There are millions of possible keywords out there, and some of them contribute "interest" and others that don’t. Getting ahead of the game by monitoring this behavior using web analytics is crucial to SEM Success. So, in order to be able to paint a picture of what keyword groups are worth expanding and focusing more attention on, you will need to create a report where you measure the following metrics.

  • Keyword
  • Click thrus
  • Carts
  • Cart Views
  • Cart Additions
  • Cart Removals
  • Orders
  • Revenue


With a simple report like this shown above, you are able to get a "scent" of what is appears to be working in terms of the following:

  • Qualified visitors from select keyword phrases
  • Ad creative messaging
  • Landing Page Relevancy
  • Conversion Analysis (shipping $$, cart problems, etc…)
  • Overall interest of the products/service you are advertising.



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