Get Deep with Your Data

You spend a notable amount of time researching keywords, writing titles and descriptions, plus designing landing pages. Each component independently impacts your bottom line. As such, it's important to evaluate the performance of each piece of your paid listing campaign.

A top-level tracking view would be similar to the example I gave in the last chapter: $15,000 in sales from $5,000 in ad costs. A deep or granular level of tracking reveals profit and loss by specific components . Perhaps the $15,000 in sales resulted from five keywords that equaled $3,000 of the total ad cost. The remaining 10 keywords used $2,000 of the budget and delivered zero sales. What would you do? Cut those 10 keywords and save $2,000 of waste. This example barely breaks the surface of the detailed level of data at your fingertips. Dig deep to find gold.