Today has me thinking on the subject of measuring keyword performance. I’m about to begin a relatively large scale campaign on both the organic and PPC side for a client and have wrestled with the neccessary facts and figures to track in order to have reasonable metrics. Here’s a short list I’ve composed:
- Searches per Month – From Overture & WordTracker
- Daily Click-Throughs in Position 1 at Google & with Overture
- Conversion Rate per Term
- Visit Length per Term
- Avg # of Page Views per Visitor for Given Term
- Avg Sale per Conversion
- ROI Rate for Term
- Historical/Seasonal Fluctuation of Above Numbers
I’ll probably be adding metrics to track all the time, but at least with these as a starting point, I can attempt a coherent report to make sense of the data. I’m looking forward to starting a new campaign from the ground up, as maintenance and innovation have been in the driving seat over the last year.
