Step 1 - Campaign Rundown

You've implemented the strategies and techniques we've discussed up through Part 8.   By this time, you already have feedback from your Google Analytics data, you have an idea of how your active keywords are performing in the major search engines, and you've been running an economical AdWords campaign. 

This step addresses how to process and centralize this information in a quick Campaign Rundown - divided into two core sections:

1.  Non-Paid Search (Search Engine Optimization) 2.  Paid Search (PPC Advertising)

Below are checklist items and important points of consideration for both sections of your overall Internet marketing campaign.

  Non-Paid Search Campaign Performance

• Check positioning for the active list in your keyword portfolio

• Use DNN SEO Central to automatically retrieve your exact rankings in Google, MSN/Live, & Yahoo! and even track competitor SEO campaigns

• If you don't have DNN SEO Central, manually check your rankings in each of the major search engines

• In Google, change "Preferences" to show 50 search results at a time for a given keyword

AdWords Campaign Performance

• Check the average daily cost of your campaign AND...

• Total amount spent over a period of one month

• Average clickthrough rate (CTR) - % of people who see your ads and click on them

• Total# of clicks and your avg. CPC (Cost Per Click)

• Remember to enable conversion tracking!
   

Insert the conversion tracking script within the code of your site.

• Determine your overall conversion rate and purchase conversion rate

• Calculate your average cost per sale

• Look carefully at your Quality Scores  More... 

    Systematically Monitor Progress

What we're after in a Campaign Rundown is having an efficient way of evaluating growth and progress in your overall Internet marketing campaign.  The overarching aim is clearly to generate the highest ROI possible from both SEO and Paid Search.

Unlock the full version of Step 1:  Campaign Rundown.