don’t have a conversion tracking method in place, you may not have much to write in
this section. Make your best estimate—next month you’ll devote an entire week to
establishing conversion tracking.
Take a look at this month’s conversion data as compared to last month’s. If
there are differences, what caused them? Separating out all of the different factors that
contribute to your bottom line—SEO efforts, seasonal effects, even regular month-to-
month fluctuations—is almost impossible. Your mission over the coming months will
be to separate out the effects of your SEO campaign as well as you can. If there are any
results that you
attribute directly to your SEO efforts today, make a note of them
in your report. Here are some examples:
• Listing our site in the Outdoor Lifestyle Directory has resulted in a branding
boost and a 7 percent increase in page views.
• Since we succeeded in getting the Quilting Supplies page indexed in all four
search engines, we have seen a 27 percent increase in cotton batting sales.
• Four hundred click-throughs on our PPC campaign resulted in 16 sales of wine
Thursday: Monitor PPC Ads
Each month, your report will include important information about your spending and
accomplishments with your PPC ad campaigns. This month, be sure to touch on these
• Campaign setup info
• Monthly PPC performance data
• Top performing keywords
• Changes to campaigns
Here are some guidelines for making the most of the data you get from your
Write your conversion data and commentary in your Monthly Report.
Open your conversion tracking document and record this month’s data.
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