Consider the promising new keyterms for your next round of organic SEO. Does
a place exist for these new terms on your site right now? Maybe they’re already well
matched with a landing page and it’s just a matter of inserting them into the text and
meta tags. As you incorporate new keywords into your organic efforts, you may want
to drop underperformers from optimization and tracking.
Whether you start modifying your organic efforts today or put it off until
your entire team reaches consensus will depend on your personal and organizational
Closing the ROI loop on your PPC campaign can range from an art form to a purely automated
process.The Left Brain and Right Brain describe differing approaches.
The Right Brain says,
“A little knowledge is a wonderful thing. But a limitless supply of raw
data—which PPC services are very good at delivering—is difficult to wrap your mind around. An
average do-it-yourself SEO may have a very hard time tackling this data,much less arriving at a
“So don’t expect perfection, either in your campaign or your ability to assess it! It’s all about evolv-
ing toward a better ROI. Start simple, with the broad-brush, trust-your-gut-instinct ways that help
determine if your SEO campaign is on the right track. If you’re not comfortable with your method
of assessment,keep your budget small until you find the method that’s manageable for you and
that offers data you feel you can trust.Remember, the ROI loop is a circle, not a straight line.”
The Left Brain says,
“I agree that some degree of instinct-based approach is needed for difficult-
to-track conversions. But for more straightforward e-commerce sites, or anyone with a clear
method of measuring profit per conversion, PPC offers the opportunity to be more empirical in
your approach. For one, you know what your conversions are worth, so you can set your bids as
high as possible while still delivering a comfortable profit margin.
“Of course,bids are not the only factor in PPC ranking, and they may not even be the most important
one.After all,even a top-ranked ad is worthless to you if your ad copy is no good.Ongoing scientifi-
cally run A/B testing can help you improve both your ads and your ROI. And there are even compre-
hensive, automated PPC campaign management solutions,such as the proprietary one used by
Did-it.com,that will help track and analyze your PPC campaign for you. If you’re ready to invest in
closing the loop in a more sophisticated way,these solutions might be a good match for you.”
Make a list of promising new keyterms from your PPC campaign or existing organic ones whose PPC
performance was below your expectations.
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