Paid search management made easier.

Up until now, I have kept my topics largely centered around leveraging baseline server statistics. Today, however, I wanted to address some of the capabilities of more enterprise level web statistics packages in getting the most out of your Google Adwords or Yahoo Search Marketing campaigns.

If you have a search engine marketing company doing this for you already, please read no further. However, if you have the time, resources and inclination to tackle running a PPC campaign by yourself, please follow along.

In the first part of this series I talked on a high level about tracking your campaigns, and today I wanted to drill down a bit deeper for the PPC experts to be. I've said it before and will say it again, if you're not performing analytics on your paid search campaigns, then you're wasting money, plain and simple. Whether you choose to use the increasingly robust free options for analytics, or something more extensive like Clicktracks or Omniture, you can also choose how in depth you choose to go with your analytics. But you have to start somewhere.

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