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Overview:

From its humble beginnings in 2000, when it accounted for less than 1 percent of online advertising spend, Search Engine Marketing (SEM) has emerged as one of the most powerful marketing strategies available. Today, roughly one of every two online purchases is preceded by an online search (DoubleClick, “Search Before the Purchase”, 2/2005).

While SEM can be incredibly lucrative, it is anything but easy. To maximize success, you must constantly manage SEM to your bottom line. How do you know if your SEM campaigns are working and when they are not? How do you seamlessly connect clicks with conversions and ROI? In this whitepaper, we’ll answer these and many more questions, and discuss how to perform effective keyword analysis and optimization using a Web analytics platform like Omniture SiteCatalyst. When you’re finished, you can be sure you’re getting the most out of your SEM buck.

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