Microsoft AdCenter run a blog called adCenter Community, where recently they posted an entry on Web Analytics. We like the focus on metrics - but are CPCs, clicks, impressions and conversions the most important thing to look after?
Managing PPC campaigns requires expert experience – since you are not dealing only with numbers, but people. So, as mentioned on the post, one summary of successful metrics would be:
Engagement
We don’t want only page views. We want loyalty, we want interaction. That’s engaging. People exchanging feelings with your Brand.
Reach
Are the people visiting your site from your target market? What proportion of your target has seen your site?
Bounce Rate
If the question is how to reduce bounce rate, the answer is targeting.
Segmentation
People are different, people are unique. And your Ads should be too!
Microsoft adCenter Labs is an applied research group dedicated to researching and incubating new digital advertising technologies. Formed in 2006, Microsoft adCenter Labs combines the talents of more than 120 top researchers and engineers, all dedicated to developing cutting-edge ways for consumers and advertisers to connect. Our researchers work across a broad range of technology areas, including keyword and content technologies, audience intelligence, ad selection and relevance, social networking, and video and interactive media. The algorithms developed by our team operate in the engines of Microsoft adCenter products such as Paid Search, Content Ads, and Behavioral Targeting. We are also committed to investing in developing online advertising products that will shape the future of advertising through more relevant and meaningful ads across online video, television and mobile devices.
Source: http://adlab.msn.com/
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