Optimizing Keywords for better Campaign performance

Online marketing deals with various metrics. In a search based advertising it is the dual combination of the product and the keywords. To achieve the goal it is essential to place focus in optimize the campaign. The optimization should be applied to granular level possible. It is necessary to ensure the AdText, AdGroup and Keyword are tightly focusing towards the deliver the message to the audience and buy related traffic.

The sample report below represents various metrics to consider while optimizing the Keywords. This  report could provide a general guidance on how a keyword level report could be implemented and monitored on a daily basis. It also provides a guideline if the keywords are meeting its top level ROI target.


Posted at at 5:53 AM on Friday, July 27, 2012 by Posted by Rabin Gupta | 0 comments   | Filed under:

Email Marketing in Fashion Industry Sample Report

In my earlier post in June 2011No Traffic Segmentation is a Crime Against Analysis the emphasis of data segmentation and a short overview on the things which are needed to consider was mentioned. Segmenting the data to view the performance of the site will always yield into new discovery. Having mentioned segmentation it is always necessary to consider the Email marketing channel. The segmentation is a must and it should always be always measured against its KPI. Every vertical should have a KPI, if the vertical is not measured against the KPI there must be something wrong with the vertical itself and it is worth completely deleting the vertical.

Email marketing is one of the most profitable vertical and a it should be measured against its KPI. The KPI for email could be:

  • Click Rate
  • Open Rate
  • Total Email Sent
  • Conversion Rate

It could be measured weekly and compared against prior week. The delta difference would give indicative number and percentage change would provide the measurement against the prior week.

It is also good to have other metrics summarized by weekday to analyze the result. The weekday summary would allow to target the sales on a weekday basis.

Please see below a sample weekly report:

Posted at at 11:22 AM on Friday, June 29, 2012 by Posted by Rabin Gupta | 0 comments   | Filed under:
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