Pay per click marketing offers a simple and accountable metric for measuring the success of an advertising campaign, according to a marketing website.
Pay per click marketing is effective because it can retain its results-driven accountability, according to an online marketing organisation.
MarketingSherpa pointed out that conversion metrics for other forms of marketing can often be more complex, such as in the case of online banner advertising.
Through the accountability of pay per click ads, advertisers will have more data with which to make decisions relating to the company's marketing strategy.
The website said: "Ideally, an organisation will collect multiple conversion metrics in order to gauge the effectiveness of search marketing throughout the purchase funnel, not just at the end."
Another problem pointed out on the website is that conversion events can be anything the marketer decides it wants to be, because in analytics it is a user-defined event.
Recently the website looked at a case study of the best ways of reaching international audiences with pay per click campaigns, which suggested tweaking keywords gradually and building a basic website with plenty of in-country inbound links.
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