SEM and Analytics Example

This is an interesting example of how important it is to understand your analytics data to make sense of unusual activity. From the PepperjamBlog:

"One of our clients spends about $2,500 per day on Yahoo Search Marketing. In this particular instance, the client is opted into the Yahoo Content Network and spends about 20% of their daily budget or $500 per day in content. One of our senior SEM’s was reviewing daily click activity and noticed that the account, which the previous day was funded with $10K was offline and the entire available balance depleted. After further investigation we found that two particular keywords within the content network accounted for almost the entire $10K previous day deposit in less than 12 hours (rough estimate of time)."

Filed in: analytics, web+analytics, search



Technorati Tags: analytics, web+analytics, search