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Performance measurement is crucial. You’ll need to know whether things are going to plan, and where you need to put certain levers and move things up or move things down a little bit to make sure you’re delivering on the objectives that you have set.
From an SEO perspective here, you’ll need to look at Google’s search console, but also Google Analytics. And, in the case of the former, you’re looking at search queries and impression volume, mainly. We’ll also combine that with some of the data we get from Google Ads, from paid search.
Looking at Google Analytics, we can see which landing pages are performing well. We can see user engagement rates, and we can also get a geographical summary of where our ads are performing particularly well.Back to Top
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on Twitter (X), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi,tech.
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
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ABOUT THIS DIGITAL MARKETING MODULE
This module covers the key steps for planning and implementing a search marketing strategy for your organization. It addresses the key components in an effective search marketing strategy and outlines best practices for planning and research. It also covers how to execute a strategy and evaluate the performance of a search marketing campaign.