Paid search analytics: What treasures are hiding in your data?

On the surface, paid search analytics seems pretty straightforward. You just drop a code snippet on your page and go, right?

Unfortunately, while setting up paid search analytics is fairly simple, using that data in a way that benefits your business can be quite challenging. Few people get into marketing because they think, Gee, I sure love number crunching!

However, while setting up and evaluating analytics data may not be the sexiest part of marketing, if you aren’t taking the time to understand your paid search analytics, you could be missing major opportunities in your paid search account.

To show you why, let’s take a look at some case studies.

[Read the full article on Search Engine Land.]