Keyword tracking allows a site owner to know what keyword searches are resulting in sales. Search term information can be logged into a database and presented to web site owners in a meaningful format. This data can be used to see which keywords are producing the most sales per search and to determine where to focus web marketing.
What Search Engine or Web Site
Knowing what search engine a sale has originated from allows site owners and marketers to know where their efforts are paying off the most. Good tracking and analysis software will also show what web site referred visitors. Knowing what sites are sending the most visitors allows site owners to give special attention to ensuring this traffic continues and increases. Knowing what referrers are generating the most sales further allows a site owner to hone his or her marketing efforts toward site referrals that result in the most sales.
What Keyword Was Searched For
Knowing what keyword searches are resulting in sales on a site allows the owner to focus more on those words. Perhaps you are marketing your site for two main keywords, "air hook widgets" and "air hooks." Using keyword tracking that traces keywords down to the sale ensures that you will know if searches for "air hook widgets" convert into sales more often than visits resulting from searches for "air hooks."
Sales Conversion Ratio of Keywords and Return on Investment
Tracking keyword searches through to sales allows site owners to determine the return on investment. If a web master spends $100.00 on the pay-per-click keyword "air hook widgets" and sells $1000 worth of product, his or her return on investment is likely very good. If the same web site owner spends $100.00 on the keyword "air hooks" and sells $200 worth of product, it is likely that the return on investment was not as great. Of course, if the markup or profit on one product is greater than on another, this must be taken into account.
Cost of Keyword
If a web marketer is using pay-per-click engines, knowing exactly what has been spent on a keyword, and what the return was, allows money to be put where it will do the most. Keyword searches, unlike many advertising mediums, are targeted by the viewer. For this reason, in addition to the accurate return on investment feedback, keyword marketing can be very worth the cost.
Added Benefit of Branding
Marketing your site by keyword in pay-per-click engines means that you will only be charged if a person clicks through your ad to your site. Pay-per-click ads and organic search listings have the often overlooked added value of showing the ad or listing many times over in addition to the clicks the ad or listing receives. Only a small percentage of people are likely to click on a keyword ad or search result listing, yet your ad or listing will be visible time and time again to people searching for terms you have bid on or marketed, increasing your site branding. Nonetheless, care should be taken to generate a compelling key word ad or page description, since in most cases you will want to receive as many clicks as possible.
In conclusion, if you are spending money on search engine marketing, it is often well worth the effort to track your keywords through to sales. Without tracking your keywords, you will not know where your efforts are paying off. By tracking your keywords, you are able to put your efforts where they are paying off the most.