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The Marketing Manager should evaluate, purchase, and test keywords on an ongoing basis (monthly, at a minimum), maintaining a record of purchased keywords with the Keyword Log Template to track usage of keywords that work. MT1010-3 KEYWORD LOG covers the keyword purchased, date begin, cost, sales, and more. In general, the Marketing Manager should plan and measure Web development activities so that the effectiveness of any one activity can be evaluated fairly ” without a lot of “noise” from other activities.
The Marketing Manager should generate web analytics reports – one every other week, at a minimum – and review them, comparing analytics with information kept in various logs (see sections 3.2, 3.3), comparing Plan objectives with results (e.g., conversion rates), and identifying trends. The Marketing Manager should review keyword performance according to web analytics (e.g., which keywords generated more traffic, had better conversion rates) against the Keyword Log to determine which keywords are meeting or exceeding expectations. This helps optimize the keyword budget.