Collecting information from your PPC marketing can prove incredibly valuable to your search engine optimization. As you already know, pay-per-click marketing can give you a tremendous amount of information in a very short period of time. What’s even better is that this information can help to direct other marketing campaigns including search engine optimization.

In paid search campaigns the majority of organizations simply use their web site (typically their home page) as the destination for the respondent that clicks on their ad.In most cases this is absolutely the wrong thing to do.

There is no one answer to how to best measure online advertising. But it's becoming increasingly clear that in an era defined by deeper and better analysis of online data -- the Google-ification of online advertising -- many marketers are betting on a familiar-looking model: Do the ads move those more-traditional metrics, such as consideration and intent to purchase?