There are numerous ways in which online advertisers can effectively monitor the success rate of their marketing strategies, it has been reported.

In the Search Marketing Benchmark Guide by MarketingSherpa, it was claimed advertising professionals should use click path analysis to track a visitor’s browsing pattern that led to them arriving at their site.

Monitoring advertising spend ration was also put forward as another means of tracking search campaigns as it can see how much revenue is generated from phrases used in pay-per-click (PPC) ads.

Ray Harris, chief campaign architect for SitePropeller, said: "When we compare how much we spend on that word to how much sales came in on it, we can quickly see if we’re spending more than we’re getting in."

Looking at profit per keyword rates, the overall value of a customer and bounce rates – which helps to track those who do not spend much time on a site – was also noted.

Meanwhile, Emily Bell, director of digital content at Guardian News and Media, reported a combination of PPC and search engine optimisation-friendly content saw the news organisation become the first UK newspaper site to attract over 20 million unique users in a month.

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