Analysis is a "core skill" for marketing firms offering pay per click services, according to one expert.
Writing for Search Engine Watch, Duncan Parry explained that once a search campaign has been established, it is essential for people to analyse its effects.
The author said it is "easy at this point to get caught up in the job of collating raw data, processing it and determining what happened".
Instead, analysts should be assessing why things are taking place in order to make changes or improvements in the future.
Mr Parry also said marketers need to develop the "skills of an analyst" and have an awareness of basic statistics, as a lot of data includes work with numbers.
One way in which businesses may be able to improve their search engine marketing strategies is to remove links.
In an article for the same publication, Gareth Owen advised companies to ensure their websites only include links coming in from relevant domains.
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