Comments on: When should you ignore your metrics? http://www.timpeter.com/blog/2009/05/13/when-should-you-ignore-your-metrics/?utm_source=rss&utm_medium=rss&utm_campaign=when-should-you-ignore-your-metrics Interactive marketing and e-commerce strategy blog for the local, mobile, social web Wed, 08 Feb 2012 18:08:35 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Tim http://www.timpeter.com/blog/2009/05/13/when-should-you-ignore-your-metrics/comment-page-1/#comment-3100 Tim Tue, 19 May 2009 02:31:00 +0000 http://www.timpeter.com/blog/?p=691#comment-3100 This is a great comment, Susan, and exactly on point. Blindly following any single piece of advice without testing its value to your business is a recipe for disaster. Thanks for the insight and thanks again for reading. This is a great comment, Susan, and exactly on point. Blindly following any single piece of advice without testing its value to your business is a recipe for disaster.

Thanks for the insight and thanks again for reading.

]]> By: Susan Petracco http://www.timpeter.com/blog/2009/05/13/when-should-you-ignore-your-metrics/comment-page-1/#comment-3078 Susan Petracco Thu, 14 May 2009 16:00:42 +0000 http://www.timpeter.com/blog/?p=691#comment-3078 I like the fact that you followed up to Brian and Linda's posts and tied them together like this. In contrary mainly to Linda's post, however, I think it's important to note that cost is a big factor here, and when a given keyword fails to convert AND it eats up a lot of your budget, it's time to work on that keyword. Either, like Brian suggested, figure out why it fails, or (if you're unable to find and fix the problem), kill it. Then see what happens. Are your gross sales affected? If not, then perhaps it didn't contribute to the sales funnel at all. But if sales drop, then maybe it is a keyword lacking proper attribution. A blanket statement NOT to cut those keywords is almost as generic as a blanket statement TO cut them. Everything should be tested! I like the fact that you followed up to Brian and Linda’s posts and tied them together like this. In contrary mainly to Linda’s post, however, I think it’s important to note that cost is a big factor here, and when a given keyword fails to convert AND it eats up a lot of your budget, it’s time to work on that keyword. Either, like Brian suggested, figure out why it fails, or (if you’re unable to find and fix the problem), kill it. Then see what happens. Are your gross sales affected? If not, then perhaps it didn’t contribute to the sales funnel at all. But if sales drop, then maybe it is a keyword lacking proper attribution.

A blanket statement NOT to cut those keywords is almost as generic as a blanket statement TO cut them. Everything should be tested!

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