The Psychology of Search
One of the advantages of online advertising is transparency of data to the advertiser. It is easy to track click-through rate, conversion rates, cost per conversions, total conversions, bounce rates, and more data points than anyone could ever analyze. The numbers can be overwhelming. Between the reports you can run in AdWords, some simple Excel formulas, and your analytics program, you can get buried in meaningless data.
It is essential to look beyond the numbers and consider the individuals sitting at their anonymous keyboards conducting the searches. While numbers tell the story of your marketing, it is the actual people who can make your advertising profitable.
Since search marketing—and Google AdWords in particular—is ...
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