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The importance of tracking when paying for clicks really can’t be overstated. Without a very clear idea of which keywords are converting into cash, you’re really flying blind. By my own admission, I’ve been pretty lax in regards to keyword tracking until only recently.

I realize there are some handy scripts around that make this a fairly easy task, but if you can live without the built-in reports, keyword tracking is really quite easy to implement yourself with just an Excel spreadsheet and a small bit of PHP code.

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In addition to the affiliate marketing stuff I do with eBay (ePN) I’m also pretty involved in two other niches that I’ve promoted with both SEO methods and PPC. For the latter two niches it has been a lesson in shifting economic trends as well as what areas seems to resist economic downturns.

I won’t discuss how to do market research since this is a complex topic that gets discussed to death everywhere. It’s certainly a very important topic and it’s one of the first things newbies get initiated into when first venturing online.

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Many people were pleasantly surprised to find that Google has now added monthly search count to their External Keyword Tool. This now replaces the former relative search volume metric, which displayed “Low”, “Medium”, and “High” green bars. This is certainly long overdue considering Google obviously had this information all along. The question I have is why provide it now and why did they withhold displaying it all this time?

Actually, that question is fairly unimportant. As always, Google does whatever they please whenever they want.

Perhaps a better question is how useful is the search count data for both Adwords PPC and SEO work?

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It’s been a while since I posted about anything to do with Google Slaps. I’m sure anyone that does anything at all with Adwords has grown pretty weary of the whole thing and just numbly accepts it as inevitable. However, I think now is a good time to revisit this most unpleasant of topics and see if anything has changed in Google’s position and more importantly, to see if there are any lessons to be learned.

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I promise this will be the last post I make for a while regarding Google Slaps. However, I do want to summarize a few observations now that the dust has settled somewhat. Who knows, not that any of this is solid evidence of anything, but sometimes you can glean a bit about how the internals of a black box work by observing the effects of external stimulii on the behavior of the black box.

Since there really appears to be little consistency in how Google Slaps are administered, especially this last one, my theory (gut feeling) is that Google goes through these events to periodically clean out their advertising inventory.

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