It is important that every small business knows exactly where their traffic is coming from, how long they spend on your site and on what pages they are clicking off. Apart from the analytics you view in Google analytics for your website are analytics for Adwords. The statistics they provide are Clicks, Impressions, Click through ratio (CTR) – all important for any successful SEM strategy. Ask you small business marketing company if they can walk you through exactly where your traffic is coming from so you can tailor your marketing strategy to improve SEM.
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