With paid placement (and paid inclusion using cost-per-click), return on investment is figured in the standard way: profit divided by the cost of the ad spend. But ROI can be figured for each keyword, assuming that you have the tools to track to sales conversion. Most marketers track what search engines and keywords are driving people to their site, but tracking to conversion is harder. A unique tracking URL for each keyword must be employed.

With paid placement (and paid inclusion using cost-per-click), return on investment is figured in the standard way: profit divided by the cost of the ad spend. But ROI can be figured for each keyword, assuming that you have the tools to track to sales conversion. Most marketers track what search engines and keywords are driving people to their site, but tracking to conversion is harder. A unique tracking URL for each keyword must be employed.