Measuring Search Engine Marketing ROI
Spending on search engine marketing is rising dramatically, yet surprisingly few companies are measuring the effectiveness of their campaigns.
Spending on search engine marketing is rising dramatically, yet surprisingly few companies are measuring the effectiveness of their campaigns.
Spending on search engine marketing is rising dramatically, yet surprisingly few companies are measuring the effectiveness of their campaigns.
In a short survey conducted by web analytics vendor NetIQ, more than 800 participants responded to questions about their search engine marketing efforts, and their attempts to measure success. The survey responses provide interesting insights into the state of search engine marketing ROI.
Some of the findings include:
“What surprised us was that people were doing search engine marketing but not measuring it,” said Brent Hieggelke, Vice President of WebTrends Marketing for NetIQ. Hieggelke believes that many search marketers are still grappling with the basic challenges of understanding and implementing a search marketing campaign, and have not yet progressed to the next step of measuring whether the efforts are working or not.
The survey questions were embedded within a ten-minute Web presentation called Take 10 on Search Engine Marketing. Here are the actual results from the two questions.
How are you currently leveraging paid search campaigns?
How do you currently measure the results of your SEM campaigns?
“It’s showing that we’re still squarely in the infancy of the market,” said Hieggelke.
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