If it can be measured, it can be optimized
January 14, 2010 |
As 2010 begins, this is a perfect time to review the methods and manners with which you optimize your local search and other advertising efforts. Start by questioning everything: assumptions, metrics, media vehicles, targeting, and keywords.
Many companies and their agencies spending large amounts of money on their online and local online search programs with little understanding of baseline measurement and how to improve their programs.
The root cause of this behavior is the fact that search engine marketing (SEM) is so much more efficient than most other forms of direct-response marketing that errors and inefficiencies are overlooked and tolerated. If advertisers are accustomed to spending $50 to generate a sale, and SEM (define) delivers a $25 sale closure, they become complacent.
If advertisers can lower their costs per sale by even a small fraction, they can gain competitive advantages. As more advertising dollars continue to transition online, additional media, keyword, and ad-unit costs will inevitably become inflated. Therefore, it's important to know what you are measuring and its effect on the desired outcome.
Get the full story at at ClickZ
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