How Friendly Is Your SEM?
6. When looking for time-related patterns in search traffic, focus on?
Answer: c) both a and b
In a presentation George Michie, co-founder and principal of search marketing at the Rimm-Kaufman Group, gave at this year's ACCM trade show, he told marketers that it's best to tie online sales to the time and day of the click. Pinpointing to the day alone is a bad metric, he explains, because you want to identify shopping and buying patterns; for instance, people who do research on the weekend or evenings but make their purchases during the work day because their companies' servers run faster.
"My recommendation is to make sure ... that you're taking advantage of ad scheduling and dayparting," says Wehr. "That's kind of a first layer that you've got to pay attention to. Don't leave ads running 24/7 if you're customers aren't online 24/7."
7. At the very least, marketers should track which metric?
Answer: b) return on ad spend or ROI
Search returns a deep well of performance data-so deep, in fact, that marketers can get overwhelmed with all the possible permutations and correlating insights. For companies with the means, analyzing data at the most granular levels across various performance elements will provide significant leverage in maximizing search traffic. But marketers without the time, budget or manpower can still measure the most important activity to ensure their overall performance is profitable and stays that way.
First off, companies should always track results from individual keyword groups, looking at more than clickthrough rates and increases in traffic volume, which tell you very little. "The key metrics for evaluating performance of a paid search program are cost per sale, cost per lead and return on advertising spend," says Soltis.
Because every business model is a little different, Simon advises that "marketers should always measure their campaigns against their conversion metrics. Many businesses operate around a target allowable for the conversion or action to take place or an ROI metric that will allow the business to grow. Sometimes that metric must be tested to determine if incremental orders can be garnered at a lower ROI without reducing the success of the campaign."