How Friendly Is Your SEM?
If you're already covering the basic performance measurements, consider refining your bid management to aim for margin-per-click targets rather than sales-per-click goals. Michie reminded ACCM attendees that products with higher margin allow you to spend a little more to obtain the sale.
Wehr sums it up: "If marketers are using good analytics tools, they can keep an eye on ROI. It's absolutely amazing how many direct marketers don't know what their goal is with PPC search: Is it a 300 percent ROI, or is it a 1,000 percent ROI? They don't know. So my first recommendation is to know that going in. What do you have to shoot for? And then have good analytics to be able to measure it."