Would you consider a marketing tactic a success if it didn’t ultimately put money in your bank account?
Consider this. You place an ad in the newspaper. One thousand people read the ad. And you consider it a success even though no one bought your product. Sounds silly, doesn’t it?
Well that’s exactly what many companies — who measure search marketing with number of clicks or top search engine ranking — are doing. And it’s a good way to dump a lot of money with little return quickly.
We get what we measure. Measuring click volume or positioning doesn’t tie into business goals. Sure they may ultimately create a sale to impact the bottom line, but how often does it happen and what is the percent of the conversion. It’s the return on investment that’s important. Not just the activity taking place.
Clickz recently reported that:
The iProspect Search Marketer Performance Study found that only four out of 10 search marketers are being evaluated based on business goals, such as ROI or total sales generated. Instead, most marketers are being measured against intermediate metrics, like Web site traffic volume or top search engine ranking.
Aligning your search marketing results with business goals will give you a much better picture of how it’s working for your company. Make sure you’re measuring the right thing.
What are your thoughts? Leave me a comment.