Selling search and SEO to the C-level suite can be difficult. Excitement about keywords and rankings is met with a blank stare, and you find yourself facing that difficult question: "how will this affect our profit?"
News can be pretty bleak these days. So many corporate giants are falling left and right, you would think everyone was named David around here. Analysts are focusing on the fact that this year many be the first that the U.S. search advertising growth slows below 20% annually. Yet most estimates predict an uptick at a slow and steady rate. An eMarketer report released Tuesday suggests a not-too-grim future for the U.S. online search advertising industry. There is a growing sentiment that marketers will actually rely more on search marketing as many companies become very cautious about their budget spending and look for efficient methods that yield substantial ROI that proves that the campaign is working.
Read this article: ROI Strikes Back
We talked the other day about the data generated by online advertising like Google AdWords and which statistics you should track. We explored the importance of Estimated Impressions and why it is vital that you look at these and not just the click through rate on your ads. Another statistic that you should watch is your estimated cost per click. It is easy to look only at your total cost because that is your out of pocket expense.
Read this article: ROI of your Paid Advertising: Total Cost
When looking at the data generated by online advertising like Google AdWords there are a number of statistics that you should keep track of, one of them is Estimated Impressions. Estimated Impressions show how many times the ad you are running was viewed. This includes the times people viewed your ad even if they did not click on it. If you are only looking at Ad clicks then you are missing an important piece of data.