Search Marketers Measured by ROI

• Posted: Saturday, June 09, 2007
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• Author: pradhana
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• Filed under: Ad Spending, Mobile Advertising, Online Services

Nearly nine in 10 US search marketers now measure campaign ROI, according to iProspect's "Search Marketer Measurement & Performance Study," conducted by JupiterResearch in March 2007.

Study participation was limited to search marketers who both outsourced the management of their search engine optimization campaigns to an outside firm and engaged in paid search advertising.

The study found that 86% of search marketer performance evaluations were based on campaign metrics.

Half of search marketers had their performance based on total sales, nearly half were based on ROI and 42% were based on ROAS (return on advertising spending). Multiple metrics were used in most performance evaluations.

Robert Murray of iProspect asked, "What search marketer wouldn't rather have their performance evaluation based upon what their efforts actually netted — such as an additional $3 million in sales or 20% increase in ROAS — than an additional 20,000 visitors a month?" [eMarketer]

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