via @joelpinkham
Sunday, October 6, 2013
Budgeting Search? What's the Point?
Good blog post on why it's better to have an ROI target rather than a budget for search engine marketing.
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A diary of our adventures, successes, failures and everything we learn as we attempt to start a business or two.
Our first project: Shoes of Prey - design your own custom women's shoes.
Our latest project: Sneaking Duck - new prescription glasses, everyday.
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Hi Michael,
ReplyDeleteGreat article. It would appear to me that lt this type of thinking is still in the minority. Speaking of SEM, I wonder have you found a way to measure the incremental benefit of bidding on branded keywords eg "shoes of prey". Bidding on your brand may offer a simple ROI of say $3:$1 (great return!) however how can you know if you were going to get those $3 of sales anyway from organic traffic on your brand keyword. If so, the $1
on ads is wasted as you have just diverted free traffic to become paid traffic. This is something I'm trying to measure at the moment but having a bit of trouble with and would rather not "assume" that there is incremental benefit when advertising dollars are concerned. Have you solved this challenge?