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.

via @joelpinkham

1 comment:

  1. Hi Michael,
    Great 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?