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 Yahoo! Search Marketing was recently invited by Asia Digital Marketing Association (ADMA) to share its expertise on how search engines can greatly benefit a company's marketing plan.
On August 23, Corporate Sales Manager Anna Chan took the stage at the Foreign Correspondent's Club and gave a speech on measuring the effectiveness of search marketing. During the speech, she highlighted that metrics like number of impressions, clicks and conversions are often used to measure the effectiveness of search marketing campaign by marketers who will look at the ratio of these metrics to evaluate how well their marketing campaign is received by their target market.
In comparison, Chan noted that marketers who are more sophisticated tend to be more thorough in their evaluations, analysing the behaviour of users who are attracted to their sites as a result of the search marketing campaign – such as the length of time users spend on their sites, clicking paths and repeated visits.
During her speech, Chan also explained that most marketers tend to evaluate campaign effectiveness by either using free tools provided by search engines or outsourcing the analysis to third-party agencies. However, she strongly recommended that as far as possible, marketers should personally keep track of their campaigns as this will allow them to analyse keyword performance and identify the keywords that work for them, thereby optimising the campaign for future promotions.
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