Commentary
Putting The O Back In Search ROI
- by Joe Mandese @mp_joemandese, May 1, 2013
When it comes to measuring ROI, some search pros play games with the numbers just to justify the role of paid vs. organic in delivering on a brand’s goals. That’s what Will Uppington,
head of product development at BloomReach, said during “Business Intelligence” panel wrapping up the Search Insider Summit this morning.
“I think
it’s completely false,” Uppington said, referring to analytics that purport the contribution of paid search to a campaign’s overall ROI without also factoring for the role of organic
search results.
“I think a lot of people know this, but they report it up,” he said, mainly because they want to justify their paid search marketing
budgets.
In other words, you can’t spell ROI without the O (you know, for organic).
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
