- ClickZ, Tuesday, October 16, 2007 2:15 PM
Web analytics firms are working to develop reports that can more clearly define the correlation between offline campaigns and search or other online behavior -- but sometimes dollars spent on one
medium can't be tied to campaign performance in another. And sometimes media spend on TV or radio actually shouldn't be linked to PPC ad performance, because it could skew the results -- or worse,
screw up a campaign that was running well.
Pat Stroh has devised a quiz to help search pros figure out whether their paid search campaigns are gelling well with a client's other
off- and online media buys -- and whether their search practice as a whole is strong enough to stand up on its own before being compared to, and influenced by, the efforts of non-search advertising.
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