MarketingSherpa recently surveyed marketers about their most under-used campaign performance metrics when it came to search, and found that conversions and ROI came out on top.
Over 40% of marketers said that they didn't track conversions (23%) or ROI (20%) for their search campaigns. It seems that while search has been lauded as one of the most accountable ad channels, a
significant number of companies are not maximizing the ability to track it to actual sales (or other conversion action).
"With prices rising steadily, marketers who evaluate search
against tangible KPIs will be the ones who will optimize and balance their spending," the report said.
Read the whole story at MarketingSherpa »