27 Sep '12, 7am

Looking Beyond the Click

As search marketers, we’re used to having a lot of control. We have all sorts of levers to pull – creative, keywords, bids, budget caps, etc. And optimizing these factors to make our accounts run as efficiently as possible is our bread and butter. The more we sell at an efficient ROAS – or the more signups we get at an efficient CPA – the better we look to our bosses and our clients. But all those levers are usually just focused on the media. We lead the horse to water. Sure, we can make sure the right horse sees the right ad and is taken to the right stream, but we still can’t make them drink. That’s typically someone else’s job. We track the user’s journey and then hand them off. Yes across the marketing organization our goals are probably aligned. Marketing, media, IT, and content creation teams usually all want the same thing (directly or indirectly) – more sales or si...

Full article: http://searchenginewatch.com/article/2208532/Looking-Beyo...

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