24 Apr '15, 11am

Brand vs. Non-Brand: Measurement Is Key

Brand vs. Non-Brand: Measurement Is Key

As search professionals, we all know that measuring our campaigns is the first key to developing a strong and competitive presence in search. Without a consistent and planned measurement framework, we’re unable to uncover or make impactful optimizations to our search campaigns. But what if I told you that you might be incorrectly measuring your efforts in search? Top line measurement should always tie back to your goals for the channel, like 10 percent revenue growth year-over-year (YoY), and your primary KPIs, whether that is cost per acquisition (CPA), cost per lead (CPL), return on ad spend (ROAS), etc. A great report that provides more detail, will also include secondary and diagnostic KPIs, and will help call out any issues. However, there should be a difference in how you measure top line performance for your brand vs. your non-brand search efforts. Sounds simple, I ...

Full article: http://searchenginewatch.com/sew/how-to/2405547/brand-vs-...

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