Published on agosto 11th, 2009 | by admin0
Search Engine Advertising: Direct Response and Branding Metrics.
Excerpted from Search Engine Advertising: Buying Your Way to the Top to Increase Sales, 2nd Edition (New Riders)
By Kevin Lee, Catherine Seda
You can’t manage and optimize a campaign unless you measure the results. Over the years, the advertising community has split itself into two camps, each with their own set of metrics. Direct response marketers measure sales and leads that turn into sales (or those that don’t).
Rarely will you hear die-hard direct marketers use the words branding or brand lift. Similarly, although “awareness” is something a direct marketing campaign generates, direct marketers don’t generally use the measure of awareness as a metric.
The direct response marketer has a laser focus on measurable results and the media driving those results. Branders, on the other hand, have a whole set of metrics designed as proxies for success, which attempt to quantify the influence that marketing, PR, and advertising have on eventual purchase behavior. When conversions to leads, sales, or other positive behaviors can be tracked, direct marketers scoff at branding metrics, and branders fire back that direct marketers are too myopic, focusing only on obviously traceable behaviors.