The Most Underused Search Marketing Metric

Stefanie Berliant
Media Coordinator

A recent report from MarketingSherpa shows that conversions or key performance indicators (KPIs) are the most underused metrics in search marketing.  KPIs define a set of values used to measure a specific goal.  KPIs differ depending on industry verticals and the goals set by individual organizations.

Online marketing initiatives should supplement traditional marketing programs and share the same goals.  An organization’s website is an extension of its' brand, products and services online. An organization’s online audience should interact with its website as if they were in the actual store or office. The best way to achieve this is by setting up KPIs. Examples of KPIs include:

- Sign Up for a Newsletter/Email List
- Purchase Items Online
- Download Brochures/PDFs
- Contact/Request Additional Information
- Complete Online Application/Form

Without using KPIs, there is no way to measure the true success of online marketing programs.  These conversions can be tracked and measured to see if goals are being met. Additionally, online analytics are easier to track and are more accurate than measuring the value of traditional marketing programs.

Surprisingly, statistics from this report show that most search marketers are not using KPIs to measure the success of web marketing initiatives. KPIs are used to close the marketing loop from offline to online, and unify the goals of the overall marketing program.  With a disjointed marketing program, search marketers are not maximizing and balancing their spending.  KPIs should ultimately be the most used metric in search marketing.  If online marketing programs are held to the same standards as offline marketing programs, then the goals set by organizations will be achieved more efficiently and effectively.

To view the complete report from MarketingSherpa, click on the link below.