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Quantifying Brand or Engagement Marketing Through Paid Search

By Peter Zmijewski Subscribe to RSS | June 27th 2012 | Views:

Paid search has remained a domain of direct response advertisers. Being able to track sales plus signups back towards individual ads and keywords, together with an ability for quickly changing bidsm plus creative messaging would allow search engine marketing an ideal suit for direct response.

However, what could you say regarding advertisers not selling anything online, and would be interested towards the engagement plus the building of brand affinity? How are you to focus on paid search efforts on bringing a new audience, making active users and exposing a lot of what the company would perform to put real affinity?

Making an engagement via SEM would not be as quantifiable, having brand marketers mired with a choice:

1) Attempt to turn brand engagement into a type of direct response through the measurement of particular online actions, including email signups, video views and overall page views; or

2) Throwing money blindly into ether not being able to measure wholly what is functioning.

However, there would be a third and a better option for performing this. Through the measurement of the correct metrics, you could make scenarios surrounding users that are exposed to the various marketing efforts. This would allow you to hone in one strategies that would be effective for engagement marketing.

Compared to focusing on qualitative details regarding fictional users, would leverage analytics for description in a quantitative manner. A couple of metrics that you could utilize are:

1) Average time on site

2) Average page views

3) Number of repeat users

4) Number or active users, or those who involve themselves in a particular amount of activity on the site

5) Probability of returning

By making a “control” group of new users not having media exposure, even before the paid search click that had directed them to that place and no remarketing exposures afterward, you may set a baseline.

After the implementation of the campaign, you may analyze the similar metrics for the experiment group to view how impactful the campaigns are in the driving of active users that are likely to return.

In an ideal way, the SEM platform or the digital marketing suite would incorporate such metrics natively and would tie them to campaigns, ads, groups and keywords. What would even be better is that a couple of systems would contain proprietary scoring metrics making a value for each user with a basis on engagement. This will give you the allowance to optimize the search, or show any form of digital marketing for this matter, with a basis on user engagement. Suddenly, brand or engagement marketing via paid search would be quantifiable.

This would also open the door to attribution through showing you how each of the channels works to draw in new plus active users in the same manner attribution would aid the direct response marketer create the right media mix decisions for increasing of overall sales. This could open the door for attribution through showing you how each of the channels would function to put in new and/or active users in the same manner that attribution would aid the direct response marketer would create the correct media mix decisions for the increase of sales.

This could give valuable benefits for the direct response marketer too. While the signups and sales could be big, having an understanding of what happens past the conversion would be important as well. Such measurement would aid any marketer in correlating efforts for online sales plus initiatives for branding.

Direct response marketers have placed advantage of the ability of paid search to give easy to measure efficiencies. There would be no reason brand marketers are not able to perform the same.

Peter Zmijewski - About Author:
Paid search give valuable benefits for the direct response marketer too. Internet Marketing Guru named as Peter Zmijewski great CEO of KeywordSpy where you can search relevant keywords.

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