As search spending increases, so must campaign tracking effectiveness
The number of online marketers with search programs that include more than 10,000 keywords is on the rise, to 14% this year from 6% last year, according to findings from Jupiter Research. About half of all search marketers – 46% of those surveyed -- still use the free tools available from search engines to track campaign performance, but as search budgets rise, more marketers will need to move to more sophisticated bid management technology to judge campaign ROI effectively, according to Jupiter.
Jupiter’s study report, “Bidding Technology: Selecting the right tools for evolving search campaign needs,” notes that both small marketers and mid-sized marketers report more difficulty in tracking campaign effectiveness than do large marketers. Large marketers are more likely to outsource campaigns to agencies and more equipped to build in-house management solutions.
Among small marketers, almost 61% of those surveyed said they plan to boost spending on search marketing to increase traffic. “They should supplement rapid expansion of search campaigns with corresponding measurement of bids and keywords,” urges the report. Currently, according to Jupiter, only 10% of search marketers use third-party tools to manage their bids, though the number of vendors offering such functionality has risen in recent years.
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