Search Engine Marketing: SEM - Are You Winning?
You'll need to take advantage of value-based conversion tracking to record the unique revenue or profit associated with each conversion. Assuming your shopping cart software has access to this information, AdWords' and Yahoo's conversion tracking scripts can be modified easily for this purpose.
Armed with this value-based data, you'll use value/cost or return on ad spend (ROAS) as your key metric instead of CPA. This ratio gives you laser insight into profitability. Of course, you'll need to establish your target value/cost or ROAS ahead of time. All ad groups will be judged and optimized accordingly.
- Companies:
- Yahoo! Search Marketing
- People:
- Bing
Timothy P. Seward is the author of the “Ultimate Guide to Amazon Advertising" (Entrepreneur Press®, 2019) and the founder of ROI Revolution, which drives growth for brands, retailers, and ecommerce merchants with its results-driven digital marketing technology and services. With his extensive marketing and retail background, he is a thought leader who has spoken at 70+ industry ecommerce and Amazon events including IRCE & Prosper, is a frequent guest lecturer at North Carolina State University’s College of Management and has contributed to key industry publications including Internet Retailer.
