Comments on: Search Marketing Metrics – Are You Using All of Them?

By: Joe Teixeira

Joe Teixeira — Thu, 09 Oct 2008 13:23:11 +0000

Hi Emer! Thank you for the nice words. If I had to pick 1 favorite metric out of the 5 metrics that I have listed, it would be “$Index”. There’s just something about the $ symbol, isn’t there?

Thanks again!

By: Dave

Dave — Thu, 09 Oct 2008 11:36:39 +0000

Hi Emer, I noticed the improved presense of the blog on the homepage. Not sure if I was a subscriber already but just signed up there. Perhaps you guys should consider using a sign up form box inline instead of a (or in addition to) link, it’s generally accepted that using a sign up form above the fold will out perform a simple text link in terms of number of subscriptions. You could use something like Google website optimizer to confirm what works and what doesn’t

By: Emer Lawn

Emer Lawn — Tue, 07 Oct 2008 12:56:04 +0000

Thanks for that Dave.

For PPC, specifically, what you have outlined is of course correct. The article’s purpose is above is to note the underused metrics, like basic KPIs and ROI. Many people focus on just their PPC metrics; but what if you are running many different types of campaign for a client or brand? You have to use things like Google Analytics; which allows you to use the same set of metrics across many channels. (ppc, seo, display, off-site promotions,social media, etc)

And on the other note, hopefully you’ll see continuous improvements to the Blog and our increasing presence around the web in future months, as you mentioned commenting on other Irish blogs.

Do you subscribe to our newsletter? You can do so here: http://www.interactivereturn.com/newslettersubcribe.htm.

By: Dave Callan

Dave Callan — Tue, 07 Oct 2008 11:28:13 +0000

I really like the model iqcontent have used. One consolidated blog, not separate blogs for MD, marketing execs etc. They also actively ‘get out’ there on other Irish blogs to increase their visibility.

As for this topic -

PPC Reports - things that matter I would think -
cost (obviously)
avg cost per click
num conversions/aquisitions
avg cost per conversion/aquisition
clicks
impressions
ctr

and maybe average ad position to allow the client to get a feel for the quality score of their a/c. Compare these with same metric for last week/month/quarter etc. If any client wants more of course make it available to them.

By the way (and if you consider this private of course that’s fine) but how do you guys issue reports? Do you manually build them by ‘hand’ or use something like the Adwords API to automate things? Using the API a lot lately and its saving a hell of a lot of time.

By: Emer Lawn

Emer Lawn — Tue, 07 Oct 2008 09:32:29 +0000

Hi Dave,

I appreciate the advice on the site. We have been considering way to revamp the blog; and your comment will definately help us out.

Additionally, you make a good point about the inclusion of CPA and CPC in this post, as they are highly valuable metrics. I suppose I considered these as some of the more common metrics; and my hope was to explain some of the forgotten metrics, specifically within Google Analytics. Interactive Return uses Cost per Click across the majority of our reports, as one the most telling metrics.

By: Dave Callan

Dave Callan — Mon, 06 Oct 2008 16:43:44 +0000

Hi Emer, decent post, but I have some views on it which are below but beforehand this blog is buried on the IR site, should be getting more than a tiny link on the right hand side of the site.

Anyhow where is the mention of cost per aquisition (cpa) / cost per conversion. I think this is a much more valuation metric to the end business owner. How much does it cost them to get a new lead or new customer etc???? Revenue per click makes them have to think