TABLE OF CONTENTS Once all of the actionable variables (i.e. engines, keywords, creatives) have been highlighted the next stage is to get an understanding of how to measure the performance against the branding and awareness objective.
The most important variable here is to determine what the success metrics are and how they are to be measured. In many instances the most rudimentary metrics are used and are as follows.
Traffic many companies still, in this day and age of tracking, ROI measurement and click accountability, determine the success of a search campaign by the amount of traffic that is driven to a site. This being said, with a branding and awareness strategy, often traffic is a good measurement of a successful campaign. The rationale is that the greater the number of traffic and clicks, the greater the number of searchers that have seen the search listings of the company.
Share Of Voice (SOV) search engine marketing is becoming a strong branding vehicle (according to the statistics demonstrated earlier in this chapter) and one of the strongest ways to measure this is to determine how many times a search listing appears in respect of the number of possible searches on a particular keyword or selection of keywords. The rationale here is that, if searches are defined as voice, if 100 per cent of the terms show up 100 per cent of the time then this is considered a strong SOV. To use this metric it...
