Search marketers can self-assess with comScore's new feature

Seeing the ROI of a search marketing campaign is a huge help for marketers but that is only half the battle for search marketers. Comparing one campaign with another, similar campaign from a different marketer could increase ROI even more because marketers will be able to see how their campaigns rate with other campaigns.

by Kristina Knight

A new feature from comScore will allow marketers to compare campaigns performance against the performance of other marketers to hopefully increase the ROI of campaigns.

The feature will identify high-performing search terms and analyze how searchers use those terms according to their demographic. With this kind of information, marketers can be more efficient in the implementation of search campaigns from the moment the campaign is begun. Marketers may also better choose the search sites and terms that will be the most beneficial to the ROI of a completed campaign.

Dan Lackner, senior vice president of comScore said, “The granular information on both searchers and search terms available through this service empowers users with actionable search marketing intelligence.”

The platform will show marketers the top click-through destination sites and from there will break down the click-through share for specific terms, the paid percentage of total clicks and the organic percentage of total clicks.