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BizReport : Search Marketing : June 11, 2007

ROI measurement on the rise among search marketers

iProspect’s "Search Marketer Measurement & Performance Study", conducted by JupiterResearch, has revealed a 9 percent rise in the number of search marketers measuring ROI.

by Helen Leggatt

iprospect%20logo.gifIn 2005, 79 percent of search marketers measured ROI, whereas the figure now stands at 88 percent, demonstrating their increased recognition of its importance.

“Going into this survey, we expected to see a significant increase in the percentage of search marketers now measuring the ROI of their campaigns,” said iProspect’s President, Robert Murray. “Especially given the increased level of search marketer sophistication that has evolved over the past two years.”

Search marketers are themselves being evaluated based on ROI, says the survey. While 50 percent continue to be evaluated based on total sales and 42 percent on return on advertising spend, 49 percent are now evaluated based on ROI.

“Those numbers tell an interesting and encouraging story. Namely, they speak to the increased sense of control and ownership felt by search marketers, and the increased sophistication of senior executives as it pertains to search,” commented Murray.

Tags: iProspect, JupiterResearch, return on invement, ROAS, ROI, search marketing

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