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BizReport : Search Marketing : August 16, 2016

Study: ROI tracking key to search success

Merely investing in a local campaign isn't enough, businesses need to be tracking the ROI of those campaigns, too. That's the takeaway from recent RevLocal research which shows fewer than half of small businesses are investing in ROI tracking.

by Kristina Knight

Among the more interesting takeaways from the RevLocal report is this: 95% of SMBs say they will increase their digital ad budgets over the next year. For those dollars to make significant returns, RevLocal experts believes brands need to track how consumers engage with the ads.

"Local businesses need to do more with less, and search marketing is no exception," said Aaron Boggs, president of RevLocal. "Our study shows what we have known to be true, local businesses understand that digital marketing should be a priority, but the market is fragmented and results are unclear. RevLocal is aimed at providing that clarity by providing a personalized approach to digital marketing that caters to the unique needs of this group."

Other interesting findings from the report include:

• 75% of SMBs surveyed are investing in local search
• 44% are tracking the ROI of these ads
• 6 in 10 are investing in social media and SEO
• 36% are investing in review marketing

The RevLocal report also found that nearly two-thirds of SMBs surveyed are spending less than $500 per month on digital ad campaigns.

Tags: local search marketing, RevLocal, search marketing, search marketing trends, SEO tips

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