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According to a new study from SEM firm iProspect, most companies engaged in search marketing are not measuring it right. Of course it's a bit self-serving for an SEM firm to put out research to highlight the business value of SEM and ultimately convince people to spend more on it, but that doesn't necessarily make it any less relevant.
I'm curious to hear from search marketers about the way SEM is looked at in their company -- is it seen as a device to drive clickthroughs, or as a core part of the marketing plan? Do you think the way you're measuring results now justifies your budget?
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ABOUT THE AUTHOR
Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
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