Measuring Search

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?