DoubleClick Intros 'Performics 50' SEM Benchmark

  |  August 9, 2005   |  Comments

A new quarterly report takes the pulse of search marketing spending.

DoubleClick's Performics unit yesterday published an index of 50 ongoing search marketing campaigns. It's positioning the report, which will be published on an ongoing basis, as a benchmark by which search marketers can assess their ad spend and ROI.

In addition to accumulating search campaign data, the Performics 50 index introduces a new metric, cost per keyword (CPK), which DoubleClick argues is a more effective measure than cost per click of "real monthly cost" for search campaigns.

CPK is calculated by taking an advertiser's total monthly search expenditures -- essentially CPC multiplied by the number of clicks -- and dividing that by total active keywords per campaign. Advertisers can compare their own results against the Performics 50 benchmark, which is "similar to comparing the individual performance of a stock against the broader performance of the Dow Jones average," according to DoubeClick.

The inaugural Q2 report reveals that CPK went up during the holidays and has since dropped. With the exception of the Q4 holiday season, CPK costs have been stable, even though overall click volume is increasing. According to the report, the growth of click traffic illustrates that growth is coming from both high and low cost keywords being added to marketers' campaigns.

DoubleClick does not disclose names of companies in the Performics 50, though it says they are a "stable subset" taken from campaigns currently managed by Performics.

ClickZ Live San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Resources

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...