Dissatisfaction With Conversion Rate
Using the conversion rate to determine “success or failure of a campaign is a common and effective metric,” according to [x + 1]. Accordingly, a majority of the respondents were not satisfied or very satisfied with their company’s ability to optimize sites for keywords.
Conversion rates greater than 20% were rare with only 10.3% of those polled indicating this success rate.
One Expert’s Review of the Study
Steve Baldwin, editor-in-chief at Didit, questions whether the high number of respondents managing SEM activities in-house may account for the number of those who are dissatisfied with the service. Another consideration when reviewing the results, according to Baldwin, is the decision-maker’s level within the organization.
In his article, “Unhappy With SEM? You’re Not Alone,” Baldwin warns SEM novices:
“Paid search is an exceptionally difficult marketing medium to master, despite the perception (promoted by the search engines) that it’s a self-serve, plug-and-play road to profits. Here, failure isn’t just an option: it’s practically guaranteed for the unwary and the unequipped.”
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