When reporting paid search results, business to business (B2B) marketers often field a few recurring questions from stakeholders, clients, or internal teams:
“Why am I seeing an influx of search clicks and leads, but no opportunities or closes?”
“We spent $15K extra in search this month, so where are the results?”
“How does search contribute to retention?”
These are important questions because they are top of mind for stakeholders. However, the ability to strategically and correctly answer these questions about search campaign effectiveness over time requires both deep reporting capabilities and a strong grasp of your organization’s attribution model.
Many search pros are proficient in only one of these areas, often painting half of the paid search picture. The resulting gaps in measurement, analysis, optimization and how marketing dollars are spent leave stakeholders less than enamored with the results.
Search pros have other tools in the toolbox, though, that can better equip them to respond to those burning client questions.
[Read the rest on Search Engine Land.]
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.
About The Author
Megan Taggart leads integrated and radically targeted (+ retargeted) strategies across search, social, display, and eComm platforms for a variety of B2B and B2C clients. From bootstrapped startups to iconic international brands, she thrives in various verticals and marketing funnel types to create connections between Search and Social paid efforts that impact business results. Megan is the Director of Account Management at Aimclear
This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: Megan Taggart
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