Search Marketing ROI Re-Examined – is it Really Working?
Bill Scully; Lauren Vaccarello; Moderated by: Val-Pierre Genton
About this talk
Bill Scully, Dir. eMarketing at Siemens Water Technologies
Lauren Vaccarello, Sr SEM Manager, Salesforce.com
Moderated by Val-Pierre Genton, BrightTALK
With search now firmly established in the digital marketing mix, ROI metrics are evolving. It started with hits, then moved to click-through rates and finally conversion. This round table discussion will look at today’s search market, explore best practices on measuring search ROI and look at real life examples to establish the effectiveness of search in building brand/messaging awareness and demand. The panel will tackle questions such as:
How do we think of search ROI today?
What are the best practices for measuring ROI in search?
Is search money well spent?
Is there an average cost per conversion and how does it compare to other digital marketing techniques?
The future of search ROI