Web Marketing 101 Series: Intro to Return-On-Investment (ROI) Measures for SEM
Simply put, return-on-investment (ROI) refers to what is returned in profit as a result of any given investment. When applied to web marketing, ROI typically refers to the profits generated as a result of your marketing investment. Within the larger marketing profession, web marketing has been growing in popularity since its introduction in the late 1990’s because of its very precise measurability.
Unlike outdoor advertising (i.e. billboards) or radio and television ads, where precise correlations to ROI can be elusive, search engine marketing (SEM) enables marketers to track interactions and behavior at every step of engagement.
Though a huge number of web marketing professionals employ display advertising on sites like NYTimes.com or FOXNews.com or Yahoo!, a growing share of marketing dollars are being directed to the search engines and specifically pay-per-click (PPC) campaigns. By buying the “Sponsored…
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