The holy grail of search marketing!

If you ask a search marketing professional what the number one thing that needs to be improved in the industry is…they’ll most likely say analytics.

Not just analytics, but being able to attribute value to each online marketing tactic.  This means the broad terms you’re bidding on, which actually triggered the beginning of a sale/conversion, will finally prove their value.  Currently it’s either a guessing game or crude testing process that will show the drop in conversions/traffic when broader terms are turned off in a PPC campaign, banner campaigns stop running or branded terms are removed from a PPC campaign (thus reducing overall site traffic).

We all know that in most cases banner ads provide an incremental lift in ROI when paired with PPC campaigns, and that running branded terms on a PPC campaign provide an incremental lift in overall search traffic (the running of the two provides more traffic than each separately brings in), but until Coremetrix came out with this product we haven’t been able to prove how effective advertising dollars really are.