Internet Marketing ROI

Measuring Your Success

Every heard the old saying: “about half of my marketing investments pay off—the trouble is, I don’t know which half…”

At Findability Group, it’s important to us that you know exactly where your Search Marketing investment is going, so we are hyper-focused on helping you benchmark, measure and track your Internet Marketing ROI (Return on Investment).

Measurements the “Wrong Way”  

One of the first things we tell our clients is that simply having a web site no longer counts as an internet marketing strategy. Without a coordinated, comprehensive and strategic search marketing approach, your chances of a positive ROI are miniscule.

There’s both an art and a science to search engine placement, and because it is a science—your internet marketing ROI is one hundred percent measurable. That’s the good news!

The bad news is that a lot of companies track the “wrong” metrics (data) when measuring Search Marketing campaigns. Although a lot of these metrics are great to know, they aren’t useful unless they are tied to a specific business objective.  This is where a lot of measurement programs go bad—not every metric is the right fit for every company.

For example, increases in website traffic is a great measurement if you are trying to sell ad-space on your homepage, and you need big traffic numbers to convince your advertisers to keep buying ads. However, if your goal is to increase sales, then increases in traffic don’t mean anything, unless you are also seeing increases in conversion rates and sales on the website.

“Meridian Cable tried pay per click in 2007 with very mixed results and ended the campaign within 6 months. Findability Group was the company I needed to run our (new) campaign. Since September of 2009, Meridian Cable has generated 4 dollars in sales for every dollar spent on this program.  A 400% return on investment. This is one of the best decisions we have made and Findability’s performance is a key reason for this success.”

--- Bud Kinzalow
President
Meridian Cable, LLC

How It Works at Findability Group

In the first month of all our campaigns, we work with clients to establish their main objectives in search marketing. (sales, branding, reputation management, etc.) Then we create a comprehensive list of Key Performance Indicators (KPIs) to track for each company.

Examples of Key Performance Indicators for different goals:

1.    Goal: to increase sales. We measure leads, calls and sales as your Key Performance Indicator. Call us crazy, but if you want to increase sales with Search Marketing, then measuring sales is key—not something like ranking or traffic.

2.    Goal: become the dominant brand in your industry. Key performance indicators include positive and negative mentions in social media, increases in market share of Page 1 clicks, amount of traffic coming from social media to your website, increased in traffic to the website, etc.

3.    Goal: capture market share from your competition. We measure your page rank, relative to theirs, your click traffic, and the number of links you have on page 1 for your highly competitive keyword phrases.

We agree on the KPIs with clients at the beginning of every campaign, and then give clear updates on them during our monthly reports. The Findability Group works with search marketing strategies for firms who are just getting started, as well as large corporations seeking sophisticated bidding and tracking solutions, landing page strategies and paid inclusion. We are able to respond to the business needs of any size company or budget, and report on any set of objectives you need.

If a higher internet marketing ROI is what you are looking for, CONTACT US for more information. Let Findability Group maximize all your internet marketing strategies for higher visibility and higher profitability.