Managing budgets especially during a recession is a key part to any marketing managers role. Ensuring you are getting value from external agencies from is absolutely key to running a successful online business or marketing department. Managing external agencies to tight KPI's is an absolute must if you are to ensure you are getting a suitable ROI.
Setting objectives for a search agency
When setting any objectives it is key to give them a perspective, the story & previous data. Agencies need to know the background performance & previous actions to enable them to help set actions to hit future targets. As with all marketing objectives it's key to relate them back to business objectives, crucially revenue.
KPI's
Set monthly targets but have daily & weekly health checks
Overlay other channels to understand performance vs search
Relate them back to business objectives
Metrics to use:
Traffic from search
Leads from search
Sales from search
Isolating brand and non-brand traffic in your search reporting
When setting targets…
There are two new buttons available this week, well technically one new and available now and one evolved and still in the off-ing unless you're in the US...
Google +1 is now launched for websites and we'll see it rolling out globally with several early US partners. We covered Google's +1 in a Google round-up several weeks ago, it's essentially a "Like" button for search results and now websites. The launch on 30 March 2011 was about the button appearing next to Google's search results and adverts only, this new feature takes the +1 as a button that can be embedded on your own web site, the same as a Facebook Like. Clicking on any +1 button will allow users’ friends to see what they liked and also add the +1 to anonymised public data. Of course the…
