Search marketers 'should measure actionable elements'

8th April 2008

Search engine marketing campaigns may receive a boost from the measurement of "actionable elements", according to one expert.

Advertisers need to consider more than just sales figures when mounting their campaigns, recommends Olivier Silvestre, director of Visual Sciences, on DMNews.

Purchasing keywords in broad match at low cost can help marketers understand consumer behaviour through their perusal of web analytics reports, he advises.

And measuring landing pages using the single access visit ratio - which takes into account how many users leave websites after looking at only the landing page - can provide useful insight into the effectiveness of this page.

Meanwhile, copywriting should reportedly be matched to the landing page's projected value proposition, with ad copy optimisation taking into account click-through rates and return on actual investment, Mr Silvestre adds.

"Metrics that can be acted upon - and therefore optimised - are effective metrics and they are metrics you need to consider," he explains.

According to Avinash Kaushik on E-consultancy, financial services firms need to keep data anonymous may pose a web analytics challenge.