I presented this to CSULB Business School : Marketing 437 this past Wednesday.
The first portion of the presentation covers basic elements to online metrics, test and evaluation.
The second half focuses shows a value for search results by position and provides a means to calculate organic search result value.
Key points:
- Online advertising should be measured, tracked and tested to achieve measured results,
- Traditional search engine marketing charges CPC, gives the marketer the feeling of CPA, but actually charges CPI (inclusion) over time,
- Organic placement value can be estimated given the CPC rates.
Conclusion:
Measuring changes in a websites performance is fundamental to success. Changes in organic placement ranking is a new marketing methodology that can deliver substantial, and measurable value.
