Search Engine Marketing (SEM) Question:
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How do we measure the success of search engine marketing efforts?


Search engine marketing efforts are highly measurable. If your objective is to generate awareness, you can track “impressions” and “clicks” on organic and paid search engine listings. If your objective is to measure brand preference or performance of text ad creative, you can measure “click through” and “conversion” rates. If your objective is to generate qualified leads, you can track online registrations (for newsletters, events or white papers), downloads (trials or demos) or email inquiries. If your objective is sales, you can track ecommerce sales or offline sales via printable coupons or phone call tracking.

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