Measuring Search Branding

How do you measure the effects of branding in a search engine marketing campaign? A web analytics program can do more than simply report statistics. These systems for compiling data will analyze your web logs to effectively manage your SEM campaign and measure your brand effectiveness. Below are some of the data points that can be used to measure the brand impact of an SEM campaign.

* Average Time On Site: The longer your visitors browse your site upon arrival from a search engine, the better chance you have for future conversions.

* Page Views Per Visitor: The more pages your prospects visit and read, the greater the odds of communicating your marketing message. This contributes to branding awareness.

* Path Views to Registration or Subscription Sign-Ups: This is the same as the visitor giving you permission to form a business relationship. It starts a dialog and allows you to continue building your brand, moving the visitor closer to conversion.

* White Paper Downloads:The more interest is shown in your products/services, the more branding takes place, and the user moves closer to conversion.

* Navigation Report: This shows where visitors go next, pointing prospects to distributor or retailer sites. When search listings result in a click to a seller site, there is likelihood of purchase and proof of branding.

Maximize Your Branding Efforts

With such value in your search listings, it's wise to extend your branding efforts through SEM campaigns. The coordination of SEM and advertising expertise ensures that all critical ad elements work together for both conversions and the elevation of your brand.

Summary

Branding is absolutely essential to online success. Web sites must be marketed, not only online but, using normal conventional methods.

Everything you print should have your brand and of course, your web site address and email on it. Your signature should be used on all emails you send or respond to.

It is very important and productive to have a written plan of your marketing activities and goals. You must measure each area's metrics to be successful. Using your online statistics reports is the place to start. If you are not using these, you are missing valuable marketing information.

If you are an InfoKwik client and have questions about your online statistics, please call me at 816-415-0776. I will gladly explain the areas of importance that you should be tracking.

Organic search engine marketing is important, but it can not be used alone for ultimate success. Paid listings, online ads, such as Google Ad Words are valuable promotional assets. Trading links with related businesses is another important on-going function of web marketing. This should be a regular part of your marketing program. The links you have from InfoKwik's Kansas City Area Web Guides gives you a head start, but don't stop there.

By now you can see that your web site is a tool to success that requires constant nurturing and without a written plan will not succeed.

If you would like to create a plan or evaluate your current web site marketing, please call Pat Morgan at 816-415-0776 or email me at morgan@infokwik.com.

For a complete copy of this article that you can print... Click Here!

Examples of internet branding...

One more example...

Below is a link to a helpful Glossary of Search Engine Marketing Terms for your convenience...

SEM Glossary

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