Search Engine Advertising: Buying Your Way to the Top to Increase Sales, Second Edition

Chapter 5Direct Response and Branding Metrics

You can’t manage and optimize a campaign unless you measure the results. Over the years, the advertising community has split itself into two camps, each with their own set of metrics. Direct response marketers measure sales and leads that turn into sales (or those that don’t). Rarely will you hear die-hard direct marketers use the words branding or brand lift. Similarly, although “awareness” is something a direct marketing campaign generates, direct marketers don’t generally use the measure of awareness as a metric. The direct response marketer has a laser focus on measurable results and the media driving those results. Brand-ers, on the other hand, have a whole set of metrics designed as proxies ...