Total Search Marketing Optimization: Testing Paid vs. Organic Search
by Jonathon Colman @jcolman on Jun 10, 2010
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This presentation on search engine marketing (SEM) testing scenarios looks at how you can structure a test across the search marketing funnel. In particular, it focuses on the interactions between ...
This presentation on search engine marketing (SEM) testing scenarios looks at how you can structure a test across the search marketing funnel. In particular, it focuses on the interactions between paid search (PPC) and natural search (SEO) as well as multi-touch/cross-program attribution. Key takeaway: integrate your search engine marketing (SEM) programs in order to realize more efficiency in spending and greater insights into customer behavior and total marketing impact.
Presented as part of Vanessa Fox's "Demystifying Online Attribution" panel at SMX Advanced 2010 in Seattle on June 8, 2010.
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