Posted by James Lee on 6th May 2014

How to justify SEM ad spend to your boss

Search Marketing targeting customers

Of course, the number one job of a SEM manager is to develop killer campaigns and optimize marketing ROI. But we know in the real world, you are often tasked with justifying your ad spend to your CEO and senior management who often do not have a background in SEM or online marketing. Particularly if your cost per click runs high, you’re likely to get tasked with justifying ad spend on a regular basis.

To demonstrate to your management that your ad spend is justified, there is nothing better than to deliver the actual name of clients that came in through your search advertising and the details on the specific campaign elements that are driving the most conversions. To uncover the source of new customers, you can turn to a number of advanced lead management systems or marketing automation systems. While most do a good job of identifying source of lead by ad channel and ad medium, most don’t provide the ability to drill down to the search term, keyword and ad copy level; a level of detail that is necessary to really understand the campaign elements that are working best to generate your best new customers. Not only is this information useful for optimizing campaigns but also can be used to help justify your ad spend to senior management.

If you are willing and have the discipline to manually update your search campaign’s keyword bid price on a regular basis, then a basic lead tracking or marketing automation tool will probably be all that you need. However, if you do not trust your ability to make regular updates but depend on the tool to optimize your search campaign by updating keyword bid price, then the tool you use must incorporate information about lead quality from your lead management system in order to be truly effective. For example, you want to keep the keywords that generate paying customer in the top 3 positions and you want the tool to keep updating bid price to keep them in the top 3 on the search result page.

We believe this more intelligent type of tool that incorporates lead quality with PPC is the wave of the future. But you can have it now. With the integration of ClickSweeper PPC management and ConversionSweeper lead analytics and management, you can track the source, down to the detail level, of your best customers.

If this sounds like a tool that can not only help you optimize your campaigns but also justify your ad spend, you’ll want to take advantage of our offer. We are so certain that you’ll see big improvements and efficiencies that we are offering you a chance to try it out for free. Get your 2 month free trial here.

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