More Search Marketers Keeping an Eye on ROI: Study

Almost nine in ten search marketers monitor return on investment from their campaigns, according to a study released today by search marketing firm iProspect.

The report, conducted with JupiterResearch and based on a survey of almost 800 search professionals both in-house and at agencies, found that 88% measure the ROI from their search marketing efforts. That compares to 79% who said they tracked ROI in response to a similar iProspect survey in 2005.

The 9 percentage point increase was smaller than iProspect has anticipated going into the survey.

“We expected to see a significant increase in the percentage of search marketers now measuring the ROI of their campaigns, especially given the increased level of search marketer sophistication that has evolved over the past two years” iProspect president Rob Murray said in a release.

Despite the relatively small increase, Murray said tracking search ROI will continue to grow as an essential tool for online marketers. “It’s become mandatory as senior management is increasingly demanding that the cost [of search marketing campaigns] be justified,” he said.

The study also found a modest increase in the number of search marketers who say their overall job performance is tied to the search metrics they are able to achieve. Eighty-six percent of respondents to this year’s survey said their performance evaluations hinged in part on those numbers. Two years ago, 81% said the same.