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Recession tips for marketers to get more measurable

By: Chris Goward
Date: February 13th, 2009

In the past three months we have experienced a sudden spike in interest in Conversion Rate Optimization. As we predicted over a year ago, in this Recession marketers will feel the pressure to get more measurable with their advertising dollars and Conversion Optimization is counter-cyclical. When the market is booming, there’s lots of appetite for risk-taking and spending without measurable return but now Conversion Optimization is taking the driver’s seat.

Today, MarketingVOX summarized the findings of an Econsultancy report. Not surprisingly, it shows that B2B marketers are shifting their spending away from CPM-based online ads to more measurable and accountable Cost-per-click (CPC), Cost-per-lead (CPL) and Cost-per-acquisition (CPA).

CPC alone isn’t enough, though. You need to be tracking through to conversions and then improving that conversion rate with Conversion Rate Optimization experiments to ensure an ongoing improvement in your Return on Ad Spend (ROAS).

Here are two recent B2B success stories with dramatically improved lead generation results from PPC advertising:

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Posted in: conversion rate optimization | current events

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One Response to “Recession tips for marketers to get more measurable”

  1. Marketers are Getting More Measurable Says:
    February 27th, 2009 at 10:29 am

    [...] New data from eMarketer this morning confirms what we’ve seen: marketers are surviving the recession by getting more measurable and ROI-driven. [...]


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