Important read with small business takeaways. Explore why your ROI has probably changed and what to do about it.
Business needs, changes in management, competitive pressures, or any combination, can lead to significant changes in paid search goals. Where the enterprise was using paid search for brand awareness and customer acquisition and was happy to invest in future growth, now the goal shifts to making search profitable in the immediate term, or vice-versa.
The beauty of paid search is that we can turn on a dime to hit those new goals.
The problem is that flawless execution will produce “bad” year-over-year comparisons that are a natural consequence of the change in goal. Senior executives in other departments and consultants (having no institutional memory) will proceed to beat up the paid search manager for doing her/his job well.
Read full article via Why Changed Goals Require Changed Metrics. SEO Search Engine