Some interesting research has been released on “The Quality and Quantity of Leads Generated by Search Sources” by MarketingSherpa. As you can tell from the graphic, it shows that Search is great at driving new business leads, but where it can fall short is with respect to the quality of those leads.
In my opinion, this further demonstrates the need for closed loop analytics data to determine what combinations of Search keywords and creative yield the most qualified new business leads. It’s not sufficient to optimize for the CPA/CPL alone. Search marketers must employ an optimization strategy that includes a constant pursuit of the perfectly executed ad.
S. Ryan DeShazer
Global Director of Search Marketing