What's Your Search Driven Marketing Strategy?
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1. Search Driven Marketing Questions
Search should be one of your top marketing tools. Unfortunately, you probably have to use at least 4 tools to handle SEM, SEO, PPC, site search and site merchandising. We suspect that optimizing your investments across these areas is hampered by the multiplicity of tools and services you have to use today.
The purpose of this survey is to research search-driven marketing goals, capabilities and accomplishments. We will be presenting and reporting the results of this survey, and you will be invited to the webinar and offered a copy of our report if you provide your email address on page 2 of this survey.
There are only 10 questions. You should be able to complete this survey in 10 minutes.
1
. What types of search-driven marketing do you invest in?
What types of search-driven marketing do you invest in?
PPC advertising on web search engines (eg, Google AdWords)
Paid inclusion in web search engine results (sponsored listings)
Comparison shopping engine placements
Search engine optimization (SEO): improving organic search results
Site search improvements (searching within your site)
Offers on our site triggered by navigation or search actions
We don't invest in any search-driven marketing.
Other (please specify)
2
. How precisely can you evaluate the value/ROI for various search marketing efforts?
We aren't able to estimate or track value
We have a rough estimate of value
We measure value precisely
We don't use this marketing tool
PPC advertising
*
How precisely can you evaluate the value/ROI for various search marketing efforts? PPC advertising We aren't able to estimate or track value
PPC advertising We have a rough estimate of value
PPC advertising We measure value precisely
PPC advertising We don't use this marketing tool
Paid inclusion
Paid inclusion We aren't able to estimate or track value
Paid inclusion We have a rough estimate of value
Paid inclusion We measure value precisely
Paid inclusion We don't use this marketing tool
Comparison shopping placements
Comparison shopping placements We aren't able to estimate or track value
Comparison shopping placements We have a rough estimate of value
Comparison shopping placements We measure value precisely
Comparison shopping placements We don't use this marketing tool
SEO
SEO We aren't able to estimate or track value
SEO We have a rough estimate of value
SEO We measure value precisely
SEO We don't use this marketing tool
Site search improvements
Site search improvements We aren't able to estimate or track value
Site search improvements We have a rough estimate of value
Site search improvements We measure value precisely
Site search improvements We don't use this marketing tool
Offers on our site triggered by navigation or search actions
Offers on our site triggered by navigation or search actions We aren't able to estimate or track value
Offers on our site triggered by navigation or search actions We have a rough estimate of value
Offers on our site triggered by navigation or search actions We measure value precisely
Offers on our site triggered by navigation or search actions We don't use this marketing tool
Creating/maintaining landing pages
Creating/maintaining landing pages We aren't able to estimate or track value
Creating/maintaining landing pages We have a rough estimate of value
Creating/maintaining landing pages We measure value precisely
Creating/maintaining landing pages We don't use this marketing tool
Creating/maintaining Microsites
Creating/maintaining Microsites We aren't able to estimate or track value
Creating/maintaining Microsites We have a rough estimate of value
Creating/maintaining Microsites We measure value precisely
Creating/maintaining Microsites We don't use this marketing tool
3
. How do you balance your investment across the various search-driven marketing opportunities?
How do you balance your investment across the various search-driven marketing opportunities?
We balance weekly or monthly based on results
We balance quarterly based on results
We have difficulty measuring ROI or value.
We don't balance - the investments are independent decisions
We balance investment annually by setting a budget
Other (please specify)
4
. How do you manage the list of search terms that you either advertise or optimize?
Top 50-100 site search words/phrases
Next 10,000 site search words/phrases
Top 100 ad words
All the rest of our ad words
We review our selection of these words frequently
*
How do you manage the list of search terms that you either advertise or optimize? We review our selection of these words frequently Top 50-100 site search words/phrases
We review our selection of these words frequently Next 10,000 site search words/phrases
We review our selection of these words frequently Top 100 ad words
We review our selection of these words frequently All the rest of our ad words
These words are selected automatically
These words are selected automatically Top 50-100 site search words/phrases
These words are selected automatically Next 10,000 site search words/phrases
These words are selected automatically Top 100 ad words
These words are selected automatically All the rest of our ad words
We constantly test the optimization for these words
We constantly test the optimization for these words Top 50-100 site search words/phrases
We constantly test the optimization for these words Next 10,000 site search words/phrases
We constantly test the optimization for these words Top 100 ad words
We constantly test the optimization for these words All the rest of our ad words
We manually optimize for these words
We manually optimize for these words Top 50-100 site search words/phrases
We manually optimize for these words Next 10,000 site search words/phrases
We manually optimize for these words Top 100 ad words
We manually optimize for these words All the rest of our ad words
We automatically optimize for these words
We automatically optimize for these words Top 50-100 site search words/phrases
We automatically optimize for these words Next 10,000 site search words/phrases
We automatically optimize for these words Top 100 ad words
We automatically optimize for these words All the rest of our ad words
We manually manage these ad words
We manually manage these ad words Top 50-100 site search words/phrases
We manually manage these ad words Next 10,000 site search words/phrases
We manually manage these ad words Top 100 ad words
We manually manage these ad words All the rest of our ad words
We automatically manage these ad words
We automatically manage these ad words Top 50-100 site search words/phrases
We automatically manage these ad words Next 10,000 site search words/phrases
We automatically manage these ad words Top 100 ad words
We automatically manage these ad words All the rest of our ad words
We don't manage or optimize these
We don't manage or optimize these Top 50-100 site search words/phrases
We don't manage or optimize these Next 10,000 site search words/phrases
We don't manage or optimize these Top 100 ad words
We don't manage or optimize these All the rest of our ad words
Comment
5
. Who is responsible for marketing effectiveness and quality of search experience?
Internet Marketing
Corporate Marketing
Product Marketing
IT
Other
No one
N/A
PPC advertising
*
Who is responsible for marketing effectiveness and quality of search experience? PPC advertising Internet Marketing
PPC advertising Corporate Marketing
PPC advertising Product Marketing
PPC advertising IT
PPC advertising Other
PPC advertising No one
PPC advertising N/A
Paid inclusion
Paid inclusion Internet Marketing
Paid inclusion Corporate Marketing
Paid inclusion Product Marketing
Paid inclusion IT
Paid inclusion Other
Paid inclusion No one
Paid inclusion N/A
Comparison shopping placements
Comparison shopping placements Internet Marketing
Comparison shopping placements Corporate Marketing
Comparison shopping placements Product Marketing
Comparison shopping placements IT
Comparison shopping placements Other
Comparison shopping placements No one
Comparison shopping placements N/A
SEO
SEO Internet Marketing
SEO Corporate Marketing
SEO Product Marketing
SEO IT
SEO Other
SEO No one
SEO N/A
Site search improvements
Site search improvements Internet Marketing
Site search improvements Corporate Marketing
Site search improvements Product Marketing
Site search improvements IT
Site search improvements Other
Site search improvements No one
Site search improvements N/A
Offers on our site triggered by navigation or search actions
Offers on our site triggered by navigation or search actions Internet Marketing
Offers on our site triggered by navigation or search actions Corporate Marketing
Offers on our site triggered by navigation or search actions Product Marketing
Offers on our site triggered by navigation or search actions IT
Offers on our site triggered by navigation or search actions Other
Offers on our site triggered by navigation or search actions No one
Offers on our site triggered by navigation or search actions N/A
Creating/maintaining landing pages
Creating/maintaining landing pages Internet Marketing
Creating/maintaining landing pages Corporate Marketing
Creating/maintaining landing pages Product Marketing
Creating/maintaining landing pages IT
Creating/maintaining landing pages Other
Creating/maintaining landing pages No one
Creating/maintaining landing pages N/A
Creating/maintaining Microsites
Creating/maintaining Microsites Internet Marketing
Creating/maintaining Microsites Corporate Marketing
Creating/maintaining Microsites Product Marketing
Creating/maintaining Microsites IT
Creating/maintaining Microsites Other
Creating/maintaining Microsites No one
Creating/maintaining Microsites N/A
Comments
6
. How many resources (FTE) have on-going responsibility in each area of search-driven marketing?
0
1/2 or less
1
1.5
2
3
More
PPC advertising
*
How many resources (FTE) have on-going responsibility in each area of search-driven marketing? PPC advertising 0
PPC advertising 1/2 or less
PPC advertising 1
PPC advertising 1.5
PPC advertising 2
PPC advertising 3
PPC advertising More
Paid inclusion
Paid inclusion 0
Paid inclusion 1/2 or less
Paid inclusion 1
Paid inclusion 1.5
Paid inclusion 2
Paid inclusion 3
Paid inclusion More
Comparison shopping placements
Comparison shopping placements 0
Comparison shopping placements 1/2 or less
Comparison shopping placements 1
Comparison shopping placements 1.5
Comparison shopping placements 2
Comparison shopping placements 3
Comparison shopping placements More
SEO
SEO 0
SEO 1/2 or less
SEO 1
SEO 1.5
SEO 2
SEO 3
SEO More
Site search improvements
Site search improvements 0
Site search improvements 1/2 or less
Site search improvements 1
Site search improvements 1.5
Site search improvements 2
Site search improvements 3
Site search improvements More
Offers on our site triggered by navigation or search actions
Offers on our site triggered by navigation or search actions 0
Offers on our site triggered by navigation or search actions 1/2 or less
Offers on our site triggered by navigation or search actions 1
Offers on our site triggered by navigation or search actions 1.5
Offers on our site triggered by navigation or search actions 2
Offers on our site triggered by navigation or search actions 3
Offers on our site triggered by navigation or search actions More
Creating/maintaining landing pages
Creating/maintaining landing pages 0
Creating/maintaining landing pages 1/2 or less
Creating/maintaining landing pages 1
Creating/maintaining landing pages 1.5
Creating/maintaining landing pages 2
Creating/maintaining landing pages 3
Creating/maintaining landing pages More
Creating/maintaining Microsites
Creating/maintaining Microsites 0
Creating/maintaining Microsites 1/2 or less
Creating/maintaining Microsites 1
Creating/maintaining Microsites 1.5
Creating/maintaining Microsites 2
Creating/maintaining Microsites 3
Creating/maintaining Microsites More
Comment
7
. How do you coordinate and optimize investment across the various types of search-driven marketing activity: SEO, search engine advertising (PPC), comparison shopping, site merchandising and site search improvement?
How do you coordinate and optimize investment across the various types of search-driven marketing activity: SEO, search engine advertising (PPC), comparison shopping, site merchandising and site search improvement?
I don't think it makes sense to coordinate these functions.
Politics or organization preclude coordinating these functions.
The executive to whom all these functions report is responsible for coordinating and optimizing.
The people involved meet weekly or monthly to collaborate.
We coordinate some of these functions, but not all of them.
We don't.
We have never considered coordinating these functions.
Other (please specify)
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