Advertising Metrics vs. Real-World Business Outcomes

I recently had a conversation with someone who thinks one of the biggest issues confronting marketers is losing sight of how advertising and marketing affects real-world- business goals.

I tend to agree.

As someone who enjoys the ins and outs of platforms, analysis, and data, it’s very easy to get lost in the numbers or caught up making small, inconsequential changes.

Keeping business goals top of mind is crucial to client success and, from an agency perspective, client retention.

Sure, you now rank #1 for some keywords. That link placement was on a DA 70 site. Click through rate increased 25%!

But are your ads converting?

Are your efforts profitable?

You’re driving sales, but how do the margins look?

This even comes into play during client proposals and early discussions, especially with e-commerce clients.

I like to find out what the client’s margins are and work out scenarios to demonstrate how campaigns will perform at different levels and metrics. This gives potential clients a better idea of what to expect. These included conservative, moderate, and aggressive estimates.

There are even clients that we’ve talked out of advertising through certain channels because the numbers just didn’t make sense.

Attribution plays a huge role in this process. Some channels (organic, Facebook) do a great job driving awareness, but only play a supporting role in conversion. Are you evaluating assisted conversions before you write off a channel?

It’s crucial to keep business outcomes top of mind when evaluating performance. Share of voice, non-bot traffic, and viewable impressions are great, but are they making you money?


Are you using currently using AdWords? Or did you try paid search once and fail to see ROI, have a bad experience with an agency, or simply dismissed it as passe?

If you aren’t using paid search, or haven’t considered giving it a second shot, you’re missing out on a huge revenue source. Paid search still has a place in today’s world of programmatic and social advertising. there’s a reason that Amazon spends nearly $200m per year in AdWords alone.

What continues to keep paid search relevant? Intent. There hasn’t yet been another channel that harnesses customer intent quite like paid search.

The ability to target by actual user search queries allows you access to customers in the middle of their buying journey. We urge our clients to at least dip their toe in the waters of Google and Bing.

Because Google reigns supreme, many clients are surprised when we also recommend Bing Ads. “Who uses Bing these days?” is a typical response. Clients who are willing to give Bing a try are often pleasantly surprised by lower costs and better conversion rates.

Don’t discount something just because a certain type of marketing or advertising isn’t in vogue or relies on a channel you don’t use personally. That line of thinking is a quick way to fall into a rut and close yourself off to potential wells of profit.

Want to learn more about how you can use paid search to harness customer intent for your business? Get in touch with us today.