Measuring Search Engine Marketing ROI
http://www.iabc.com/cwb/archive/2003/1103/techcorner.htm

Sherman, Chris
Communication World Bulletin
2003

Abstract:

Spending on search engine marketing (SEM) is rising dramatically, yet surprisingly few companies are measuring the effectiveness of their campaigns. In a short survey conducted by web analytics vendor NetIQ, more than 800 participants responded to questions about their search engine marketing efforts and their attempts to measure success. The survey responses provide interesting insights into the state of search engine marketing ROI.