If there was one key metric that we would recommend every search marketer to adopt, it would be “value per visit”. Value being calculated as (Revenue – Cost), visit being calculated as visits to the website driven by search engines (we have found that clicks and visits often differ, clicks > visits).
Why is Value Per Visit the most important SEM metric?
The metric focuses on what matters to any business – revenue and profitability – and connects it with visits driven by search marketing.
It is all about quality of visits and the conversion potential of each visit.
This metric is valuable for creating “hyper-targeted” SEM campaigns: Example – Value per visit per Geo; Value per visit per promotion run; Value per visit per Day-Part, etc.
Value Per Visit for Geo-Targeted campaigns (an example): Helps you allocate your budget among various states in a prudent manner.