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Part: V Tracking Your Return on Investment > Internet Marketing Agencies

Chapter 20. Internet Marketing Agencies

Are you a bit overwhelmed by your ROI tracking tool options? Luckily, there's a “hands-free” alternative if you want it. Work with an Internet marketing agency. Let them implement a range of tools (or use yours) to monitor and then refine your search engine campaigns. You can supervise.

Advertising.com and Performics (see Figures 20.1 and 20.2) are two examples of agencies that offer search engine marketing as one of several services. I chose these agencies because they represent a rarity in this field: They offer a cost-per-acquisition (CPA) pricing model instead of a flat rate or media commission fee. It's not always the best among the three choices, but this no-risk opportunity is unquestionably appealing to companies that prioritize a performance guarantee.


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