January 18, 2011 Michael Bickerton
I’ve attached the Wikipedia definition of Pay Per Click largely because many of our clients have not fully embraced PPC campaigns.
We have noticed an upswing in PPC activity in the marketplace. From the information I’ve been able to obtain from marketing sherpa, over 75% of organizations are impressed with the tactic or are planning to use PPC as a tactic this coming year.
Let’s keep in mind, advertisers have always paid for advertising, the media didn’t matter, newspaper, magazine, billboard, television and radio. It has been an interesting time, during the Internet advertising boom; CPM (cost per thousand) was widely used. PPC (pay per click) was much slower to be adopted and now seems to be the only solution.
There is now an increased level of competition for keywords and as such the bidding process has led to the formalization of PPC processes. As well, due to the increased cost, digital agencies are required to improve the quality of the keywords. The goal naturally is to increase conversion rates and ultimately increase the number of “clicks” or the click through rate.
Increased activity leads to increased budgets, which naturally leads to increased costs. As your digital agency, we recommend that you review and implement a PPC program. Every company needs to evaluate its position, determine the prime keywords, and build these words into your online advertising spend. PPC is a key tool in search engine optimization.
Let’s keep in mind, pay per click is still a favoured tactic amongst marketers, and this trend will continue. Keep in mind, PPC is an effective way to drive traffic, increase sales and is an effective tool in your digital set of tools. What’s in your toolbox?
Michael Bickerton, Raven5 Ltd, Toronto, January 2011