Could PPC Be The Holy Grail Of Marketing Magic?

As the high street crumbles under the economic pressure of the media hyped economic downturn, more and more journalists are reporting that online shopping is the way forward to help keep the economy afloat. This in itself has sparked a marketing revolution in the industry with SEO (search engine optimisation) companies vying for the tenders to promote some of the largest companies in the world. The change this impact is having on the marketing and advertising industry is phenomenal, rather than investing in advertising in publications, on the radio and on television, the businesses that are search engine savvy are spending their marketing budget on search engine optimisation, and more specifically pay per click services, better known as PPC.

The PPC services offered by SEO companies are often used in conjunction with organic optimisation strategies to promote the ranking of a website in the world's top search engines such as Google and Yahoo. The pay per click system does exactly what it says on the tin, with the company only paying for the ad each time a prospective company clicks on it when it shows in the online listings. The cost of each click can be as low as a penny, or cost pounds depending on the competitiveness of the search term. The cost of each click is weighed up against something that is known as the click through rate. This is marked as a percentage and gives a success rating of what proportion of the online interest in the ad goes on to purchase a service or product. If a highly competitive search term that costs 2 pounds per click can generate a sale of an item that costs thousands of pounds, such as a car, motorbike or boat, then it is still an economical investment.

One of the most attractive aspects of PPC is that the advert is presented directly to the target market, something that is near enough impossible with other types of advertising and marketing. A customer looking for a service or product online will type in a key word or key term, and the PPC adverts that match up with that search will appear in the search results. Because the user will only click on the advert if it is of interest with regards to the enquiry, there is no wasted investment with the online advert.

Comparing this with an advert placed in a newspaper or on television, it can be seen that the opportunity for return on investment is greatly increased due to the direct marketing potential. By using traditional marketing strategies to target an audience, the best the advertisers can do is put the ad in a place most likely to attract the attention of the target market. This can be based on location, time and associated activities and interests, advertising gambling in conjunction with alcohol for example. The major drawback of this method is the difficulty in determining the success of the campaign. Not so with PPC.

The PPC method allows a business to see exactly how successful a campaign is by the response to the timing and wording of the adverts placed in the search engine results. This means that a campaign can be modified until the optimum advertising package is attained, and the budget is always tied in with the success of that advert. With PPC there is no chance of paying for an advert that none of your target demographic sees; each penny spent is based on the success of an advert attracting the target market, and that is how the financial experts predict that online marketing could save the consumer economy.

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