Consider budgets 'when launching PPC campaigns'

Companies which are considering launching a new search marketing campaign must give thought to how their budget will break down, an expert has urged.

Yahoo! communications manager Kastle Waserman made the comments through the engine's search marketing blog, warning firms using pay-per-click (PPC) tools not to simply "set and forget".

"To make room for the new campaign, you might have to consider reducing the spend from other campaigns, so that all of your 'slices' add up to the total account budget," the blogger asserted.

One of the main benefits of a PPC campaign compared to other advertising platforms is that it can be changed and refocused at short notice to better target the appropriate audience, the post concluded.

The WebSearch Workshop site suggests that PPC advertising can be effective for short campaigns or for a site which is newly launched but adds that it can remain a "constant cost" for businesses.

However, it added that for long-running projects or websites, optimising the pages and content for search engines can add value to a site even after the marketing efforts end.