Pay-per-click advertising
Thursday, 21, Feb 2008 11:30
There are many possible rewards resulting from a successful pay-per-click (PPC) advertising campaign, an expert has asserted.
Lisa Wehr, chief executive officer of Oneupweb, made her comments as the marketing agency published its new Paid Search Survival Guide.
"From improved lead generation and higher customer traffic to improved sales volumes, PPC advertising campaigns can streamline prospecting processes and sales overnight," she continued.
However, before investing in such a strategy, marketers should ensure they understand tools such as landing pages and AdWords, as well as phrases such as conversion analytics, Ms Wehr urged.
Furthermore, they should be aware that a PPC programme works best when used alongside a natural search engine optimisation strategy, she added.
E-consultancy suggests that paid search can be expensive and that users tend to prefer natural results to paid listings.
It argues that by only using paid listings, a company limits its visibility and that optimising a website for search helps build a better experience for the user and therefore more repeat business.
