The paid search offering has many people torn over whether paid clicks are as valuable as free traffic. As the Paid Search department head at WebiMax, I see every day that when used properly, as with all marketing mediums, it is a great tool and can have a drastic impact for a business. From a common perspective, one can easily say that “I just glance over the ads,” but if you saw a text or display ad published that had an offer that you just couldn’t refuse (sorry for being cliché) or an ad that reminded you of something that you were looking into last week and were just pulled away from researching the first time, tell me that you would not be engaged at all.
In the example above, I was simply referencing ads potentially positioned by keyword or remarketing targets, but that only scratches the surface of what you can do with paid search. This is an offering that has resulted in consistent spending growth. In fact, the latest Convario report shows an 18% growth from 2011 to 2012.
With 90% of the overall ad spend last year, Google remains the largest player in the paid search space, with Bing/Yahoo! coming in second. eMarketer also reported in Q3 2012 that the major search engines paid search revenue will account for nearly two-thirds of all digital ad spending, which is estimated just over $37 billion for 2012.
If you are not currently promoting your business through a paid search plan, you may be missing out on some valuable opportunities. With over 12 years of existence, paid search has come a long way, and there are options to fit all marketing budgets. If you would like to discuss some options from strategy, consulting or a full management plan, just let us know and we will be happy to help.
Already have a paid search marketing plan?
Keeping up with all of the enhancements and opportunities to grow your business and increase brand awareness from paid search may be difficult. This not only applies if you are the owner or president of a SMB, but also if you are working within a marketing department of a larger corporation. If this sounds very familiar to you, I can assure you that you are not alone.
Some critical areas that are sometimes overlooked, but may have a drastic positive impact on your paid search planning/accounts are:
• Ad Extensions
• Tablet Optimizations
• Mobile Optimizations
• PLAs and CSEs (for e-commerce sites)
• App ads
• Video ads
In addition to the focuses listed above, I cannot stress the importance of proper metric tracking from the start of any marketing initiative. With digital mediums, tracking can be pin-pointed more accurately than traditional media. If you do not have your tracking set up properly, you may be missing a piece of the puzzle when accessing and optimizing your plan. Whether you are currently working with an agency or handle your marketing in-house, I am sure that you have the basics in place regarding tracking, specific targeting, account structure, enticing ads and great user-experience landing pages. If this is not the case, or you would like to learn more about our team of paid search managers, don’t hesitate to contact me.
Paid search has more or less taken over as one of the leading forms of advertising on the internet. Traditional techniques including mass-media (newspaper, television, radio, etc.) have been suffering over the past couple years as challenging economic times have caused advertisers and marketers to be cautious and even abandon their marketing initiatives. A recent report by the Newspaper Association of America projects newspapers will achieve a new low in advertising sales in 2011. The Association expects ad revenue to be $24 billion, almost 50 percent less than its peak of $49 billion in 2005. While this sharp decline in newspaper advertising certainly includes concerns over the economy, at the same time, cost-efficient advertising including paid search has been surging.
Paid search includes the implementation of pay per click services to create targeted ads on search engines including Google, Yahoo! and Bing. While PPC is still a relatively new concept to marketers, its results thus far are astounding. Google release their Q3 earnings report in October and posted a $10 billion increase in revenue, 23% of which is due to a surge in paid search revenue. While this is a small piece of the puzzle, truth is research indicates paid search is expected to continue its upward trend thru 2016 (*important note models end at 2016).
As paid search becomes the new era of advertising, marketers should pay attention to the reputation of PPC companies. Ensure your PPC firm is a Certified Google AdWords Partner. Also, make sure the firm has a reputable list of clients and has demonstrated their expertise in the field.
As a follow up to our May 16 blog titled “Spending on Paid Search Increases”, eMarketer released some forecasts today shining light on to the $14.38 billion industry, and projecting 2012 revenues. In total, eMarketer sees the online search industry surpassing $17 billion for 2012. 77% of that industry, will be owned by Google.
Although Microsoft’s Bing has made strategic moves this year to try to take some of Google’s 77% market share away from them, the forecast sees Google continuing to build a further lead on them. Bing will, however, pass Yahoo, pushing them to the #3 spot. Time Warner’s AOL ranks #4 in online search.
“The advantages of paid search are its immediate return on traffic, related to targeted keywords, demographics, geographic targeted loccations, and websites your organization wants to reach”, states Todd Bailey, Vice President of Online Marketing at WebiMax. “Companies are obviously understanding the significance behing this type of marketing, evidenced by the intense growth in the industry”.
WebiMax is rated the #1 Pay-Per-Click Management company in the United States, by TopSeos.com. Hiring a quality PPC Specialist can mean the different between success and fauilure of your internet search campaign.
Far too often do companies contract with firms that do not have the proper personnel in place, and they don’t receive the conversion’s that their looking for. Advertising dollars can fall through the crack very easily in online search. Contracting with the right PPC Expert can hold the ultimate fate of your company’s campaign.