Lately, we’ve been covering pay per click and paid search topics as reports illustrate the surge in demand for these advertising services. Amongst the data that have recently been published, new data released today by ZenithOptimedia (advertising and communications firm), states Google owns 44 percent of the global advertising market. That number represents a 10 percent increase over the past 5 years. Not only does Google own the majority of this market, the industry titan also accounts for 85 percent of all searches.
With Google’s dominating presence in these key areas, it is important for marketers, advertisers, and search marketers to accept their guidelines and play by their rules. Google has made excellent strides forward this year with cracking down on unscrupulous search firms utilizing black-hat optimization methods. Although there is no such thing (yet) as black-hat paid search, as a marketer looking for a PPC company, it is vital to contract with a Certified Google AdWords Partner. These companies demonstrate the understanding and expertise of how to properly leverage and design paid search for their clients.
Online ad expenditures are expected to continue to climb over the next 4 years, as models end at 2016. A recent analysis by WebiMax founder and CEO Ken Wisnefski states that there is a lot of cash sitting on the sidelines right now illustrated by the dramatic upsurge in Thanksgiving holiday expenditures. Although advertisers are being cautious right not, including those in Europe who are presently dealing with debt-ceiling uncertainty, one thing is clear; Paid search is booming and Google is leading the industry with second-place (Microsoft, 4 percent) far behind.
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.
Google added a new function to their AdWords platform, Estimated Top Page Bid. This new section provides a rough estimation for how much the going rate is for specific keywords you may be including (or plan on including) in your PPC campaign. Bidding on keyword phrases can have a huge impact on your PPC advertising, and with this new AdWords feature, your PPC firm will be able to indicate exactly what that keyword is going for on the specific search engine. This new feature does wonders for any PPC advertiser.
There is a minimum quality requirement for keywords such as having a 3% click through rate (CTR), having a minimum bid requirement, and others. These metrics can sound a bit confusing if you’re not proficient with AdWords, thus hiring the best PPC company is another way to further enhance your success.
Below is a screen shot of the new metric, provided by Google’s official AdWords Blog. The way to see this data on your campaign is to click on the Keywords tab, Columns, select Customize columns, and check Est. top page bid.
The Quarterly Benchmarking Report was released today by Marin Software indicating that advertisers are continuing to shift their advertising dollars from traditional advertising methods to online advertising. The report clearly states that paid search has increased some 61% from last year. This rise in demand however has not driven up the cost per click (CPC).
Consistency: Firms increased their resources used toward paid click 61%, as the amount of impressions also rose 61% this year.
Conclusion: To stay ahead of the changing dynamics of advertising and marketing, companies (both large and small) need to understand the dynamics of the new era of marketing, and strongly consider making the change.
As paid search impression rose 61%, year over year, click through rates (CTR’s) also increased, indicating that PPC companies are more efficiently optimizing their client’s campaigns.
WebiMax is a certified Google AdWords partner. Does this mean that companies that are certified partners receive better results on Google? No it doesn’t, however, it does mean that the pay-per-click (PPC) company is a reputable name in the industry and has passed certification exams, establishing their expertise in the field. A quality PPC specialist can mean the difference between success and failure of your internet marketing campaign.
As advertising moves more online than ever before, has your company considered utilizing Pay Per Click (PPC) marketing? Consider this fact: In a recent report by the Newspaper Association of America, newspaper advertising in the United States for the year ended 2010 has sunk to a new 25-year low. In the same year (2010) online advertising increased over 10.9%. The statistics reveal the real story. Marketers are using online advertisement like never before because it is more effective, efficient, and reaches beyond the boundaries of newspaper circulation areas.
The most important part of utilizing PPC is making sure you are using the best Pay Per Click Specialist that you can rely on with your marketing budget. Having a quality PPC specialist in place can mean the different between success and failure for your internet marketing campaign.
Read more on selecting the best PPC company
It’s also vital to ensure the PPC company you are contracting with is a Google AdWords certified expert. This is a highly skilled certification to receive (much like receiving an A+ from the BBB). As Google has become much stricter and are cracking down on dishonest search engine optimization (SEO) practices, the companies that have this certification are guaranteed to be a highly valuable and credible source.
“It is very easy to bleed through money within paid search if you’re not having it managed properly”, says Todd Bailey, Vice President of Online Marketing at WebiMax. “With having the right PPC specialist, you can trust that your advertising campaign is in a safe place while you can worry about other important aspects of your business, and maximize your ROI”, concludes Bailey.
WebiMax’s team of highly skilled experts has earned them the distinction of being a Google AdWords certified expert. Since advertising is changing landscapes to online form, it is important for companies to evaluate their advertising position and make sure they are spending their advertising monies efficiently and effectively.