It’s not surprising that a recent E-Marketer study shows search marketing spend is increasing around the globe.
People realise that in the current economic climate they really need to justify their marketing spend. I think all marketers are increasing their focus on results, measurement & budget accountability.
The graph above shows that 45% of respondents intend on increasing their PPC spend. Pay per click advertising is cheap and effective. You don’t need a designer to create the ads and you can set your own daily budget to keep costs under control.
Online banner advertising, email marketing & paid search or pay per click advertising can all show a clear ROI for every dollar spent. If you are using the correct tracking tools you can see exactly how many people have converted on your site and from where for every dollar of advertising spent. If only we could see those results for all forms of advertising.
The key to getting the best results online are measurement & optimisation. Are you using an analytics tool such as Google Analytics or Omniture to track online conversions? Are you keeping an eye on what people are saying about you using online reputation management ? If not, you should be.
Track, test, optimise and make sure that you’re getting the best ROI for your ad spend.
Tags: analytics, pay per click, PPC, Search engine marketing, SEM
