- Online PR and Social Media
- Usability and Website architecture
- Email Marketing
- Organic or Natural Search Engine Optimization (SEO)
- Paid Search (PPC)
- Online Branding and Internet Consumer Behavior
- Web Analytics
- Display Advertising
- Affiliate Marketing
In the past when considering the scope of these tools I’ve operated under the premise that each of these tactics were created equal. However, recently I came across an interesting statistic that indicates otherwise. According to MagnaGlobal, a division of IPG’s Mediabrands the online advertising industry will reach $61 billion by the end of 2010. The same study indicates that paid search will reach $29.8 billion or nearly half of the online marketing industry by the end of 2010. These massive numbers serve to illustrate the sheer muscle that PPC wields in the online marketing industry.
My aim is to lay out the five reasons that paid search engine marketing remains continues to dominate online marketing spend in 2010 even against the backdrop of tremendous excitement over other online channels-such as social media. So let’s begin!
- Immediate Results
- Marketers Can Target Intent
- Pay for Performance
- Convenience Factor
- Actionable Metrics
In the universe of online marketing there aren’t many tools that you can employ on day one and seriously expect to yield income from by day two. Unless, of course, you’re talking about PPC- PPC allows for near immediate results.
The alternatives to PPC often take long and sustained efforts before results begin to materialize. One of the best things about generating quick results is that this often translates into generating a quicker return on marketing-spend.
Providing advertisers with a systematic method of accurately targeting their messages to audiences that actually want to buy what the marketer is selling represents a cataclysmic shift in marketing. Prior to PPC online marketing was essentially nothing more than a mirror image of the offline world where marketers were just throwing spaghetti or marketing spend at the wall and hoping that some of it stuck. The benefit of targeting user intent is that it allows you a greater chance of reaching motivated buyers as opposed to window shoppers.
Prior to PPC online marketers were only able to pay for exposure or activity. This meant that regardless of whether even one consumer clicked through an ads to the marketer’s website the marketer still had to pay for the campaign.
Giving marketers the ability to pay for performance has gone a long way towards increasing the popularity of search engine marketing.
Let’s face it search engines such as Google have gone out of their way to simplify the process of doing pay per click advertising. With little over a $50 monthly budget, a set of keywords, and a basic landing page even the smallest of online advertisers has access to hassle free online marketing.
For many brands the lure of actionable metrics alone is enough to draw them into using pay per click search engine ads. Metrics such as the click through rate, conversion rate, cost per conversion, view through conversions, and etc. allow marketers to gauge the effectiveness of their messages.
The richness of these metrics empowers marketers today’s online marketers with as much (or more) data as research firms had prior to the Internet era. This means that online marketers are single handedly able to make the most educated decisions possible.
Finally, let it be said that this article is not advocating that online marketers use PPC advertising in isolation. But rather it has been my observation that when combined with the other Internet marketing tactics PPC performs at its optimal levels.
Image Credit: Byron Shell