The human side of pay per click

Human account management is vital to the success of search marketing and pay per click, according to one internet watchdog.

Julia Smith, senior manager at the Internet Advertising Sales Houses (IASH), said that businesses should keep in mind that the "right user" for them was someone who stayed on a website, came back to it or interacted with it.

"It is therefore still essential that human influence is involved as they know the brand and can therefore market the true unique selling points of the site," she added.

Ms Smith stated that she had always been proud that online marketing was the "only truly monitorable medium", but that the power of branding and quality may now be being ignored.

According to the bi-annual online advertising expenditure study from the Internet Advertising Bureau (IAB), in 2008 internet marketing grew its share to 19.2 per cent of total UK advertising expenditure - up 3.7 percentage points on 2007.

IASH is the official sales house council of the IAB and was created to encourage best practice among online advertising sales houses through the adoption of an effective code of conduct.

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