Can awareness of PPC distribution partners boost value?

Businesses embarking on a pay per click (PPC) campaign who are aware of the role that search distribution partners play in such schemes can find that they are able to provide a "great deal" of value, one sector commentator asserts.

In a post for Search Engine Watch, Jason Tabeling states that major search engines tend to partner themselves with websites which do not have a "robust search engine technology" but continue to attract high volumes of traffic.

"Search engines like Google have built such a robust technology and network of advertisers that it looks to leverage these resources by getting additional search volume from people who don't search from Google," he adds.

Mr Tabeling states that this creates a mutually beneficial "ideal partnership" for both the search engine and publisher.

He concludes that businesses should use the data from search distribution partners in order to refine their results and identify new opportunities.

Recent research by the European Interactive Advertising Association revealed that 83 per cent of marketers increased their online advertising spend during 2009, with 94 per cent planning to increase it in 2010.

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