Making PPC a success during downturn

Online marketing has been a rare "bright spot" during the ongoing economic downturn, with more people choosing to shop online, one sector commentator has claimed, with pay per click (PPC) the most proven form of advertising.

Benny Blum, in an article for Search Engine Land, said paid search advertising is also a driver of return on investment.

He advises businesses use PPC, as failure to do this could result in the competition poaching traffic that would have otherwise gone to the firm's site.

Furthermore, unlike search engine optimisation, paid search allows the brand to customise its own consumer messaging, while it can also be optimised for the buying cycle of first researching a product or service and then purchasing it.

"Whether you're just starting out in search advertising or looking to grow, building or optimising a strong account from the ground up will set you up for success," Mr Blum concludes.

Search Engine Watch's Carrie Hill recently advised traffic can be converted into customers by making a website easy to navigate so consumers can find what they are looking for and buy it.

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