PPC is winning the day

It seems that pay per click is increasingly being seen as the safest place to put your advertising budget. Faced with a choice between a fully measurable media with a proven ROI and less measurable offline alternatives, the ad dollar is taking the safe option.

This also reflects a natural focus on direct response as against brand advertising, for the same reason.

The evidence ...



As as to why, “the accountability of paid search makes it more valuable than most other forms of advertising, online or offline,” said David Hallerman, senior analyst at eMarketer. “When companies cut ad budgets, the spending that continues needs to be more focused than in flush times. User searches create ad focus, telling the advertiser that the person is interested in X product or service at that exact moment.”

For full article see eMarkter.

For more, try Internet marketing seen as a safe pair of hands