Although PPC is important in the traditional SEO/SEM realm, (and despite Google's ongoing and changing statements in support of them) reports are revealing for dollars spent, this is not very efficient way to allocate IM budget dollars. Of course, new behaviors by consumers are requiring the status quo to think outside the box of "clicks & eyes" marketing limitations and begin changing to meet new social consumer habits.
In my SOMA class on Friday (01-23-09) this subject came up and I think after considering the topic thoroughly it’s an important one to talk about. Considering that Money Talks and many budgets (or “Google dollars”) have been frozen due to the economy and fragile financial outlook with the Dow up and down like a yo-yo, as marketing professionals, it merits some discussion so I am posting it here for your consideration.
First, we know that specifically targeted, well thought out PPC campaigns often can jumpstart a new site or service. Second, we also agree that we have all used PPC and have had mixed results (this is important since often we are spending some else’s money). So, although PPC is important in the traditional SEO/SEM realm, (and despite Google’s ongoing and changing statements in support of them) CTR reports are revealing that for the dollars spent, this is not very efficient way to allocate marketing budget dollars. Also, it’s important to know that this should not surprise us since suspicions of this are nothing new. In fact, many who specialize in PPC campaigns have been noticing this for some time, like Don Lim who wrote a spot on article on this back in November 2007 entitled Google AdSense losing its effectiveness?!
Of course, fast forward to where we are today in the biggest economic down turn most of us have ever seen coupled with executives sweating over budgetary restrictions regarding marketing efforts, and with our clients best (and future) interest in mind, look at this without Google rose-colored glasses on. New behaviors by consumers are requiring the status quo to think outside the box of “clicks & eyes” marketing limitations and begin changing to meet new social consumer habits. “Going where the customers are instead of expecting them to come to you”
Read more here and follow me the whole semester [January 23 - March 18, 2009] on my blog as I diary each day and lesson!