Many speculations and mutterings were heard toward the latter part of 2008 about the push into online marketing due to the oncoming recession, for many businesses from large blue chips to smaller SME’s. The talk of recession set the jungle drums booming last year but 6 months in what have we seen?
Firstly yes! Spends across many platforms have risen in 2009 suggesting that many companies are in fact realising that older much more stayed platforms of reaching the global market are not proving to be cost effective anymore, or even utilising them in much smaller ways to compliment their online advertising efforts. A recent blog post of mine singles out the percentage drops in these previous platforms.
With this massive shift to online we ( PPC Agencies) have seen a vast number of newbies to the paid search field, which in some areas has a detrimental effect. Badly managed campaigns and lack of Pay Per Click Marketing know how has led to higher cost of clicks.
For 2009 this rise in the cost of paid search has driven many advertisers attentions to organic search and is seen as a very low cost alternative to PPC. However working within an environment where we see a vast majority of clients utilising both platforms the realisation is that the cost effectiveness is gained when both platforms are managed correctly. We have also seen a shift toward SEO in the first instance but on the realisation by clients that the limits and timescale of SEO can be constrictive and distant re think their strategy and begin the utilisation of both mediums in harmony.
Before now PPC Agencies would sell their services as a PPC Ferrari against an SEO Morris Minor in terms of speed, and that the effect was as instant as Smash! Now however it is plain to see that the previous warring factions are now working together in harmony and cultivating combined campaigns that compliment both PPC and SEO with cost effectiveness, speed and longevity as key components. Many clients are now reaping the benefits of the quick fix advertising whilst waiting for the long term to do its bit, and in times of economic crisis the partnership of these two is only having a positive effect through this tough time……
In the mean time here are just 6 points to help you and others keep your PPC Campaigns as cost effective as possible
1. Focus your ads on low prices and savings.
2. Use value-related keywords.
3. Make sure your ad groups are targeted and relevant.
4. Don’t waste money on irrelevant clicks.
5. Make it easy for customers to buy.
6. Focus your money on your high-performers.
So which is best for recession PPC or SEO………?
My answer is managed properly the marriage of both platforms will compliment each other to the max and return conversions ….however PPC Managers are better looking!!
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