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Despite the cuts, ad agencies and marketing agencies should continue to fight for their pay per click (PPC) budgets. Smart advertisers will realize when the roller coaster ends, the companies that continued their search campaigns have built more effective, efficient and profitable businesses.
There are a variety of reasons search will be more expensive in the coming year. First and foremost, PPC is getting more expensive because search engines are becoming better and more relevant. With so many searches every day, it is difficult for search engines to sift through a variety of ad types, domains and bids. Picking the most relevant ad for a search query is becoming trickier while it is more important than ever as less relevant ads are less likely to get a click.
With more people kicking off PPC campaigns, search engines are forcing them to improve their ads and campaign structures. Currently, search engines are using ad copy, landing pages and load times as important determining factors when completing a search query. With improvements to copy, load times and other factors come higher click through rates (CTRs). Companies will see higher conversion rates, but they may have to pay a higher reserve cost per click prices. Keyword prices are on the rise as well. The cost per click will continue to rise as advertisers compete to improve their conversion rates.
Changes in consumer search behavior will be another factor in the increasing price of PPC campaigns. Consumers are getting online more often, which means additional search query volume and a higher chance your ad will get a click. Consumers are also getting smarter. They are learning which sponsored ads are relevant and which ones will be worth their while.
When the economy begins to recover, expect to see more people searching and your PPC budget dwindle. As consumers have more disposable income, they will begin searching online more often. While this can possibly drain your PPC budget, it will also mean more people are buying and your conversion rate can be higher. That said, as conversion rates improve, the reserve price per click will increase. Understanding this concept and constantly retesting the elasticity of the marketplace is a key to succeed in the changing economic environment. It is not a guarantee that you will save money, but it is a guarantee you will spend your money wisely.
Graphic and rich media will enhance PPC and make it more expensive. As search engines meld graphics and other rich media with search engine results page (SERPs), it will begin costing your company more money. Click through rates will increase when anything from a logo to product picture are included in the ad with SERPs.
Search engine wars will also be responsible for the rising price of PPC. As Microsoft fights for its standing against Google, you will see changes to both search engines. With the changes, you will likely experience an increased price for you PPC campaign.
While you may be spending more for your PPC digital marketing campaign, you will find it worthwhile. The web is the newest way to advertise your business, don’t wait for your competition to beat you to the customers!
About Holland advertising:interactive
Founded in 1937, Holland advertising:interactive is Cincinnati's oldest family-owned advertising firm and the third oldest in the nation. The agency provides leading-edge strategic brand development, distinct creative, and unique media planning and placement. For more information, please call 513.721.1310, visit www.HollandAdvertising.com.
Article Source: http://www.articlemotron.com
Everything is getting more expensive and search is no exception! We are breaking down why you should expect to pay more for search in the coming year.
Mark Holland, Vice President of Holland Advertising: Interactive is Cincinnati's oldest family-owned advertising firm and the third oldest in the nation.
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