DWP spend for PPC and SEO reaches £1.1m
The UK Department of Work and Pensions has released details of how much it has spent on pay per click advertising since 2006, but will need to cut back.
DWP spends £1.1m on paid search and PPC services over 4 years
Wednesday, September 08 2010 by Steve Swallow
Search engine optimisation and pay per click (PPC) internet advertising spending by the Department for Work and Pensions (DWP) reached £1.1 million over the last four years.
Expenditure on paid search and PPC for website promotion with Google and other leading search engines by the department and its agencies was outlined by work and pensions minister Chris Grayling in response to a parliamentary question.
Search engine optimisation specialists working for the DWP’s in-house communication teams were responsible for managing SEO.
However, Mr Grayling noted that DWP agencies do not have access to any “search engine biasing” funding.
The largest proportion of costs were accrued during 2009-10, when £956,000 was spent on PPC and related paid search. This compares to just £2,500 in 2007-08 and £5,100 in 2006-07.
Mr Grayling added that a standardised method for quantifying website costs across the department’s agencies was currently being developed in collaboration with the Cabinet Office and would be available from April 2011 onwards.
Many search engine optimisation firm experts and internet consultants are likely to assume that the majority of this spending was with Google, which is by far the most dominant search engine in the UK.
However, Mr Grayling indicated that individual figures for spending “are not available for Google and other search engine providers”.
He added: “It would be at a disproportionate cost to extract these individual costs.”
Perhaps most interestingly, the DWP does not look as if it will be able to replicate last year’s spending on PPC and other search tools, which could impact the website’s visibility and ultimately people’s access to governmental information on search engines.
Mr Grayling noted: “The current cross-government policy of freezing all paid for marketing and advertising has suspended spend on this type of paid for search term until further notice.”
Living Streams “Improving clients’ profitability through better use of the internet”.
Search Engine Optimization Consultant
Pay Per Click Internet Advertising
Christian Web Design