Pay per click is still working
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Pay-per-click (PPC) is still relied upon by many marketers to measure the success of internet ads, a new study has suggested.
Carried out by Chief Marketer, the research revealed that PPC is held in high regard because it is both up-to-date and easy to track.
Of the advertisers questioned in the US, 60 per cent said they measure performance using click-through ratings, eMarketer reported, while fewer than two-fifths looked at overall return on investment.
This followed research released earlier this year from Collective Media that indicated PPC is the most common measurement device for 64 per cent of advertisers.
David Hallerman, senior analyst at eMarketer, commented: “Marketers’ familiarity with clicks is only one factor that contributes to its continued usage as the top metric”.
“Clicks are easy to count, too and therefore an inexpensive metric to gather.”
He added that in order to give a proper assessment of the situation, the indirect impact of internet ads needs to be considered.
This follows a recent survey from Eyeblaster, which eMarketer revealed had found that user engagement is crucial to understanding how effective online advertising is.
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