Question

Topic: SEO/SEM

To Pay-per-click Or Not To Pay...

Posted by jtile on 6/5/2008 at 7:38 PM ET 250 Points
My question is - who clicks on the sponsored links from Google, yahoo etc.? Personally as a consumer, I NEVER even glance at the sponsored links as I know they are paid advertisements.

I recently did a trial campaign and am torn on whether to continue or not. The campaign (3 months) did generate some traffic to the site but on average 40-50% of our traffic is organic without the adwords campaign.

Thoughts?

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RESPONSES

  • Posted by jtile on 6/5/2008 at 7:46 PM Author
    We don't actually make sales on our site. We are a wholesaler so it is really just brand awareness.

  • Posted by jtile on 6/5/2008 at 7:49 PM Author
    This is true, we do have to seperate our own behavoir from the equation.

    I am also looking at the SEO side of things.

    Thanks!
  • Posted by Jay Hamilton-Roth on 6/6/2008 at 8:35 AM Accepted
    It really depends upon your goals (what do you want people to "get" from visiting your site?). Since you're a wholesaler (and it's about brand awareness) then is your PPC boost (which as others mentioned, you need to quantify) useful? Are the people that are clicking on your PPC ads bouncing quickly from your site (if so, then change your ads or stop PPC)? It would seem to me that you'd want your name associated with top-quality product reviews (sites that influence purchase decisions).
  • Posted by bruce on 6/6/2008 at 12:11 PM Accepted
    I would like to add to this discussion, but after reading JHR's summary, he has captured the essence of your challenge.

    But as a consultant to a wholesale company that spends between $40 and $80K per month on a modified PPC program across four SEs, as well as with an "outside" sales team, 90% of their measured Brand awareness and over 86% of sales comes from their Internet investment. And although it is cash flow intensive, their ROI is well over 130% from this investment and their employee overhead is half of the outside sales force.

    For the right company and the right product offering, this is the "Now" and the future of direct sales.
  • Posted by melissa.paulik on 6/6/2008 at 12:42 PM Member
    Jessica,

    LC is right on. Marketers always need to remember that we are not our audience. This applied to all marketing decisions and not just pay per click advertising.

    All the best!

    Melissa
  • Posted by jtile on 6/30/2008 at 10:54 AM Author
    Thank you Matthew -

    You have hit the nail on the head with our business and are exactly right - we need to do something to get people involved on the site - right now there is nothing to do other than 'look/surf' the site and then leave.

    Appreciate your response.

    Cheers - Jessica.
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