Pay-per-click: Gotta pay to play

November 1st, 2007 by Carolyn Gardner

According to an Oct 2007 survey by NetElixer and the e-tailing group, more than half of US online retailers say that up to 40% of their orders now come from pay-per-click (PPC) marketing. Wow!

And if that doesn’t want to make you increase your PPC spends in 2008, what will?

But hold on a second…you might also want to consider ROI consistency? After all, PPC and search are relatively new forms of marketing and as such, they’re not a slam dunk all the time.

As an email marketer, I was especially interested to see that even though the survey went to search marketers (who would likely be a little biased in the benefits of search), they still gave email marketing (with house lists) the highest degree of confidence in terms of measurable ROI. Personally I find that kind of funny since measured email metrics are not 100% accurate in terms of actual metrics. Refer to my Oct. 31 post for more rant on that…

Anyhow, as for confidence in terms of measurable ROI, check out the chart below…

Posted in Carolyn Gardner, Email marketing, Search Marketing, eCommerce |