The general tone around the digital marketing industry lately has been somewhat bleak. Over the last handful of years, specific channels have gotten more and more popular, driving competition to high levels. These factors have together increased prices for many digital channels across all verticals. To continue the difficulty of the market, consumers are becoming more educated on how to interact with paid and organic search results, which has caused a recent downturn in engagement in larger engines (specifically Google).
PPC is no stranger to the situation above and is, in fact, caught quite in the middle of it. Many paid search clients and accounts are seeing year-over-year budget increases without necessarily the same increases (if any at all) in performance.
What does this mean for paid search? PPC provides a highly controllable channel from which you can test, forecast and project business goals and performance through. It’s time to begin (if you’re not already) utilizing the channel to power your entire marketing plan.
In this Whitepaper we’ll discuss:
- Gaining insight to ‘real-time’ market testing
- Targeting new niche audiences
- Developing business growth opportunities
- Utilizing PPC to fill other funnels