PAY PER CLICK

Organisations are scrutinising their PPC activity like never before...

PPC has taken a huge slice of many marketing budgets over recent years with Google Adwords accounting for about 80% of this. Google have been able to create a market within which the auction for keywords drives prices inexorably upwards. Although PPC conversion rates remain good the increased costs are now forcing organisations to reconsider their choices.

Organisations are scrutinising their PPC activity like never before. They are reconsidering their choice of keywords, considering whether to use alternative PPC suppliers such as yahoo and Miva, and looking for other methods to drive convertible traffic. The ease with which an organisation can turn PPC activity on and off makes it an ideal medium in an uncertain world. The skill however is to know which keywords are driving conversions and which are not, to do this analysis across all possible PPC vendors and to compare these results with other marketing activities such as Search Engine Optimisation. Only when a truly holistic approach is taken can an organisation be certain that cuts are being made in the right places.

Intellitracker Enterprise includes all of the tools needed to analyse the success or otherwise of your PPC activities. Set in the context of the conversion rates achieved by other marketing activities, you can analyse the traffic, conversion rates and revenue generated by each keyword from each vendor. You can then make decisions on marketing expenditure based on real information rather than just gut feel.