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E-business execs want to devote more to pay per click
E-business executives wish that they could devote more resources to pay per click marketing in order to make it more successful, according to a new poll from the e-tailing group.
The executives questioned for the poll broadly considered themselves quite experienced with pay per click, with 66 per cent investing in it for more than two years.
Around 54 per cent ranked their teams as seven out of ten or higher when it came to their pay per click marketing sophistication. The firms were also spending on a range of major search engines, with 100 per cent spending money on Google, 90 per cent spending on Yahoo!, 76 per cent spending on MSN and 27 per cent spending on Ask.com.
President of the e-tailing group, Lauren Freedman, said that around 44 per cent of those surveyed allocated more than one-fifth of their advertising budgets to pay per click campaigns and 40 per cent managed more than 5,000 keywords, reflecting how much importance they gave to the method.
She said: "Resource constraints plus limited time availability and skilled personnel to dedicate to PPC were...frustrations clearly expressed by these merchants."
According to the report, 80 per cent of firms measured the success of their pay per click campaigns using ROI, while other firms used web stats such as number of conversions (53 per cent) or number of clicks (31 per cent).
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