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Pay-Per-Click Costing More
By Andy Beal
Expert Author
Article Date: 2005-02-11
BusinessWeek Online takes a look at the increasing cost of PPC and how some advertisers are becoming more targeted with their keyword buys...
(not exactly breaking-news, but we're glad BW caught-up).
... The approach to purchasing keywords is changing fast. Companies bid to place their ads alongside keywords relevant to their products. A travel agent, say, might bid on ``Caribbean cruise'' and ``airline tickets.''
But many advertisers have found such generic keywords to be pricey and less likely to cover the ad cost. Instead, they are bidding on a larger array of more specific keywords: a telecom company might choose ``wireless plan'' rather than ``cell phone'' in an effort to lure the most interested buyers.
In the past year the average advertiser's roster of keywords grew by 50%, according to Efficient Frontier Inc., a Mountain View (Calif.) company that manages $100 million in keyword purchases for its clients.
About the Author:
Andy Beal is an internet marketing consultant and considered one of the world's most respected and interactive search engine marketing experts. Andy has worked with many Fortune 1000 companies such as Motorola, CitiFinancial, Lowes, Alaska Air, DeWALT, NBC and Experian.
You can read his internet marketing blog at Marketing Pilgrim and reach him at andy.beal@gmail.com.
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