Are getting the most from PPC?

I recently switched some of our marketing budget into online pay-per-click advertising. It’s produced some good early results, but I need advice on how to ensure we’re getting the most out of it and whether to invest more.

A. Phil Jones writes:

The greatest benefit of online advertising is the fact that leads can easily be tracked back to a specific link. So the more of your marketing budget placed online, the better overview you’ll have on the effectiveness of your spend.

Pay-per-click does produce effective initial results, but there are a huge number of online marketing tactics that can be implemented to boost your profile and generate tangible sales leads. Search engine optimisation (SEO) remains an important tool for companies of all sizes, so it’s important to ensure your website is as optimised as possible to help boost your natural search position. This can be done through keeping website copy fresh and interesting, and using the right keywords to help customers find you quickly online. Just remember that if it’s a route you decide to go down, SEO needs ongoing attention to maintain a good ranking. Talking to an expert will help you assess your current standing, and how to get your company higher up the listings.


Despite the growing dominance of the internet, it would be unwise to place all your advertising online. Now is the time to see where offline and online advertising can complement each other. Most trade publications have an online version – either a website which is regularly updated with news, or an electronic version of the magazine. All these formats still require funding through advertising, so talk to your contacts about innovative campaigns that could span across online and print titles to generate leads. This integrated approach can also link into key sales promotions, direct mailer campaigns and proactive news stories to make sure that the message is loud and clear, however a potential customer hears it.


(will not be published)