PPC Agencies Beware

Traffic to retail sites via paid search is dropping as internet users take the direct route. NMA released an interesting article last week about this phenomenon. As a PPC agency this is of great interest to us.

The figures, released by Hitwise, show over the last year traffic via paid search has dropped 2%. This is down to more internet users typing the URL in directly. This is obviously great news for the advertisers that have domains consumers remember.

As consumers become more tech savvy, users will use the URL more particularly as advertisers are promoting their website URLs more prominently, for example on TV ads and shopping ags.

Although PPC traffic is falling, traffic generated by the organic listings is up just over 4%. Although natural traffic is up in this sector an SEO agency can't expect to get the entire marketing budget. This is because research has uncovered that a massive 63% type the URL directly instead of using a search engine. This research emphasises the importance of brand building.

PPC is still a key way to drive sales. Not all consumers know where they want to buy before they go online. This change in consumer behaviour does not mean that if you are a retailer you should stop PPC activity. Your PPC agency should be able to advise you on alternate strategies how PPC can be used.

PPC can be used as a branding tool as well as an acquisition model. PPC should also be used in tandem with your paid search activity and advertisers can see benefits if their PPC agency and SEO agency working together, as it may be possible to own more space on the page for your chosen keywords. Bundle your search strategy in with a well managed affiliate campaign, with tight PPC restrictions and you could dominate the whole first page for your brand or chosen keywords.

As a full service internet advertising agency we always take a holistic view for any campaign; even if we are only providing you an SEO service or PPC service. To speak to us about how we could provide a more holistic approach to your internet advertising contact us today.