It goes without saying that online marketing is getting more and more expensive. Despite the ongoing column inches of economic gloom and doom, the online world continues to buck the trend.

Certain elements continue to remain incredibly cost efficient: Search Engine Optimisation, link building and Online PR, to name a few. Yet there are growing concerns in regard to PPC and the increasing cost to clients trying to develop efficient campaigns.

Increased costs are indicative of its popularity, which many do tend to forget; its big business - with over almost £2bn being spent in this sector during 2007. A good online marketing campaign, particularly for e-commerce and e-tailers will result in strong top 5 position(s) in the Search Engines – supported by similar positions gained in the Sponsored Links. This is a clear indication to a potential visitor to the website that it is one of – if not THE market leader in that sector.

It is true that Paid Search IS more expensive than before – but it is still possible to get a good Return on Investment. The key elements are all about (1) choosing the right keywords, (2) trying to bring in a strong call to action in your ad and (3) working out a realistic budget at the outset. Google and Yahoo are now giving some good advice as to how to set up a successful Paid Search campaign through the relevant webmaster tools.

Conversion rates are also an important aspect of Paid Search – it is always worth having a good call to action on the landing page of any Paid Search campaign. Dependant on the sector, this can be anything from a downloadable brochure, a short Call Back Request Form, money off or vouchers if purchased within a specific period.

There’s no doubt about it – Paid Search isn’t cheap – but its still far cheaper than taking an ad out in a national Sunday newspaper and hoping that the £3,000 investment will be realised.

Tags: Adwords, online marketing, Paid Search, PPC

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