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Is the Pay-Per-click Sandbox getting crowded?

I have been on the trade show (Home and Garden Show) circuit for about 3 months now. I have heard about every type of PPC platform available. There seems to be teams of “rogue” spin-off agencies, using software and methods to develop custom PPC campaigns. While I feel that this will foster innovation, I am also inclined to believe that this will dilute the quality of the product. Too many chiefs and no Indian’s.

Who will pioneer new technology?

The answer isn’t as simple as you would think. Google will be continuing to dominate in the internet advertising arena, while Yahoo will embrace as many “flashy” media widgets and gadgets, with the most curb appeal. Invoke and prevoke are the operative terms. In order for MSN and ASK to continue, they will need to gain ground in both media and advertising arenas. The aforementioned “rogue” agencies, will be the deciding factor. There ability to manipulate marketing campaigns and use behavioral targeting to raise ROI and decrease ad budget, within each search engine, is the obvious path to “internet marketing richeousness”.

Why is this a risk? 

However, there are certain “side effects”. These side effects can range from, outrageous CPC’s, Low Quality Scores or even complete demographic and keywords omissions. The importance of a great internet marketing rep is the obvious scapegoat. The account rep, from a “Big Name” print directory or  the search engine provided advertising interface manager, is the business owners only synaps to the web. There are numerous fail-safes in these marketing platforms, however if not activated they will be useless. THERE IS NO “SET-IT and FORGET-IT” internet marketing. I don’t care how well your software’s algorithm sparces search value and criteria, you need to monitor and optimise. When you leave a search marketing system to run itself, the results will instantly reveal this. It’s safe to say “You Reap what you Sew”.

In conclusion, as our industry begins to hit full throttle, we the consultants and reps need to insure that we are giving it our ALL. The future of our industry is dependant on this quest for the lowest CPC. Or is it the best ROI. Wait a minute, it could be the best overall SERP. No matter what factor you use to gauge you internet marketing success, make sure that you never fall victim to a LAZY internet marketing strategy.

Morgan Cushey

Morgan Cushey

Content Writer at Higher Images Inc
Morgan Cushey writes SEO articles for clients who want to enhance their online authority and see their Google Rankings rise. She has written entertaining and informative SEO-focused articles across a wide range of industries, from dentistry and landscaping to tourism and pest control, giving her a comprehensive knowledge on a variety of subjects. Morgan has a Bachelor of Arts Degree in Journalism with a minor in political science from California University of Pennsylvania. She has been a lifelong writer and has extensive experience in many styles of writing, from SEO-focused articles and PR to non-fiction and feature news articles written for local newspapers. Morgan lives in Monongahela, PA, with her fiancé Aaron, where she spends her free time reading or snuggling with her two dogs, Biscuit and Ellie.
Morgan Cushey

March 16, 2008
By: Morgan Cushey
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