Pay-per-click advertising spend increased 20% in the US this year. Google controls the vast majority of the clicks and spend (estimated to be about 68%). Google is still on top and may be gaining ground—reportedly, it has taken back some of the market share that was lost to the Yahoo/Bing alliance.
Google has made strides in the past year to help advertisers attract only qualified traffic. Keyword settings and other tools have been improved and ads are unlikely to be triggered unless they are relevant to the search query. Consequently, Google is seeing an improvement in overall click-through-rate. A well structured campaign that uses the proper keyword settings can be a very efficient lead source.
Even with the improvements to the keywords settings and tools, it’s still very easy to make critical and costly mistakes. If you’re thinking of taking the do-it-yourself approach, we suggest you have an experienced PPC manager set up and launch the campaign. We’ll be happy to do that for you! Just give us a call.