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Sep 21, 2010
Article

New Chart: How is PPC Perceived at Budget Time?

SUMMARY: We asked more than 2,000 search marketers how pay-per-click (PPC) was perceived by their organizations at budget time. See this week’s chart to find out what percentages of organizations are increasing budgets liberally, conservatively or not at all, and what this means for PPC marketers in the upcoming year.
by Jen Doyle, Senior Research Analyst

Perceptions of PPC at Budget Time

View Chart Online
Click here to see a larger, printable version of this chart

The newly-released 2011 Search Marketing Benchmark Report -- PPC Edition includes a comprehensive section devoted to PPC budgets, including PPC's share of the online budget, expected changes in PPC budgets for 2011, actual PPC budgets by organization size and industry, and more.

What this chart displays is the perceptions of PPC at budget time. And the verdict is clear -- the majority of organizations perceive PPC as an effective tool for producing ROI, with 77% of organizations indicating that PPC is either producing measurable ROI, or that PPC is a promising tactic that will eventually produce ROI.

Organizations are acting on these perceptions with increased budgets. With increased PPC budgets, organizations will be more enabled to raise bids and coverage for their PPC ads. This increased level of competition challenges organizations to formalize PPC processes and become more efficient at identifying new keyword opportunities, improving quality score and increasing clickthrough and conversion rates to avoid getting priced out of the game, or not using their spend to its greatest potential.

For additional research data and insights about search marketing, download and read the free Executive Summary from MarketingSherpa’s 2011 Search Marketing Benchmark Report -- PPC Edition.

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