Collaboration helpful in PPC campaign

Firms which hire a professional online marketing company to run their pay-per-click (PPC) campaigns have been offered advice by an expert in the field.

PPC refers to the adverts which appear in search results, where companies pay according to how often users click on their links.

Brian Carter on Search Engine Journal explained that many businesses will hire professionals to deal with their online campaign because it is “more complicated than you think and too complicated for you to manage if you don’t do it full-time”.

He said that the perfect situation would be where clients are making suggestions on the campaign, but not involving themselves with micromanagement.

“It makes sense to suggest keywords and ad ideas, but not to decide which of these to keep - the data will make this abundantly clear to your PPC manager,” he added.

The online marketing sector has been predicted to grow, despite the ongoing economic downturn.

Earlier this month, ZenithOptimedia suggested that 2009 will see growth of 18 per cent in the industry, despite traditional media markets falling.