What is the best form of advertising? Is it PPC?
October 3rd, 2007 by Nick
Newspaper, Magazine, Billboard ads: What percentage of people who see these adverts actually buy? What percentage of these people actually buy from just seeing this advert alone, as opposed to following it up with an online search and then buying? The answer to the latter is probably quite low, however we need to understand the importance of this type of advertising. These types of ads are about building up awareness of a product and arousing interest in a product, not necessarily get direct response from it.
Internet Banner ads: Rich media advertising across the internet sees very few people actually click on the ads (on average 1%) however has great volumes of people actually seeing the ads due to high traffic volume on well read websites.
Leaflet Distribution: this can be seen as more successful than newspaper ads and internet banner ads because it is more engaging with the target audience. A home owner will have to pick up the leaflet off their doorstep and is likely to glance over it on their way in from work. Leaflet Distribution can also be targeted at particular class of people that is driven towards the type of product that is being offered, which will yield increased results.
PPC: As far as I am concerned, this is the king of all advertising. Online search and PPC advertising ties all of the above advertising together to maximise results. If someone searches ‘Liverpool FC shirt’ they are 80% likely to buy a Liverpool FC shirt. But how did this interest for a Liverpool FC shirt originate? It may well have been from Viral Marketing (i.e. word of mouth). This is a very effective way of arousing interest and selling products, hence why large companies invest heavily in cold callers! It may also be from Newspaper, Magazine or “on the paper” advert. Over 40% of people who see the ads which are “on the paper” will go onto make an online search for the product or service. Leaflet distribution is good for direct response and does also improve the direct response from PPC advertising. Banner advertising and rich media advertising across the internet will improve the performance of PPC, also. Studies conducted by two major search engines both proved that conversions and traffic from PPC increase by up to 22% when doing rich media advertising.
In regards to which is the best engine for PPC, well, this is another debate. In brief, Google is the king of volume with 82% of UK searches per month, however MSN is the titan of conversion rates, with the highest conversion rate of all the engines and the highest revenue per search statistics (despite only having 5% of all UK searches).
The average company spends 5% of their yearly marketing budget on PPC, when it this industry is growing by 37% each year. To get the most out of your marketing budget, companies need to look at the effectiveness of each avenue. In summary, PPC gets you the sales, but advertisers need to understand the dynamics of all forms of marketing. A marketing budget should be calculated according to the above dynamics to maximise ROI.
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