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Is pay per click losing momentum? Is growth in the channel waning? In a recent blog post, Steve Rubel wrote “I am calling a top to this market now. There are five reasons why a pay-per-click advertising recession looms!”
To further explore pay per click's future, we turned to Steve and to Alan Rimm-Kaufman. Alan leads the Rimm-Kaufman Group, a direct marketing services and consulting firm, and he’s a fan of pay per click. Steve, senior vice president in Edelman's me2revolution practice, has his doubts.
We dove into such questions as:
* Are people numbing to pay per click ads as they have to banner ads?
* Is the pay per click channel maturing, and what does that mean?
* Is pay per click more, or less, trustworthy than public relations?
* Can combining channels help drive your pay per click results?
Enjoy …
Link to Original Audio Source
Now, kind listeners, it’s your turn. Please let us know whether you’re thumbs up or thumbs down on pay per click by leaving a comment on this blog! Or, toss out another topic you’d like us to explore. And thank you for listening.
About Alan
Alan Rimm-Kaufman leads the Rimm-Kaufman Group, a direct marketing services and consulting firm founded in 2003. He is a regular speaker at industry events, including Jupiter Media's Search Engine Strategies; the DMA's Annual, Catalog, Net.Marketing, and NCDM shows; NRF's Shop.org; eTail; NEMOA; and DMD NY conferences.
Rimm-Kaufman writes the internet retailing column for Catalog Success. He co-wrote the online marketing chapter of Katie Muldoon's The Catalog Strategist's Toolkit. He has been quoted on internet marketing in DM News, Internet Retailer, Catalog Age, Direct, Business Week, and The New York Times. He serves as a contributing reviewer for online marketing for the academic journal Management Science. He has also taught for Marketing Profs.
Also check out the Rimm-Kaufman blog.
About Steve
Steve Rubel is a senior marketing strategist with over 15 years experience. He currently serves as senior vice president in Edelman's me2revolution practice. Edelman is the largest independent global PR firm.
Steve is charged with helping Edelman identify, test, incubate and champion new forms of communication. He also explores this on his well-read Micro Persuasion weblog and in a bi-weekly column for AdAge Digital.
Steve is often sought out as a speaker and appears frequently in the press. He has been named to several prestigious lists, including: Media Magazine's Media 100, the AlwaysOn/Technorati Open Media 100 and the CNET News.com Blog 100. Prior to joining Edelman in 2006, Rubel spent five years at CooperKatz & Company.
And don't forget Steve's blog.
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Comments
Yes. I agree that PPC is going to starve off the internet marketing scene. There are more and more opportunities on driving quality traffic to websites. PPC is going to be a thing of the past.
Posted by: Derrick Tan | 11.20.07
PPC is dead. There are far too many fraudulent practices such as click-farm companies off-shore and fake search engines which are driving up the price of PPC ads; costing advertisers dollars; reducing overall ROI... When the big PPC engines (Google, MSN, Yahoo, etc) can combat these fraudulant practices, then this medium for advertising will be saved, other wise, you're throwing away good money.
Posted by: Dan Soshin | 11.20.07
PPC seems to be a thing of the past. With many players competing against each other so fiercely and the need of the hour is to fight it out with the biggies.Integrity is also required,mate.
Posted by: Lawn Chair Millionaire | 01.25.08
I don't agree PPC is dead... maybe facing an acute illness but not dead!
The sophisticated digital marketers and advertisers recognize the issues around click fraud, click farming practices etc (to an extent, the click values build this in) but the PPC model is one that remains simple to understand and one where new advertisers appear to have an acceptance. Just look at the levels of money entering the digital search market from those that have never advertised online.
So the key question becomes ... can we find was advances or refinements (technology, process etc) that can reverse/limit fraud? If so, the ROI from using PPC remains positive, the model is well accepted by the general advertising market and is one that is widely used across the world. If not, we look to new pricing models that yet are not subject to such cheating and abuses.
Posted by: Dr Matt McDougall | 04.05.08
Great resource... Thanks for sharing.. :D
Posted by: search engine optimization | 01.13.09
Please explain how Pay Per affiliate works, exactly. Internet business owners who wish to increase their pool of customers have the ability to place promotions on individual websites
Posted by: Pay Per affiliate | 04.02.09
With more and more affiliates being added everyday, the competition is getting hotter. If you are serious about your affiliate promotion you have to be really business savvy. Let's say, for example that your main niche of business is online pharmacy. An affiliate should have all the necessary knowledge and information pertaining to the field. Lack of healthcare cover is driving million of Americans to self help medication. This is propelling the growth of online drug stores as a lucrative internet affiliate program.
Posted by: Affiliate Promotion | 04.02.09