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by Stephen Logan on 19th February 2010
Businesses have been advised that pay per click (PPC) is an essential tool when it comes to ensuring the success of their online marketing campaign.
Writing for the Daily Herald, Jim Kendall highlighted the case of Shadesaver.com, which contributes much of its success to savvy use of PPC services, branded online stores and e-marketing.
Owner of the sunglasses retailer Andy Hortatsos said that in his opinion, the marketing tool is an "extremely" important way of bringing traffic to the brand’s website.
"Folks aren’t visiting brick and mortar malls. They’re going online to do searches. Search tools have gotten better, which makes PPC more important," he explained.
In the article, Mr Kendall reminded firms that the price they elect to pay for the service determines how well their adverts will be ranked on search pages.
Barry Bowman recently told Search Engine Land that PPC adverts can generate an instant response and drive traffic towards a website straight away.