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Paid search is, was and always will be an extremely hard-fought arena for online marketers. This looks set to intensify further after Hitwise reported that paid search traffic share is down 26% across the full range of sites that they monitor. According to their research, it now accounts for only 7.25% of total Internet visits in the past month.
This could of course be happening for any number of reasons; advertisers reducing ad campaigns, more of a reliance on organic search matches or fewer relevant ads being available to searchers could all be partially accountable for the slump.
Despite this fall, there’s no reason whatsoever to withdraw PPC campaigns. More than anything, this should serve as a wakeup call for anyone who has been coasting along with their paid campaign for a while and only achieving moderate results. It also emphasises the need for your website to achieve a high search ranking; because whilst PPC advertising may be suffering, it is evident that other areas, particularly organic search, must be benefiting. So this may not be the worst time to boost your SEO content.
In truth though, the most drastic drop in paid search was seemingly found in larger companies, such as Home Depot and USAA, who are likely to have diminished their advertising campaigns due to a naturally high search ranking. So perhaps this is more a sign of the current financial climate and the cost cutting measures that big businesses are going through, rather than a bleak vision of the Internet as a whole.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.