PPC Spending in a Recession: Improving Ad ROI

google-yahoo-bingIn a down economy, most companies begin to scrutinize ad spending, and are often are required to cut back on non-measurable advertising channels. In the search for marketing channels that provide reliable Return On Investment (ROI) figures, where do we look?

Enter Pay-Per-Click advertising. Also known as PPC. If you are new to this term, don’t worry. You probably know more about it than you think. PPC ads are the text-based ads that appear on the results page of any search you perform. You’ve probably seen them a million times on Google or Yahoo! or Bing. They usually take up the far right column, and sometimes can be seen at the top of the page too.

First let me say that PPC isn’t good for every company, nor is it always the right tool to use to market a new product or service. For instance, if you run a software company that makes a never-seen-before business-to-business application for education institutions, you would probably find that PPC doesn’t work as well as direct sales. If your product is highly technical, or if it requires a shift in thinking for your customer to “get it”, a small text-based ad probably won’t make the sale for you.

But for many companies (dare I say most companies?) running a PPC campaign through major search engines can provide incredibly accurate ROI in a time when spending is critical. During a recession, advertising dollars rightfully are directed toward performance-based marketing, such as paid internet advertising. Why? Because when cuts are needed, it’s easier to stick with results-driven channels that have a measurable ROI.

If Envision can help you understand the benefits of PPC, contact us.

New customer: The Yahoo! Baking Company has become a Holiday tradition

Nothing says “it’s the holidays” like a delicious fruitcake and other delectable treats. And no company makes desserts as good as Yahoo Cakes. And with shipping right to your door, it doesn’t get any easier.

Yahoo! CakeMake no mistake, this isn’t the global internet company. This Yahoo is based in Sherman, TX and makes some of the finest desserts known in the U.S., including rum cake, carrot cake, fruitcake, cheesecake, peanut brittle, and cookies. Envision has been selected to manage their 2008 online marketing campaign, focusing on pay-per-click ad campaign strategy and management. We plan to keep working throughout 2009 on improved organic search visibility.

Now, treat someone you love to a delicious dessert!