Joseph Kerschbaum (Clix Marketing): performance and ROI rule
Earlier this week, Joseph Kerschbaum, Client Services Director at US-based PPC company Clix Marketing shared his views on the global PPC and SEM trends for 2010 in an interview. Kerschbaum also gave some recommendations regarding a successful PPC strategy. As you will discover, his company is shifting from “simple Search Engine Marketing to performance marketing” too, a clear trend I see in many SEM agencies. For your information: David Szetela, CEO of Clix Marketing, will be moderating a workshop at the SES London 2010 conference. Some takeaways from the interview.
Kerschbaum started by explaining how the PPC market is evolving in the US in this economic downturn.
This is what he says: “Advertisers are putting more focus toward analytics and measuring return on investment. Sure, companies have been measuring their results from Search Engine Advertising for years, but smart companies are analyzing and optimizing their performance more granularly now, trying to generate as much revenue per-click as possible”.
Next comes the almost inevitable shift towards performance marketing.
Kerschbaum: “Smart advertisers are enhancing their landing page experience and streamlining their shopping cart process in order to increase their conversion rate. This leads us to a shift from simple Search Engine Marketing to performance marketing, as coined by a recent blog article. PPC campaigns are being held to higher standards. In this economic climate, performance and ROI are more important than ever”.
As promised in the title of this post some trends for 2010, as Kerschbaum sums them up:
Joseph also gave three tips regarding a successful PPC strategy:
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