Cutting PPC costs can work

15:00 2nd February 2009

The cutting of pay-per-click (PPC) advertising costs can lead to a boost of overall search marketing profits, one case study has suggested.

Speaking to Internet Retailer, Jack Keifer of childcare product outlet BabyAge.com insisted that by focusing on lower-price keywords, his website was able to enjoy more click-throughs as a results of less pricey PPC campaign.

Mr Keifer said that this prudent use of funds can lead to a turn around in search marketing drives.

He explained: "We have brought pay-per-click spending down to under 15 per cent of total marketing budget, from up to 75 per cent two years ago.

"It has worked out well. With less dollars spent frivolously, gross sales from search marketing are lower but profits are up."

Meanwhile, managing director of Refreshed Media, Simon Melaniphy, recently recommended the use of "geocentric" PPC campaigns, aided by professional language translation, to reach targets in mainland Europe.