Paid Search Marketing Offers Total Control
by: Jim Grayson
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Word Count: 364
Most traditional market campaigns go through a number of stages. First there is market analysis, assessment of customers' needs and profiles, and an analysis of the competition. Maybe this, along with knowledge gained from previous campaigns, will be used to generate computer marketing models that define relationships between say advertising expenditure and an increase in sales. In parallel the creative members of the team will devise the graphics and the copy. They will test them out on focus groups and hone them accordingly. Maybe videos will be commissioned and celebrities employed; television spots will be pre-booked for many months, some of them at prime-times. The up-front cost so far will have been substantial.
Finally, the campaign will be launched. It is hoped that it will work, because by now it will be impossible to do anything about it. Sometimes that is a false hope as there are many examples where such campaigns have got it very wrong to the detriment of the business. With such a campaign it is not usually possible to measure its success until many months after its launch. This is because there is a huge hysteresis between cause and effect. A television viewer might need to be exposed to a specific ad many times before they are affected by it, and their decision to buy the advertised product might not be made until quite some time after that. Much television advertising is about brand building. Due to this delay in obtaining marketing data, it is not even possible to pull the plug should the campaign be having adverse affects.
Modern PPC software internet marketing tools allow paid search marketing to be undertaken in virtually real time. There is hardly any hysteresis between cause and effect; keyword tracking puts the advertiser in total control. Not only is it possible to maintain control of ones own campaign, it is also possible to monitor closely that of competitors. No doubt it is these features that account for much of the success of this modern marketing tool.
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