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 Tuesday, 25th August 2009, 12:00:00

Firms can 'test the water' with PPC

Firms can 'test the water' with PPC

An ecommerce expert has said that companies can use pay per click (PPC) advertising to see what kind of traffic different keywords will enable them to generate.

Simon Bird, technical director at dotCommerce, said that search engines should be considered as a way to get potential customers to a site.

However, the website itself is a "conversion engine" in which traffic is converted into sales.

"To improve traffic, websites can of course test the water by using pay per click to see what kind of traffic they can get to their site with keywords and then try and convert visitors into customers," he asserted.

Mr Bird recommended supporting PPC campaigns with other online marketing strategies, for example email marketing.

However, he warned against bombarding ecommerce customers with advertising through this channel and advised firms to ask consumers how often they want to be contacted and with what.

According to a recent study by eMarketer, 72.5 per cent of UK internet users aged 14 or more will purchase something on the internet this year.

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Categories:  |  Online Marketing / Search  |  

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