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Rebuttal: There is No Imminent PPC Recession

Jeff Hudson waited almost two months to respond to a post on Steve Rubel's Micro Persuasion blog about an imminent PPC recession -- but his rebuttal is thoughtful and provides a point-by-point critique of all of Rubel's main points.

Referring to clutter, Hudson said that the engines are actively working to make sure only the best ads get served with each search. After all, Google's continued focus on the "user experience" and the constant tweaking of Quality Score metrics have to be impacting the number of ads that show up.

In terms of the move toward CPA because of poor quality traffic, Hudson argues that a lack of traffic is not a sign that the system is broken -- it's a sign that the search marketer isn't doing a good job.

For rising costs, Hudson says that the cost-effectiveness and trackability of paid search will keep advertiser dollars flowing in -- and even as they diversify to behavioral targeting, contextual ads and other online options, PPC will still be looked to as one of the most quantifiable, justifiable choices for ad spend.

Read the whole story at The PPC Book »

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