PPC attracts 40 per cent of sales
Paid search has received a substantial boost to its reputation, as a new study showed pay-per-click marketing (PPC) accounted for a significant amount of web retail orders.
Research by NetElixir and the E-tailing Group found that more than half of US online retailers secure up to 40 per cent of their sales through PPC.
Due to these strong results, nearly nine out of ten retailers said they were planning to increase their spending on PPC next year to tap into greater sales potential.
However, Lauren Freedman, president of the e-tailing group, suggested in a statement that the use of a professional online marketing firm might be advisable to get the best results.
"Although merchants are getting more seasoned and innovative, knowledge levels and sophistication required to maintain and grow this valuable area can be stressful," he said.
It was also noted that some retailers are having difficulty accurately predicting their return on investment from PPC as three in ten respondents said the success of the strategy in any given period was "highly variable".
