|
I like to use PPC for recon with my clients. Basically I put together some keywords with the client that will drive traffic to their site. The PPC lets me know what keywords have a high number of impressions, clicks and bounce rates.
This lets me know what I need to optimise for. As soon as I can get the site up there in the first page I can switch off the advertising for that word.
I hate PPC, it can be usefull for finding things sometimes but to me it is like the dodgy used car dealer part of the internet. For want of a better phrase its like searchengine spam.
I reckon it should only be used as part of an SEO/PPC campaign. Email marketing is the way forward. As Mike said relationship marketing is were its all at. Going by the 80/20 rule (80% of business is generated by 20% of customers) email marketing (opt in) will drive the best traffic to your website that actually wants to buy from you and knows you.
Hope this helps!
|