• http://www.rimmkaufman.com George Michie

    Great piece, Andrew.

    The lack of sex appeal in Paid Search is frustrating. I’m speaking at the Shop.org Bootcamp this morning…on site design…because in this marketing fundamentals workshop there is not one session on Paid Search. Not one!

    I think it’s a function of the fact that doing paid search well requires lots of skill with numbers and data and people’s eyes glaze over thinking they’re listening to a presentation by accountants. Granted, it’s technical and numerical, but as you so clearly demonstrate, it’s so dang important you’d think folks would take a bit more interest.

  • http://www.admarketplace.com grgclvrt

    “Maybe, finally, it’s a lack of sizzle and excitement. Paid search still isn’t sexy for some reason. But profits are.”

    By far my favorite quote in your article. It always comes down to profits, that’s the point of being in business.

    Moving from organic to adding paid search is seen as a maturation process for many companies – it’s something that just has to be done under certain business models. (Of course Starbucks has found a way to get me to part with a lot of my dollars and they never had to use the a keyword to do it.)

    Search works, that’s for sure, but exactly as you said, how well can it work if you’re below the fold on page 3? At a certain point, a company must seriously explore all online advertising options. And depending on the business model the order may be different for some, but those looking for performance (straight up conversions) MUST look at paid search.

    And after that, some networks are making huge innovations in the PPC content space, and now they will be growing even more by moving from lead harvesting to lead creation.

    And it’s not just about Google.

    Just remember there’s too much opportunity online, and that’s certainly not slowing down!