Google rakes in the cash from brand bidding

It seems that Google’s relaxation of their trademark advertising policy on PPC has ended up costing the advertiser a lot more than they anticipated when they bid on their own brand. According to IPA’s Search group, who have collated data from 17 agencies, the CTR has dropped by 8%, while the price of an individual click has risen by over 30%.

The result of this study is that advertisers need to be a lot more cunning in how they run their PPC campaigns. Gone are the days when anyone could set up a PPC campaign on Google, now it is advisable that advertisers use Google accredited agencies such as Jack Media London, where there are at least 2 qualified individuals – in JML’s case we have 5 – and these specialists can really focus on optimising the campaigns to reduce the cost of a click and also thinking about the user experience, the quality of the site and the landing pages and the use of appropriate keywords to get the quality players in.

The lower CTR and higher CPC dont necessarily mean that the advertiser will have a lower ROI, it just means that we need to be a lot more careful in the strategy we use when building and optimising the campaigns.

For more information on how Jack Media can help with your PPC and search campaigns, contact one of the search team at Jack Media.