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PPC dying out?
Pay per click advertising (PPC) has played a key role in the web-based Marketing industry in recent years, but its future has been called in to question by one web analyst.Writing for ClickZ, Gary Stein, strategy director for a US marketing firm, said that PPC had reached "middle age" in that it will not be going away for a while but it is unlikely to be as dynamic as it used to be.
"Like any good middle-ager, don't expect PPC to stay put or do the same things it did in its wild, unfocused youth," he said.
"Rather, PPC will grow and mature into richer offerings more tuned to advertiser needs."
Two trends in PPC were highlighted as suggesting the direction the industry was taking - greater optimisation of current practices and more accurate targeting of users.
Providing marketers with more control over where their adverts are placed is central to both these ideas, with recent moves from PPC providers including categorisation of websites into subject groups to make sure that an advert is not mistakenly placed on a completely unrelated web page.
Online Advertising news posted on 23 October 2007
