SEARCH MARKETING: Seek and ye shall find
Boosting search engine traffic is a non-intrusive method of online marketing. Search is unique in tapping into a user at the exact moment they are seeking a solution, so traffic originates from a voluntary, or 'opt-in', audience.
The tangible nature of pay-per-click (PPC) marketing also provides the marketer with an opportunity to generate acquisitions (sales, leads, enquiries) in volume, at a fixed cost per acquisition (CPA). This ensures the campaign can be self-financing and more scalable.
Search marketing is one of the fastest-growing media, with advertiser spend rising 29 per cent year-on-year in the first six months of 2008 (source: E-consultancy).