Labitat Answers the Question: Billions for Search, But How Many Cents for Optimization?
Labitat announced a new product today that solves a dilemma faced by small and medium enterprises. Companies now spend billions of dollars at Google, Yahoo, and other search-engine companies to purchase advertising; the question becomes is that money being spent wisely? Certainly it's easy enough to purchase advertising via Google — fill out a one-page form and you can spend as much as your budget allows. But is your marketing campaign effective? Are you wasting money on inappropriate search terms? Are the "clicks" legitimate or fraudulent? Businesses spend bilions for "clicks" and it's crucial to put some cents (and sense) to make certain the billions are wisely spent.
Some advertising firms have a "chief digital officer" who monitors their web strategy. Large companies with in-house marketing teams can devote staff positions to search-engine marketing. And the complexity of search-engine marketing demands expertise, as noted in this recent Wall Street Journal article:
But because consumer search patterns change and competing businesses can jump in and out of the search ad market at any minute, advertisers say they have to stay on top of it to get the most for their money. Changes to the search companies' ad systems make it even more dynamic. Google and others sometimes add new variables or weight existing ones differently when determining which ads are displayed most prominently or what the advertiser pays per click. They also regularly roll out new features, such as letting advertisers restrict display of their ads to specific times of the day or only to people in specific geographic locations.
Many small and medium firms can afford to spend a few hundred dollars per month on search-engine marketing, but can't afford the time and don't have the expertise to determine if their marketing efforts are wisely spent.
Until now, that is. Labitat, the same folks who brought us the excellent Marketing Shift blog on search-engine marketing, now offers "PPC Audit" (i.e., pay-per-click audit). For a reasonable fee — "less than most SEM [search engine marketing] companies charge for a setup fee" — Labitat will audit a marketing campaign and provide expert advice.
The evolution of search-engine marketing continues. In very short order, the business has disaggregated into many different specialties, with more to come — for example, I haven't yet come across search-engine wholesalers who purchase "clicks" at bulk disount and re-market them, the same way telecommunications companies purchase long-distance minutes in bulk and re-market them, but I predict it will happen some day soon if it hasn't happened already. For the forseeable future, services from Labitat and similar companies will become more and more important as the search-engine marketing business continues to grow and evolve.
Topics: · internet · marketing · predictions · web
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