Chapter 3 - PPC: (pay-per-click) - Get Leads Fast - By Benjamin Smith

[Paul Terlemezian]

Another very well written chapter that will describe the ins and outs of PPC very clearly and effectively.

I am beginning to believe that the benefits of Digital Marketing are mostly in B2C retail type businesses that may be viewed as commodities by the buyer. There is a lot of money being spent with these business and they are likely to have been the businesses that spent the most on traditional marketing. This feels less relevant to B2B and professional services businesses - but I may be wrong - I will continue to "challenge" this assertion as I continue reading.

Two disruptions come to mind:

1. Is there a process to determine that a company should not invest in PPC or any digital marketing? What is the antithesis of Digital Marketing. Is it possible to start with the individual buyer and address their needs vs. starting with the "product" and getting found by those that "need" it?

2. Is there a business in "redirecting" PPC's and allowing a site that determines that they are not the right match for a "visitor" to refer them to a site that is a better fit (and earning a fee for doing so?) This happens in real life when I walk into a store and they do not have what I need (e.g. batteries for my security system.) Someone almost always directs me to another store where I can find it - what if that were tracked and some benefit accrued to the store that referred me to my ultimate purchase site?

This chapter also convinced me of the need to hire a firm like WSI vs. trying to do this type of marketing on one's own!