Search is incredibly powerful. The highest return on investment in digital marketing is paid search, but we must be aware that search is the point for conversion. It's very difficult to account for the variety of external factors (television advertisements, display, WOM) that influence search metrics. This problem is often referred to as the "multi-channel attribution problem".
PayPerClick campaigns overall have some major benefits:
- Reach - access to 80% of internet
- Cost - great for small businesses because there's no minimum spend
- Timing - ads are seen by qualified leads
- Flexibility - gives users the ability to start advertising quickly
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