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PRESS RELEASE
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February 8, 2006
GROWING PPC MARKET MEANS NEW CHALLENGES FOR SEARCH ENGINE MARKETING FIRMS
CHICAGO – Fierce competition for top position among search engines' sponsored links is pushing businesses like Whoast Inc., a burgeoning search engine marketing firm based in St. Charles, Ill., to offer clients unique ideas and creative technology.
Whoast President Aaron Wittersheim says his company embraces the competition and the challenges because it keeps them focused every day on researching new technology, understanding the growing complexity of the Internet, and offering clients better solutions to optimized pay-per-click advertising.
“More and more advertisers realize search engine optimized pay-per-click is the only way to stay on top of their competition,” Wittersheim said.
One of the most-innovative solutions Whoast offers to meet this evolving marketplace is what they call dynamic ad management, Wittersheim said. The idea is to use hard data to find out where the customer is headed and get there first.
“It's technology and technique: monitoring bid trends and integrating data to predict an ad's effectiveness, and then modifying the advertising campaign to meet the need,” he explained. “Our technology allows for constant monitoring, running software that researches one-quarter of a million keywords up to 48 times a day.
“All of this effort keeps our search engine marketing campaigns fluid and flexible, which is the best way to approach today's Internet environment,” he said.
Recent reports suggest the PPC market, where advertisers pay web publishers and search engines for the number of clicks they receive, is expected to grow 41 percent in 2006. This growth is fueled not only by the natural advantages of PPC, but also by new innovations and competition. MSN’s AdCenter, which debuts this year and promises a highly targeted method of buying PPC advertising, will challenge the dominant search-engine leaders of Google and Yahoo.
Wittersheim noted PPC also has many inherent advantages over traditional search-engine-optimization, or SEO, marketing, which involves incorporating key terms and phrases for search-engine capture. PPC often is seen as simpler and easier to manage, producing more-immediate results that can be tracked more effectively. This may be why PPC advertising accounts for 83 percent of the search engine marketing industry, according to the Search Engine Marketing Professional Organization, or SEMPO.
The disadvantages of PPC usually result from poor development and maintenance tactics, which Wittersheim described as “more annoying and ineffective than anything.”
Whoast is a Search Engine Marketing, or SEM, firm specializing in search engine optimization, PPC campaign setup/management and competitive analysis reporting. Founded in 2003, Whoast provides a host of services for Chicago firms including search engine optimization, paid search solutions, web analytics and consulting. For more information, visit www.whoast.com.
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