Given the current economic climate there is a need to focus on marketing expenditure that deliver tangible results. Inevitably this means focusing on digital marketing with its ability to track Return on Investment. However, the output of the IPA search group contains some interesting findings to consider when diverting media spend online.
The continous increase in expenditure on google has inevitably made the average bid price increase considerably, at the same time the click through rates have dropped. (more…)
