A recent survey by the Chicago-based e-tailing group revealed some interesting findings about PPC campaigns and those who are responsible for managing them. For starters, 44% of e-commerce executives claim to allocate 20% of their entire advertising budgets to PPC campaigns. With that kind of commitment one would think that the campaigns would be closely monitored. Not so fast.
An amazing 27% of the marketing executives surveyed said that they did not know how their cost of conversion compared with the total dollar value of each sale. And while 40% of respondents claim to manage more than 5,000 keywords, 32% of them report spending fewer than five hours per week managing the campaigns. Furthermore, 99% of respondents that manage PPC campaigns in house have three or fewer people working on the job.
One thing that respondents did completely agree on is where the PPC dollars are spent.
- 100% use Google
- 90% use Yahoo!
- 76% use MSN
- 27% use Ask.com