Growing PPC Market Means New Challenges for Search Engine Marketing Firms
Pete Prestipino
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.
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.
For more information on Chicago advertising, visit
http://advertisechicagoland.com.