How Pay Per Click Is Different From Traditional Media Spending
Mar, 07, 2008
Warning: long, complicated post... but highly valuable to an audience that likely will be confused and bored by it.
I came at this from the PPC side. Having done AdWords and Yahoo PPC freelance
before joining up with an interactive agency, I didn't deal much with clients used to traditional ad spends. But clients with larger budgets seem more likely to have this orientation. It was a shocker and an
adjustment. But it's better than clients with no budgets!
Here's the traditional assumption: we define exactly how much to spend each month
for the next year, and we cannot change those amounts during the course of
I understand businesses have budgets and planning ahead is essential. But the problem is you can miss
opportunities you discover along the way.