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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 the year.

I understand businesses have budgets and planning ahead is essential.  But the problem is you can miss opportunities you discover along the way.

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