by Rob McVey

The NSPCC takes advantage of PPC

The NSPCC has become the latest organisation to start utilising the potential of pay-per-click, with the launch of a new campaign on Facebook. The charity partnered with DM agency Whitewater to construct the drive with the purpose of finding potential new candidates for its new legacy programme. The scheme offers people the chance to leave a donation to the NSPCC in their will – a savvy move then by the charity, considering that the demographic of women aged 50 and over is the one that has also notched up the biggest increase in Facebook usage in the past year.

This well-planned campaign from The NSPCC is a prime example of the boost in PPC drive activation that we are seeing from a number of companies. Veteran digital blogger and online marketer Alex Cohen is one of many people to speak out on the profitable future of PPC, particularly when used in conjunction with the next generation of universal paid search. Perhaps this enthusiasm is a dash pre-emptive – I’m sure that a new wave of PPC ads that are fully-integrated with video and audio will be rolled out in time, although for the moment, text is still likely to dominate.

In preparation for this new wave of PPC activity, the big players like Google are already doing their homework. Google has recently updated its own PPC service AdWords with the Bid Ideas initiative. Advertisers are now offered the opportunity to increase or decrease the ROI that they receive from their PPC campaigns. All this activity points to one very salient fact – PPC is going to mean big business in 2010.

Of course the question on many people’s lips will be how best to harness the new future of PPC? With all the new pay-per-click activity that is occurring, it is clear that the medium isn’t going away any time soon. The best course of action therefore would seem to be hybrid marketing activity, utilising both PPC and SEO. Companies using this form of activity clearly have no intention of vacating the PPC digital space in the near future, often purchasing long phrases of key words in order to maximise their campaign potential.

Although many of the changes that PPC will undergo in the future remain to be seen, one fact is clear – paid advertising online is about to undergo a big change, forever.

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