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Monday, July 12, 2004

Edmunds.com Taking PPC Seriously

This excellent case study by MarketingSherpa describes how Edmunds, the automotive info site, built its Overture and Google AdWords keyword advertising campaigns to a level where they're spending $400,000+ per month.

The VP responsible for the project notes that the initiative has had a multimillion dollar impact on their business and that they wish they'd started sooner.

This seems to be a trend. I've run across businesses that would have to be counted as amongst the elite of advertisers who are already "fanatical" about pay-per-click... only to find that shortly thereafter that they have grown from relative obscurity to become industry leaders (or going from industry leader to true powerhouse). Coincidence?

Companies that are making heavy use of pay-per-click today are creating the kind of top-line revenue growth and bottom-line profitability that makes investors sit up and take notice. By adding paid search to their marketing mix, companies are accelerating their growth curves, landing venture funding, achieving favorable buyout terms, and even going public. As a privately-held company with well-connected investors, news of an Edmunds.com IPO wouldn't come as a shock.

Now as long as no one tells my car that I was lurking on this page doing research for this comment, we won't have a messy situation on our hands.

Posted by Andrew Goodman




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