A new poll shows that Americans spent more time online in 2008 than in 2007. That’s good news for pay per click advertisers.
Americans spent 30% of their leisure time online last year and that figure seems to be on the rise. As the economy continues to slide through its recession, Americans will spend less money, but they will spend more money online as they did in 2008. The good news for pay per click advertisers goes beyond the mere numbers, however.
New Internet users tend to click on PPC ads more, which isn’t necessarily good news. They also are the ones most likely to click out of curiosity and not buy anything. That means lower CTRs for advertisers. However, just like veteran users, if they are searching for something specific and your PPC ad convinces them that you have it and your landing page convinces them that they need it now, new Internet users are willing to make that purchase. Online retailers have bold new opportunities arising every day as a result of increased time spent online by their target customers. Will you take advantage of this?
I’m not saying you should necessarily increase your budget for PPC advertising. But you shouldn’t reduce your budget just now. 2009 will be a good year for online advertisers and PPC advertisers in particular.
