How do you justify your companies spend when it comes to Pay Per Click (PPC)? Moo Marketing recently had a met some guys who had a fairly large PPC budget, when out of curiosity we asked how they tracked their spend efficiency and what sort of Cost per Conversion they attained they just stared back, blankly.

In that instance I was shocked, their budget was not little, they pay that much to put them in the position they want all the time, that was how they justified it, I said to them that is fine, if money is no object. About five minutes later we where having an in-depth conversation about how web analytics and proper PPC management would really benefit their company.

We discussed how through careful monitoring of their PPC campaign performance we could maintain and indeed increase their traffic whilst decreasing the monthly spend.

Are you currently using Pay Per Click for marketing your website? Are you actively monitoring your monthly spend? If you answer no to that last question how do you justify your spend?