Search roundtable podcast: CPC Vs CPA

Sponsored by: Sitelynx

Guest chairman: Graham Hanselll, founder and head of strategy, Sitelynx

The discussion panel:

Richard Garrett- Advertising.com

Sheema Gulab- Commission Junction

Shakil Khan- Consultant

Nigel Muir- DBD Media

Lisa Higginson- Harvest Digital Ltd

Nick Jones- I-Spy Search

Claudia Spencer- I-Spy Search

Louise Garrett- Sitelynx

Kim Pham- Sitelynx

Robin Langford- Netimperative

Charlie Lines- Netimperative

Summary:

The debate began with a presentation from Graham Hansell, founder and head of strategy, SiteLynx, looking at the pricing models within SEM.

In the first session the panel weighed up CPC and CPA models, and also looked at the ways branding campaigns could be integrated into search.

The panel also discussed better educative processes to bring more brands on board. The discussion then moved onto sectors that had the most potential for growth in SEM.

The second session looked at the roles of independent auditors and the need for greater industry standards and key issues as SEM moves forwards.

To listen to the debate in full download the two MP3 files at the foot of this page.

Session 1

(12.5MB)

Key points discussed:

• Introduction to the roundtable panel
• Presentation from Graham Hansell, founder and head of strategy, SiteLynx
• Pros and cons of cost per click search marketing
• Alternatives to cost per click- ‘word of mouse’, Pay Per Impression (CPM)
• Pros and cons of the Cost Per Action model
• Will the CPA model turn search engines into ‘super-affiliates’?
• Can search marketing integrate branding campaigns?
• Does the industry need a third party auditing body?
• Changing consumer attitudes to search
• Is search no longer simply a sales channel?
• Is the accountability of SEM a hindrance to some marketing campaigns?
• Traditional agencies wising up to search- is this a threat to SEM agencies?
• Could the top converting sites be placed at the top of search rankings?
• The benefits of CPC and CPA models at different parts of the sales cycle
• Is the issue of click fraud taken seriously by industry?
• Can an over reliance on CPA stop a company from being competitive?
• Are major search engines too secretive? At what point would Google have to let auditors in?
• The need for better educative processes with clients
• Finance and travel sectors- is there much organic growth left
• Taking the lead from the US market- retail, automotive and FMCG sectors new area for growth

Session 2

(6.5MB)

Key points discussed:

• Does the industry need third party auditors?
• The roles of SEMPO and SMA
• Other industry bodies eg. IAB, DMA
• The value of trade shows such as SES and Ad Tech
• The growing importance of research firms
• Are sales and branding campaigns irreconcilable in search?
• Potential for growth- many brands still use sites as ‘brochures’