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The UK government do PPC

Article on the BBC

     
8:13 pm on Aug 12, 2004 (gmt 0)

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[news.bbc.co.uk...]

Of particular chuckle value to me was the line :

Since the start of the pay-per-click marketing campaign three weeks ago, traffic has increased from 471,000 to 589,000 unique users.

"Obviously we can't say that is all due to the campaign but millions of people use Google and the others and if that is where they are, then it is an obvious place for us to be too," said the Cabinet Office spokesman.

Clearly, tracking results, ROI etc... can't be measured.........

Ironically, we were a UK online for business partner prior to it's demise.

9:57 pm on Aug 12, 2004 (gmt 0)

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Customs & Excise have been using PPC for quite a long time, especially on searches for things that people smuggle over from the continent.

I think that in general the government is quite forward thinking in marketing via online methods.

8:38 am on Aug 13, 2004 (gmt 0)

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I especially like how Business Link (a govt body) have been highest bidding a whole range of keywords, most of which have nothing to do with them.

I asked them how they could justify wasting taxes on such a thing and acting anti-competitively and they tried to deny it was even happening - even though I could click on their ads!

The real irony is that the whole reason they exist is to try and help SME's. By out-bidding us on our key terms they are making it more expensive for us to do business. Absolute idiots!

8:45 am on Aug 13, 2004 (gmt 0)

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Yeah, I was searching for something to do with employment rights the other day and the top 2 places where both government sites using PPC (business link and direct.gov.uk)

The top 2 natural listings where already official goverment sites (DTI and DWP).

What an utter waste of money. I mean, it's not like they can measure ROI on a non profit making site. They'll just look at the increase in visitors and go "Wow".

9:38 am on Aug 13, 2004 (gmt 0)

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Can we keep out of the 'Is it right for the government to use our money on PPC?' debate and on ideas such as how long as the government been doing PPC, is it addressing a market segment it wouldn't get to with other types of advertising? and similar issues.
9:41 am on Aug 13, 2004 (gmt 0)

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I think that in general the government is quite forward thinking in marketing via online methods.

Would have been better if they cut taxes to prevent temptation to import stuff without paying often duties - of course they'd rather tax X and then spent 0.1% of X on marketing :o