South Africa, Dec. 27 -- In South Africa, financial industries, especially the top insurance companies, invest more money into Paid Search than most of the remaining industries put together.

The reason for this is because these industries track the lifetime value of a customer and not just the initial sale value. Looking at profitability from a different angle allows marketers to see the true value of a 'new client'.

P-Factor or Profitability Factor

Car Insurance as an example is one of the most expensive keywords globally and can cost advertisers upwards of R650 per click depending on how much they're willing to pay to compete against other insurance brands.

This is an astronomical amount of money - if brands wanted to truly compete ...