In the Pay-Per-Click (PPC) world, you simply can’t set up a campaign, website and an ad and forget about it for a year. You will get murdered by Google and the market! Why you ask?
- First, it’s an auction based format, so if you’re not constantly bidding you will lose your spot or end up overpaying.
- Second, the ads are ranked based on quality score and this bidding, so you will lose your position on the page if your score is low.
- Third, you can spend a fortune and get no return if lots of people click on your ad but don’t take any action once they get to your website.
- Fourth, Google is constantly adding new features.
What’s the advantage of PPC?
PPC advertising can generate traffic right away. It’s simple: Spend enough, get top placement, and potential customers will see you first. If folks are searching for the key phrases on which you bid and you’ve placed a well-written ad, you will get clicks the moment the ad is activated.
PPC advertising is fast: With some systems, such as Google AdWords, you can generate targeted traffic within a few minutes of opening an account.
PPC advertising is nimble: Where natural search engine marketing (SEO) or other forms of advertising can lag weeks or months behind changing audience behavior, you can adjust most pay per click campaigns in hours or days. That provides unmatched ability to adjust to market conditions.
PPC can also be a bargain: Sometimes, you can find keyword ‘niches’ for which the top bid is around $.10 – in that case, PPC is a great option, because you can generate traffic to your site for a fraction of the cost of any other form of paid advertising.
What Must Be Done To Manage A PPC Account Properly
First of all, you probably shouldn’t be doing it yourself. It takes expertise to develop effective ads and the ads should be directed to specific landing pages inorder for them to be effective. Someone needs to be looking at this account on a regular basis and adjusting the bid prices to obtain the ideal position on the page and the ideal cost per conversion. Next, you need to always have multiple ads in every ad group which are being a/b tested. These need to be monitored and new ads need to be tested regularly.
There needs to be a regular testing of landing pages to ensure optimal conversion and quality score. And there needs to be a constant monitoring of keywords to add new keywords as the marketplace changes or as you think of better ideas, as well as pausing keywords that have become ineffective. If you have an agency managoing your campaign they need to understand your business, I mean REALLY understand your business so they are not generating unwanted clicks that deteriorate your budget