Embarking on a PPC marketing campaign without the right knowledge and experience can be an extremely expensive and time-consuming exercise, with very little return. Due to the complex 'quality score' algorithms used by the search networks, running a successful PPC campaign has become just as complicated as SEO, if not even more complicated.
I'm sure you agree; there's nothing worse than looking at your competitors on the sponsored search results, for all those crucial keywords, and wondering how they can afford to be in those top positions! What are they doing differently? How are they able to exploit the huge revenue opportunities presented by PPC marketing?
- Well, they are probably:
- Producing portfolios of search terms that include tens of thousands of keywords as opposed to hundreds
- Not fighting for the #1 spot for every keyword regardless of their return on investment (ROI)
- Not just bidding using broad match types
- Using geo-targeting which is neither too broad nor too narrow
- Using numerous tightly relevant ad groups
- Ensuring that the seed keyword in each ad group is contained in the ad copy
- Ensuring that the ad copy is included in the copy on destination landing page
- Using creative and attractive ad copy with a call-to-action
- Using seasonal ad copies
- Testing ad copy performance according to conversion not just CTR
- Excluding search network partners delivering fraudulent or irrelevant traffic
- Aggressively bidding on their Brand to ensure competitors cannot highjack traffic intended for them
- Bidding for direct competitor brand terms
- Monitoring and Controlling affiliate paid search activity
- Separating their content match campaigns from their search campaigns
- Using sophisticated campaign tracking and analytics
- Effectively using negative keywords to eradicate irrelevant traffic and improve click through rates (CTR) and quality score
- Deep linking keywords to relevant content, services or products within the site as opposed to delivering traffic to the home page (front door)
- Building dedicated landing pages or campaign sites specifically designed to convert PPC traffic
As a business, if you do not have the skills, experience, time or resource to do all of the above; running a PPC campaign in-house is a risky strategy and will inevitably turn out to be a false economy.
In our experience every single penny saved by not using a PPC specialist will be absorbed 10 times over by the extra cost associated with running a non-efficient campaign and the potential lost revenue from lack of competitiveness on the search landscape.
Do not let your competitors gain momentum on the search networks; why not explore how an Ibex Internet PPC campaign can substantially increase your exposure and revenue potential online? Call us on 08451 226336, alternatively you can email us on This e-mail address is being protected from spambots. You need JavaScript enabled to view it
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