Maximize Your Pay Per Click Spend
January 25th, 2007 by Pat
You ever walk away from a conversation thinking, “Wow…that is unreal!” I often wonder how some people make as far as they manage to do in the business world, and I have a whopper to share.
Recently I overheard a self-professed upper-echelon designer and online marketing “expert” speaking in a classroom setting. I was appalled what he was telling the unknowing participants whom were sadly…scribbling away taking notes.
The flag first went up when he mentioned the importance of submitting to the Open Directory Project, which at the time was frozen in time by some major infrastructure problem. As many of you know, submissions for a long period of time where not possible. I mentioned that aspect…and the “expert” was unaware of the situation.
An “expert” with paying clients…yikes!
The final straw for me, was when the “expert” explained that pay per click (AdWords, Yahoo! Search Marketing, MSN) where all simply a waste of time. To each his own you say…well I agree…but the following comments, as someone involved in helping people maximize PPC, made my stomach turn.
The gentleman relayed a story of a client that sold window blinds, for whom he had built a “fantabulous” site. Mentioned the client bid big bucks on very general terms, received a ton of clicks, but no customers to show for it….and subsequently went out of business!
With not even a hint of remorse, “well at least I was paid for my design work”.
This comment really pissed me off. It bothers me that someone involved in helping businesses succeed can simply shrug off that a client went out of business because of their glaring lack of knowledge.
The fact is, PPC can work…and can help someone build a business and generate income. Keyword discovery, testing ad copy, and evaluating the topography of your search vertical…hard work, but can pay off.
Drilldown and find the terms with low cost per click, and high relevancy and you have found a winner. A paradox of PPC is that the terms with the lower PPC (most often more specific terms) are more targeted and will generate a higher ROI.
For anyone out there reading this that is searching for someone to facilitate a PPC campaign, please know, it CAN be done. Find a quality search marketer and ask questions.
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Alex Goad Says
I think this post could have been entitled “Beware of Experts”.
It’s sheer madness what you come across these days. For some odd reason, anything related to Search Engines seems to get more than its fair share of scam artists.
Feb 5th, 2007 at 11:53 am