Any company that is serious about marketing their business online will quickly come to the realization that pay-per-click (PPC) advertising is a “must have” in their marketing tool belt. In fact, pay-per-click advertising is at the core of most successful online advertising strategies.
PPC advertising is the fastest way to drive targeted traffic to a web site. If done properly it can drive massive amounts of quality traffic to your site almost instantly. However, many companies fail miserably at implementing their own pay-per-click advertising.
Why Companies Fail at Pay-Per-Click
The reason so many companies fail at pay-per-click advertising is that they underestimate the amount of time and level of skill required to implement and manage a successful PPC advertising campaign.
Many companies - especially small to medium size businesses – will simply dub someone in-house as their PPC Manager even though this person has little or no knowledge of the technologies and concepts required to be successful. Companies have the misconception that anyone with a little marketing knowledge and/or experience can pick up search engine marketing using pay-per-click with little effort. And it is this lack of knowledge and experience that is the number one reason for failure.
Also, companies often mistakenly think that PPC marketing is something someone should be able to do well on a part-time basis. But nothing could be farther from the truth. Pay-per-click campaigns require attention to succeed. They must be optimized on a daily basis to get the most out of your advertising dollars.
PPC is a Complex Beast
Contrary to popular belief, PPC management is a complex process with a steep learning curve. Like other search marketing related fields, it is constantly changing and requires those involved in the profession to keep abreast of those changes. This is not something someone can learn quickly and do well on a part-time basis.
There is a lot more to setting up and managing a successful PPC ad campaign than throwing up an account, creating a few ads targeting obvious keyword phrases, setting a few bids, and letting it rip. It is much more complex than that.
How you set up your account, research keyword phrases, write your ads, and create your landing pages all affect how successful your campaign will be. These things affect your ads’ quality scores, click-thru-rates (CTR), cost-per-click (CPC), the quality of the traffic you drive to your site, your ads’ conversion rates, and ultimately your return on investment (ROI).
No Substitute for PPC Experience
If your company is new to PPC or has tried and failed at it, serious consideration should be given to who is going to manage your PPC advertising going forward. A professional search marketing firm like Visibility Ventures can assist in maximizing your ROI from pay-per-click advertising.
Contact Visibility Ventures to discuss pay-per-click management services toady.