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Old 6th April 2005, 12:32 PM   #1
Linda
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Default Is Pay Per Click your Best Marketing Bet?

Here is an article by Judy Cullins on the downside of pay per click advertising and stories to back it up.

"You may already have heard of this method to get people to your web site. From my point of view and experience it turns out to be expensive and you have to write the ads yourself, pay for them, and change and maintain them to be the correct ones to work and be the right price in competition with many others."

Catch it @ http://www.smallbusinessbrief.com/ar...ck/001146.html

What have been your experiences with pay per click advertising? Do you agree with Judy?

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Old 6th April 2005, 02:17 PM   #2
David Wallace
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Pay per click advertising is really like any other advertising - someone has to know what they are doing and measure the results to be successful. In the article above, it doesn't sound like any one the people represented in the stories knew what they were really doing and did not watch the results closely.

PPC can be very effective. We have several clients that are doing quite well on their own. We also manage campaigns for clients that do very well. The key is to 1.) target the best keywords, ones that are relevant to the business, ones that people are actually searching for and ones that will produce the effect you are looking for, 2.) write effective ad copy, 3.) measure results meaning tracking which keywords are effective and which are not, which ads are effective and which are not and finally 4.) watch the bottom line, measure conversions/sales against what is being spent on advertising. Se a percentage of what you want to spend compared to what you make and stick to it.

The problem with PPC campaigns like Google and Overture is that they are self-serving which is good for marketing people but not so good for people that don't know the first thing about marketing. If they are of the latter scenario, then my advice is for them to hire a company that can manage a PPC campaign for them. Our company for example does this and we charge 15% of the client's budget with the PPC provider. That way the advertiser can focus on what they do and the PPC management company can deliver a successful PPC campaign.

PPC is not like a slot machine. It is not the luck of the draw. It has to be strategic in planning and then carefully managed. Then it can be very effective. The plain fact that Google and Overture/Yahoo! have grown to where they are at today proves that many, many advertisers are having great experiences with PPC.

Mmmm... I think I just got an idea for my next article.

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Old 6th April 2005, 02:57 PM   #3
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I also recall reading some stats that show that, in typical SEO campaign, one of seven clicks results from PPC, on average, and the rest are from organic search. That being the case, I'd want to make sure my pages were optimized for organic results, and would probably spend a bit more to make sure of it.

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Old 6th April 2005, 03:12 PM   #4
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It is definitely wise to do SEO first or at least make sure it is the foundation of your marketing and then on top of that, do PPC to target phrases that are more competitive or to simply capture the audience of people that click on paid ads. Most studies I have seen show that around 80% click on organic listings, so your findings, Andrew, line right up with that stat.

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Old 6th April 2005, 08:12 PM   #5
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I hate PPC.. I think it's an expensive pain in the you know what... but i also feel it's important.. google gets a good chunk of my money.. and sometimes you just get sick of paying them!

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