Effective Pay Per Click Management hinges on several
variables that are sometimes out of our control. Since
there are so many ingredients involved in formulating that
winning combination of keywords, ad copy, landing pages and
budgets, the mix often becomes blurry. Our jobs as Pay Per
Click Management experts is to sift through muck with
extensive A/B Testing to find that recipe for success. But
when it comes to budgets and poor website conversion rates
- things often get tough.
Scenario 1. After a PPC Campaign is optimized and
delivering excellent results, the client - 9 times out of
10 - will want to spend more ... which is great! However,
sometimes the client is in a niche industry and is only
selling 1 product or service. In this case, spending more
isn't an option for growth because in order to spend more
(in efforts to make more), the optimization setting on the
campaign will have to be undone.
Scenario 2. Some clients have many items for sale on their
website - and vast resources of cash to throw at it.
However, due to competition, pricing, availability of the
item or poor website conversion rates - achieving a
favorable ROAS (or ROI) often involve not being able to
spend the entire monthly budget. When optimization settings
are undone or even altered they risk tanking their ROI
(ROAS) stats.
Scenario 3. In the beginning stages of PPC Marketing many
companies have limited budgets at first, but have thousands
of keywords / products. This is a case where their budgets
don't support their keyword bank (amount of keywords in the
account). This forces Google to sporadically show their ads
throughout the day to provide ample coverage of their ads
based on their daily ad spend limits.
So what is the solution to all of these scenarios? That's a
great question in that no two PPC Campaigns are alike. To
impose a cookie cutter solution to any of these problems
could result in devastating results. Each case needs to be
analyzed from both a Pay Per Click Management perspective
as well as from a business perspective. When those two
aspects are included in the problem solving process the
outcome is often times favorable and profitable. As PPC
Managers, we owe it to our clients to give them the facts
and sometimes the hard truth. But in the long run, if your
motives are pure (not making excuses) your clients will
respect you and continue the business relationship.
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Pay Per Click Edge (http://www.ppce.net ) is a Full Blown
Pay Per Click Management Firm that Focuses on Client's
Goals and Objectives. Contact PPCE Today at 888.451.6063 or
info@ppce.net for a Free Consultation and Proposal!
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