Pay-per-click ROI

So I’m still on my rant about the correct way to run/manage a pay-per-click (PPC) campaign and I’m finding that the majority of businesses that have a campaign running (either run internally or through a firm) not only don’t understand how the campaign should work but they don’t know what good looks like.

If you view a PPC campaign as a way to just driving traffic (aka: clicks) to your website, you’re probably spending money you don’t need to! If you’re happy with "just driving traffic to your website," then you’ll be satisfied with the big media moguls (Verizon, Idearc, Yellow Book, ATT, etc) out there offering this service and claiming to run an effective campaign for you.

I will say, that the big media moguls running these campaign do charge less in management fees but don’t get too excited. Even though you’ve set a monthly click budget with them, and they’re staying within it, I guarantee they’re not optimizing your campaign to maximize your budget.

What I mean by that is that they’re not tracking "conversions" - which are actual leads and go beyond just tracking clicks. They’re also not analyzing your data in such as way to determine which keywords are not only driving clicks but are actually converting into legitimate leads versus which ones are just costing you money in clicks.

I am classifying most PPC campaigns as DEFCON Alpha because these campaign basics are not being employed and PPC is getting a bad rap as a result. There are the nay-sayers out there - that PPC just costs you money for something that should be free. But let me tell you emphatically. I have over 15 years in strategic marketing experience and this could be the most effective and efficient form of marketing a company runs IF IT’S RUN RIGHT!  (I welcome comments from SEO’ers though)

Review your campaigns. Challenge the agency running it or revisit how you’re running it and remember I’m always available for questions. You can reach me at meg@vhmarketing.com

This is Meg Ferguson from Vision House Marketing, LLC saying "Have an efficient and effective day!"