One of the largest challenges with Internet Marketing is operating a successful pay-per-click campaign. Competition is fierce and the costs to advertise at Google are steadily climbing.
Below we are going to review several of the factors that you should look at when deciding whether or not to outsource your PPC campaign.
1. Search Marketing Expertise
It should be stated that you are an expert in your industry. You are growing your business based on your knowledge and skills and have achieved a certain level of success. That, however, does not make you an knowledgeable at search engine marketing. While you may know your business inside and out, the marketing strategies required to successfully promote on Google are a totally different issue.
Search engine marketing/pay per click advertising is a very specialized form of advertising. Strategies that worked just last year are no longer effective. The search engines change as fast as the stock market and if you lack the knowledge to run a effective search marketing campaign, you will overpay for clicks and amidst tremendous opportunities.
2. Keyword Selection
For years, we've run campaigns with vast amounts of keywords. All the way back in 2001, we created campaigns with up to one million keywords. No one had heard of "long-tail keywords" and no one was developing large keyword lists. Today, the industry has changed. Many people have built tremendously large campaigns to the point that long-tail strategies had to change.
The search engines no longer allow you to bid on every keyword you can imagine. Today, you need a strategy that casts a net that is surgically crafted to specific products, services and audiences. Unless you know how to develop these keyword lists, you will most likely put yourself on the most expensive, high traffic, low converting keywords that are used in your industry. To be able to research and locate the right keywords at the right cost is a critical skill in developing a profitable campaign.
3. Tracking Capabilities
For decades, companies used newspaper, print, radio and TV ads that were hard to track. The Internet changed all that, making most actions highly accountable. To be successful today in search you have to implement a system to track all actions; otherwise, how will you know what worked? Even if you are tracking, what will you do with that data?
4. Optimization Algorithms
Optimization software / search optimization algorithms are the automated systems that analyze the data you capture, review the actual success on the particular keywords, and make determinations as to which keywords should be bid higher, lower or eliminated completely. This needs to be an automated task to analyze the number of keywords required to maximize the results of your search campaign.
In the next part, we will discuss development costs, ROI analysis,time requirements and the learning curve involved in operating a successful PPC program.
Below we are going to review several of the factors that you should look at when deciding whether or not to outsource your PPC campaign.
1. Search Marketing Expertise
It should be stated that you are an expert in your industry. You are growing your business based on your knowledge and skills and have achieved a certain level of success. That, however, does not make you an knowledgeable at search engine marketing. While you may know your business inside and out, the marketing strategies required to successfully promote on Google are a totally different issue.
Search engine marketing/pay per click advertising is a very specialized form of advertising. Strategies that worked just last year are no longer effective. The search engines change as fast as the stock market and if you lack the knowledge to run a effective search marketing campaign, you will overpay for clicks and amidst tremendous opportunities.
2. Keyword Selection
For years, we've run campaigns with vast amounts of keywords. All the way back in 2001, we created campaigns with up to one million keywords. No one had heard of "long-tail keywords" and no one was developing large keyword lists. Today, the industry has changed. Many people have built tremendously large campaigns to the point that long-tail strategies had to change.
The search engines no longer allow you to bid on every keyword you can imagine. Today, you need a strategy that casts a net that is surgically crafted to specific products, services and audiences. Unless you know how to develop these keyword lists, you will most likely put yourself on the most expensive, high traffic, low converting keywords that are used in your industry. To be able to research and locate the right keywords at the right cost is a critical skill in developing a profitable campaign.
3. Tracking Capabilities
For decades, companies used newspaper, print, radio and TV ads that were hard to track. The Internet changed all that, making most actions highly accountable. To be successful today in search you have to implement a system to track all actions; otherwise, how will you know what worked? Even if you are tracking, what will you do with that data?
4. Optimization Algorithms
Optimization software / search optimization algorithms are the automated systems that analyze the data you capture, review the actual success on the particular keywords, and make determinations as to which keywords should be bid higher, lower or eliminated completely. This needs to be an automated task to analyze the number of keywords required to maximize the results of your search campaign.
In the next part, we will discuss development costs, ROI analysis,time requirements and the learning curve involved in operating a successful PPC program.
About the Author:
Christopher Ulrich is the CEO of the Direct Response Group. Since 1996, his group has been consulting with small to large groups with Pay-Per-Click Optimization to market their businesses on the Internet with Search Engine Marketing. For information, visit http://www.DirectResponseGroup.com
No comments:
Post a Comment