Why you shouldn't be Bidding on Keywords that are Core to your Business (I know, theoretically)

One of the concerning trends I see in PPC management is, companies are spending on PPC ads based upon the core keywords of their business.

This is a point of debate in PPC management.

Good use of PPC advertising means you should not have to spend money bidding on keywords for your core products and services. Yes, I know that's theory. And yes, so many companies throw money at their problems in the form of PPC advertising. Their problems being relatively poor SEO value for their websites. Your natural SEO value of your website should already be giving you visibility in that regard.

Granted, many industries are very competitive, and your SEO value alone may not give you enough visibility at the moment. So what do companies do? They bid on keywords they really shouldn't have to. And that's precisely why so many companies find it expensive to compete for PPC bidding.

No wonder why so many companies claim they are not hitting their ROIs. It is also the reason why I believe Google has a great deal of customer turnover, despite their success.

The better approach may be to invest that capital into SEO, viral content, marketing/seasonal promotions, and social media for your website. This is not an overnight endeavor. It will take months of consistent labor. But the payoff is substantial and long-lasting.

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