Kind of ironic coming from a PPC consultant like myself?
Consider the following:
1) Your competition grows in quantity and quality. This makes your eventual PPC costs ultimately more and more expensive.
2) Your competition uses tools to figure out what your bid is. They also use software to consistently outbid you 24/7. The only winners in PPC bidding may be the search engines and your power-mad competition (who is 99% very likely not hitting their ROIs).
3) Where does click fraud come from? That's a broad question for another day. But some of your black hat competitors employ nefarious bots and spider software to click on your ads and backspace out of your landing pages. This costs you money and reduces your SEO value according to search engine algorithms. There are entities out there purposefully designed to waste your ad spend and lower your ad visibility.
4) Your top competitors may never be beaten because of the age and sheer size/activity of their internet properties. Plus, I believe advertising tenure goes into search engine algorithms. Advertising tenure is the length of time, and total money spent on PPC advertising. How can you say search engines don't assign a figurative and quantitative value to this? PPC advertising is not to be viewed as a game where there must be a way to win.
5) The search engines aren't in the business of revealing to you the cheapest bid required for your desired rank. They are in the business of charging your credit card each month for as much as possible. Your ad spending is opaque and most likely inflated.
6) The search engines are not interested in saving you money from ubiquitous click fraud. Even more waste, as reported by the NY Times. Again, your ad spending is opaque and most likely inflated.
7) Even if you have the best internet property, and want to pay top dollar, search engines will never guarantee top ranking. Think about this: How many online book selling companies are there in the United States? Thousands? How many of them are willing to pay and do pay top dollar for at least first page ranking? Hundreds? If there are only 11 PPC ad rank spots on the first page of a query, how does a search engine cater to them all? The larger question is, how do you know search engines aren't just taking your money and serving your ads poorly? Ad serving itself is not transparent. At the end of the day, search engines charge you an unitemized, unqualified total, and you are expected to pay.
Conclusion? PPC management should not be run by the typical inexperienced business owner. PPC management, almost like accounting, is a ruthless affair if you want to handle it profitably. You have to know where to cut your losses, and know what areas on your internet properties you need to work on.
The best PPC management help you can find has expertise in other wide areas of Internet marketing. PPC advertising is not something that exists on an island. Other Internet marketing disciplines effect your ad spending efficiencies.
Consider hiring an experienced PPC management agency that caters to small businesses, works on low fees, and is well-versed on a wide array of Internet marketing tactics. 49er-consulting.com is one such agency based in NJ, but does business nationwide.
49er-consulting.com is a Montclair, NJ-based Internet Marketing Agency specializing in ppc management and seo consulting. The agency is experienced in delivering marketing results for small businesses and rapidly growing companies.
It's services include but are not limited to:
- ppc management / pay per click management
- email marketing / email list management
- seo consulting
- search engine marketing
- internet advertising
- banner advertising
- multi-channel marketing
- blog marketing web 2.0
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