PPC is “Not About The Ranking” – 7 Ways to Convince Your Client
Credit to Foraggio Fotographic
As the online marketing manager at SARBRO Solutions, I deal with some small business owners who advertise online. Often enough, they are in very competitive markets, where there are millions of searches a month, and the Cost per Click is between $2-$5. Similar to the “Rankings are Dead” argument Bruce Clay makes in regards to SEO, it’s not about the rankings, it’s about the conversions.
But it’s not only small business owners that have this misconception, CEO’s and others who are responsible for the budget, often have an ego issue, “why am I not number one on the Search Engines”? They will obsessively check their rankings to see if they are number one, convinced that their decrease in leads is due to not being in the first place on Google.
At one point, I was working at a company where we were spending a couple hundred thousand a month on Paid Search. At that point, while we were dominant on the search engines on paid search, our cost was consistently going up, and not only that, our biggest competitor consistently outranked us. The CEO was convinced that if we would be in position number one, we’d do much better. Of course, we adjusted our bid, raised it to $15/click, our budget burnt out by the end of the morning, and we spent an extra $10,000 on leads we could have gotten for cheaper.
Los Angeles Writers Guild Strike Analysis
Can’t resist putting up a post about this. I live four blocks away from CBS, and see the strikers in front of the studio daily. Especially since Joe Marchesse had to make a post about it on Mediapost.
Here was Joe’s take about the effect of the strike on the industry.
- This would accelerate the search for monetization methods of digital content (OK, I didn’t think of that!)
- Less New TV content – I did think of this one as the big drawback for studios
- Surplus of digital media talent – I’ll pretend I thought of that.
PPC Powerpoint Presentation
About three months ago, when I was still working for my old company, I created a powerpoint presentation on Pay Per Click for the CEO and Chairman of the board, as well as the partners.
I was frustrated because I felt that there was no communication of the search marketing team’s goals to the company, as they didn’t understand the factors of PPC. Therefore, I created a powerpoint presentation about the basics. Click on the image to see the presentation on authorstream.
