Is PPC Killing Your Budget?

Search Engine Marketing (or SEM), also known as pay-per-click (or PPC) marketing, has been looked at with disdain by many business executives and marketing professionals. Why? It’s easy to spend a large marketing budget and not see a return on investment.

Like any type of marketing, SEM is not something you build and walk away from and hoping to keep seeing a return. Rather, an effective SEM campaign must be something that evolves, and conforms to the trends of current search traffic. Here are a few surefire ways to make sure your SEM program is at peak performance:

Have quantitative measures of ROI. There are many metrics you can look when analyzing an SEM program. You can look at ad impressions, ad clicks, cost per click and many other numbers. The most important, however, is conversion. To measure conversion, you must have the program setup correctly. While conversions are easy … Continue reading

PPC – The Anti-Linear Marketing Channel

When it comes to setting up marketing channels, owners of small and mid-sized businesses try to use traditional methods to do Internet Marketing. As Karl Ribas wrote on Search Marketing Gurus, this is not effective.

No fixed price tags

One of the traditional approaches to marketing is the idea of fixed costs. If I spend $10,000 on a billboard, I know it’s going to be there for the length of the contract, and there will be an average of “x” traffic to see that billboard.

When it comes to Pay-Per-Click marketing (PPC), this no longer holds true. The idea behind PPC is that advertisers compete against each other for placement and price. The key variables that determine these two items are:

  1. Quality Score (relevance of ad copy to keyword as well as relevance of landing page to keyword)
  2. Bid price

Advertisers compete against each other in these two areas. … Continue reading