The need for targeted marketing isn’t unique to any particular industry or vertical. When managed correctly, paid search can be one of the most effective marketing channels available today.
When a business owner understands the potential of pay per click advertising, they often seek to incorporate this solution into their marketing mix. Many business owners choose to learn PPC on their own. Mastering the skill of paid search requires extensive trial and error. Most business owners don’t have the time necessary to properly learn and apply proven techniques and best practices to their campaigns. The mismanagement of paid search campaigns will result in wasted spending and the loss of time and revenue.
One primary contributor to the wasted budget is the fact that many business owners have difficulty understanding how to properly create a PPC account. A poor account set up will cause key elements to be out of sort. This will have a detrimental impact on conversion rates, click-through-rates, and quality scores. The disharmony of these elements will result in lack luster performance.
Another reason business owners fail in their paid search efforts is the fact is that analyzing data can be a time consuming and tedious process. Business owners typically lack the experience necessary to properly analyze and interpret results.
It’s common for clients to approach me after they have successfully wasted thousands of dollars without a return on their investment. After this experience many business owners seek alternative solutions such as outsourcing.
Outsourcing PPC campaigns to the right source will greatly reduce overhead and can maximize profit. Also, outsourcing can be a much more cost effective option compared to hiring a full-time employee.
The fact is, business owners need to stick with what they know best, which is running their business, and leave the PPC management to the experts.