A short post today, on a subject I’ve barely touched on before “Pay Per Click” (PPC).
As I write this I’m in the back of a car travelling down to see a web design agency in Sunny (read, very grey and wet) Worcester. I’ve been asked to discuss online marketing and traffic generation with them. It’s a service they don’t currently offer and something that Gambit Nash is rapidly gaining a reputation for.
My aim is to outline in this first post a list of concerns they have that hopefully are common to others who have not tried PPC or who, in an increasing number of cases, have tried but had an unsatisfactory experience. (See below for list of common PPC failure factors).
A telephone conversation last night gave me a few pointers and ideas for today. What their aspirations are. The scope they have, and their experience – if any – with online marketing so far. was very illuminating.
Before I go any further. I should say that I specifically asked for permission to repeat this conversation, and that it is accurate in idea but as I didn’t record the telephone conversation, some of it is paraphrased a little when it comes to the details.
Imagine, if you will, a montage of time passing. You know one of those “things whooshing past a screen” type things, pages fly off a calendar and a clock spins around really quick. Why7? Because it’s now evening and I’m back from by visit. Time to fill in the details.
Have You Tried PPC (Pay Per Click)?
Yes, a couple of clients of ours used it. Google Adwords and Twitter sponsored Tweets. We try and steer clear of it now, it’s got a bad name really.
Oh you know, the usual. Thousands of pounds put into campaigns that hardly made any difference. They felt burnt afterwards in most cases. We don’t actually want to go down that route again.
So You Managed It For Them?
In some cases we set it up, in others we took a look and came to a mutual decision that they might benefit from the exposure. It’s really expensive though.
How Did You Manage It During The Campaign Itself?
We made sure there was always enough cash to run it, and set a maximum daily spend. We added some keywords when things were a little bit slow, that’s about it.
Read the full article here: http://www.demondemon.com/2015/02/27/burned-by-pay-per-click/
Related articles at: http://www.marketing-nerds.tumblr.com/
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