You and your marketing team have set up a PPC campaign for your company and you are starting to realise that you are not getting the results you expected. You may becoming frustrated with a paid search and you eventually decide to move away from this.
Sometimes you just need to take a step back, understand why this isn’t working at an optimal level and gain some more knowledge. So before you decide to cut your ties with PPC marketing you should read our blog on some common misconceptions that break up your PPC campaign.
PPC Is A One Time Thing
Some PPC accounts that have been audited in the past have brought up some interesting results. Some of the costs per acquisitions were at the same cost as the average sale. For example, CPA was at $50 and the average sale was around $50. This not only makes an incontrovertible case against using PPC but it could deter some people to that conclusion.
Why were these results not stopped in the first place? Some businesses look at it from a broader perspective and they see this as a first step in creating long term relationships with customers.
Most companies will acquire new customers through a paid search advertising so when potential customers search for keywords they will then click on your ad. They will click the ad, purchase a product and then they are then added to the customers CRM.
Then further down the line you can re-market these previous customers and they can potentially make another purchase.
So, before having $50 as CPA sounds like a good deal. However the lifetime value of customers you acquire must be taken into consideration, and not just a one time thing!
Using PPC On Its Own
Sometimes you may find that your recent stats are down or that you may not be getting many incoming enquiries through and it makes you wonder why that is. If you look back at the company’s analytics data and find that you are only doing a PPC campaign for your marketing efforts then this could be a reason why.
You should incorporate other advertising avenues when promoting your product or business and you should try to target/use as many services as you can. This will generate traffic, however it is up to you to convert these to customers.
Paid searches are a great tool to use but this doesn’t mean that you should only use this as an advertising and marketing tool.
Paid Searches Are Too Expensive In Relation To SEO
There may be points in a PPC campaign when the client or business mentioned that PPC is not performing as well as organic and direct search traffic. Usually PPC is the number one source of revenue and sales leads for many businesses, so this isn’t usually the norm.
With SEO, search engine optimisation is a long term prospect for any company as this takes time, resources and technical aspects to organically give a company a higher rank in search results. Usually, depending on what services a client wants SEO can be a fixed monthly cost. And by the same degree, so can PPC.
However, with PPC you can alter your budget/spend per month and it also depends on what keywords you are targeting and whether they are competitive in that market or not.
Obviously the more competitive a keyword is the more resource and funds you should put in to gain a better result.
So, from these moments of frustration with PPC, most of these will stem from common misconceptions that we have mentioned above. By understanding and having a more accurate idea on how you can make the most out of your PPC campaign then the relationship is more likely to be long-term.
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