Strip out the brand!
Thursday, May 10th, 2007PPC advertising can be an effective medium to drive sales - Other times, it can be an absolute albatross around your marketing campaigns due to its unpredictability and ROI spikes. What really drives me nuts however about PPC isnt the medium, but rather, the fly by night PPC only agencies that manage mult-million dollar paid search campaigns.
A Trinity client uses an alternative PPC management organizationwho boasts of ROAS of 300% on the latest campaign. When looking at the converting keywords however, its obvious that branded terms are driving the lionshare of the revenue. In situations such as these, the advertiser must strip out branded terms from ROI calculations to get the true performance of the PPC campaign.
Even though it is important to buy branded terms, lets be honest here…a monkey could do it.
Real efficiency in paid search management comes from bid management and the proactive testing of ad copy in efforts to increase quality score (ie. ad position). Even with active ppc management, success is not ensured. Key landing page creative must be tested and different offers messaged. Google’s web optimizer tool is perfect to tune your landing pages and is quickly becoming a key part of our client’s web marketing strategies.
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