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‘PPC (AdWords, etc)’ Category

  1. Getting More Clicks Without Increasing Your AdWords Budget

    July 10, 2011 by brian

    Google often informs advertisers of ways to improve their campaigns, but exhibits a predictable bias in their suggestions. For example, if you manage pay-per-click campaigns, you have probably seen a message similar to the following from Google:

    We’ve noticed that at least one of your campaigns frequently reaches
    its daily budget. As a result, your ads are not receiving 10% of their
    eligible impressions. Increasing your budget could allow your ads to
    show more often and get more clicks.

    While true, the message could have been rephrased to be more beneficial to you, the account manager: “Increasing your budget or decreasing your max CPC could allow your ads to show more often and get more clicks.”

    The key realization is that by decreasing your max CPC when your budget is frequently reached, you can decrease the number of times your budget is maxed-out and get more clicks without increasing your budget. The bigger lesson is to get your pay-per-click advice from a variety of sources and question Google’s suggestions.

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  2. Pay-Per-Click for the Small Business

    May 3, 2011 by brian

    The increasing complexity and competitiveness of the online search advertising platforms like Google’s AdWords and Microsoft’s AdCenter are creating a burdensome challenge for the small business owner who tries to do it all. New features are being introduced into these systems on a weekly basis, and only the serious search engine enthusiast can truly keep up with them all.

    In spite of this, Google wants to get you, the small business owner, hooked! Lately, Google has been handing out AdWords coupons directly to business owners, hoping to get them to open an account with Google to manage their advertising. On the surface, it seems like Google is being generous; however, we know better: Google is practically printing money (of their own currency), causing inflation and increased competition among businesses competing for ads on search engines.

    Most small businesses should not try to manage Google and Bing’s Pay-Per-Click (PPC) advertising systems, AdWords and adCenter, because it takes too much time to be competitive.

    However, this doesn’t mean that small business shouldn’t participate in these PPC systems. Although large businesses will benefit from in-house, dedicated experts, most small businesses will benefit from outsourcing their entire web marketing services to a company that handles Pay-Per-Click Services, among other website services. By focusing on their core business, and outsourcing the online marketing, small businesses can remain competitive in spite of the increasing difficulties that PPC systems present.

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