PPC Strategies – Understanding The Need For Change

Just like with so many things in today’s Internet Marketing landscape, PPC (Pay Per Click Marketing) is always changing and evolving, and in order to continue to maintain a successful campaign your strategies must change as well. Having been a part of the Internet Marketing world for the last 8 years I have seen many once thriving accounts begin to struggle. There can be a number of reasons for this but taking a look at some common myths may answer many questions as to why your account may be struggling.

Many advertisers believe that with PPC you can turn it on and forget about it. They believe creating a keyword list, writing some ads, setting some bids is really all there is to it. This couldn’t be further from the truth. Successful PPC campaigns need constant testing and monitoring in order to get the most bang for your buck. Many companies now use outside management companies that can devote the time and energy needed to create and manage thriving PPC accounts.

In the early days of PPC Management, advertisers believed the higher the bids the higher their quality score and in turn a higher position. Not true. I know in the past some of the search engines did subscribe to the philosophy of: the highest bidder was the advertiser that displayed the highest. Now all search engines are looking at several factors to determine who will be displayed in what position. These factors include your bid but also involved things such as your CTR (click through ratio), landing page and keyword relevance, and many historical data factors related to those keywords. The formulas the search engines use are very complex and are not very straight forward.

Also remember that each search engine behaves differently. What works in one may not work in another. Each search engine has its own algorithm that determines what ads are displayed and as I stated before it is a complex algorithm with many factors. Your keywords in Google will likely behave much differently than your keywords in Bing. Each search engine warrants different bidding, match type and account setting strategies.

I have spent countless hours reviewing, changing and growing numerous PPC accounts over the years. The way things were done 8 years ago is very different from how they are done now. Knowing and understanding these changes is crucial to having a PPC campaign that works for you and your business.

For more information on improving your PPC strategies, call us at 1-800-978-3417 or Contact Active Web Group and let us help you!

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