Problems with the Current Pay Per Click Management Industry
PPC management companies need to start making a change. There is a very small relationship between the amount of spending on a campaign and the amount of work needed to run the most efficient and ROI-producing search campaign. But if this is widely known, then why on earth are all of the companies charging this way? Paid search (PPC) adopted this business model from the traditional ad agency. Why would we adopt the business model that started 70 years ago? It makes no sense at all.
The difference
It is time to analyze how and why companies pay for PPC Search Engine Management. We need to start by understanding what decisions were made that guided them to thier approach. Were they successful? If so, what considerations made their initative better?
The answers are below:
1. Only spend marketing dollars that increase market share.
2. Estabish K.P.I..'s and quantify the results of each campaign against those indicators.
3. Don’t drop your account into an automated software and forget about it
4. Do not put all of your eggs in one basket; dispurse your campaigns across all major engines (Google, Yahoo and MSN)
5. Dashboard reports should be accessable to all key personel, transparency is key
6. Avoid "set it and forget it" Marketing Agencies
