So you rank top for your main keyword in Google? nice, how much business does that generate for you? ….hello?
I speak to new people every day who tell me how they aren’t interested in PPC and that they have lost money, never had any real success with it and they already rank top for their main keywords. That’s like me saying I’ve purchased a new kitchen and never managed to get the thing constructed properly. The reason is I have ZERO experience with building kitchens and therefore I should be listening to the guys who do it every day and demonstrate great results. Why do some people think Internet Marketing is any different? To run a successful online marketing campaign you need to know what your doing, you need to have made mistakes, tested what works and actually had some success.
Google make it sound all very easy to setup an Adwords campaign and that’s because it IS easy. What is not easy is to actually construct and then optimise a profitable campaign. Anyone can enter a bunch of keywords, write some ads and throw $50 in the budget… it’s making a profit on that $50 which is important.
PPC is a very effective tool for growing your business but you need to either decide your going to research and test your campaigns properly or hire someone who can demonstrate previous success. For all those SEO lovers out there that say PPC is expensive and a waste of time, if they had spent time researching what keywords actually deliver a return on investment first then they wouldn’t be wasting their time telling everyone how they rank number 1 for keywords which haven’t ever delivered any real business to them. Just because a keyword gets a millions searches a month doesn’t mean you will make any money from being top. It’s important to know what traffic delivers a bottom line and focus on that, PPC is perfect for this as you can instantly test a number of keywords and see which work.
