Google, Yahoo and Bing have made setting up pay-per-click (PPC) campaigns fairly easy and painless. Within hours you can have your ads up and running, and delivering traffic to your website for a small fee per click. Unfortunately, the ease in which a campaign can be set up often convinces business owners that they can throw up some PPC ads and the money will start pouring in. I’ve talked to many businesses that think PPC doesn’t work because they tried it once and never made any money.
It’s not that PPC doesn’t work, it’s that the campaigns were not set up and managed properly. All too often a PPC campaign is created by the business owner but left to run with little or no management, supervision or oversight. Even a properly (or professionally) set up campaign needs constant oversight.
Proper set-up and management of your PPC campaigns is vitally important to ensure you have a profitable and high ROI PPC campaign. Without effective bid management and ongoing testing of ads and landing pages the campaign will soon be nothing more than an expensive traffic delivery method. As time passes, bid clicks will rise, positioning of ads will fall, landing pages won’t be as targeted and your cost per conversion will increase. Your PPC campaign may continue to deliver both traffic and sales, but the cost of those sales may be outside of your zone of profitability.
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