Pay Per Click: No Bluffing Allowed
Writing by Brick Marketing on Tuesday, July 15, 2008
David Szetela got my attention with a small blurb on PPC advertising.
Playing the PPC game without first taking the time to learn the fundamentals of advertising copywriting is like sitting down at the poker table with scant understanding of the rules, and proceeding to drop dollars into the pot while better-trained players scoop that money out.
Granted the gist of what he wrote is simple and those of us in the advertising business already know it, but I like the way he worded it. The reminder that businesses jumping into the PPC field without understanding it are throwing money away is an important factor. Yes, a correct PPC campaign can be financially rewarding, but if it is done without an understanding on of the process than you not only blow your advertising budget, you also throw away the time spent on that campaign. Time is something that no business really has, as each moment a competitor is striving to catch up to you and, chances are, they are doing it the right way. You can’t bluff your way through an Ad campaign.
Dave‘s article goes on to discuss both the art and the science of PPC advertising, saying that the science makes up to 90% of the PPC proficiency and financial efficiency.
This is an important item to remember because PPC is mostly about the analytics. Measurements, benchmarking, trends, algorithms, the correct PPC campaign uses it all to understand what your customers are searching for, how they are searching for it, and where they are buying it from..
If your company is going to spend the time and money to invest in a PPC advertising effort, make sure that you hire someone with expert knowledge in the field to avoid throwing your money away.
Category: Local Pay Per Click
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