This has been the week for bad PPC advice around the web. First came yet another New York Times article filled with small business owners whining that Adwords doesn’t work. We’ve been down this road before with NYT, so I won’t go into it here. You can read my rant about their last article to see how I feel about that.
On the heels of that foolishness came this gem from WhiteShark Media. I got skeptical when 3 paragraphs in, it starts talking about a 40% conversion rate. If you’re getting a 40% conversion rate from PPC, you shouldn’t be writing blog posts – you should be figuring out how to spend as much as you can on PPC.
But I digress. This article was full of so much bad that I can only conclude it was written as linkbait. Let’s rebut each piece of bad advice.
It tells you to spend more money.
You know it’s a wrong-headed article when the first “tip” for improving PPC results is “increase your bids and budget.” Was this article guest-written by Google? That’s always Google’s first “optimization” recommendation, and it’s not a good one.
Now, if you indeed are getting a 40% conversion rate (ha ha), and you’re making a profit on those conversions, then you should absolutely spend more money. But if you’re not, then a safer approach is wiser. Spend what you can afford, and work to optimize every aspect of your campaign: keywords, ad copy, landing pages, etc.
It tells you to geotarget the world.
The advice to “target more geographies” is mind-boggling, frankly. Unless you started using PPC in only a small area to test the waters, you should never expand to other areas without a clear expansion strategy.
For example, if you are a small local business, you should only advertise in the areas near you. Running ads in California if you’re a small clothing store in Michigan makes no sense whatsoever. Same thing goes for national advertisers. Unless you’re equipped to sell to other countries, don’t do it!
Bottom line, you should only invest in the areas that fit your business strategy.
It recommends using broad match.
I have seen countless small businesses who say that Adwords doesn’t work. When I dig deeper, I find that they’re bidding on the broadest possible terms: broad-matched “women’s clothing” and the like. I don’t recommend that strategy for my largest, deepest-pocketed advertisers, much less most PPC clients. It just doesn’t make sense. Instead, you should use exact and phrase match terms, and modified broad match if you need to cast a wider net.
Now, if your search volume is very low, you may want to add a few more broad terms. But this needs to be done carefully and measured closely.
It suggests adding high-volume keywords.
The article advises finding keywords with high search volume. While I don’t think every advertiser should avoid high-volume terms, advertisers need to proceed with extreme caution. Have a plan in place when you add a high-volume term. Put it in its own ad group, or even its own campaign. Be sure to have realistic budget caps in place. And watch it like a hawk. It might work for you – but it might not. I’ve seen a single keyword spend 4 or 5 figures in a single day. Can you afford that kind of risk?
It says to focus on short-tail keywords.
Using short-tail terms, as the article advises, is usually not a good idea unless your budget is very large and you have an awareness strategy in place. Short-tail terms rarely convert well, and often have very competitive bids. You’ll be duking it out with everyone else who sells “women’s clothing” – and unless you’re a major national retailer, you probably can’t compete.
By sticking to longer-tail terms, you’ll moderate traffic and have a much better chance of driving conversions.
It says to include appealing promotions.
OK, the last bit of advice I actually agree with. Ad copy should contain language that compels qualified users to click. If you have a strong promotion running, use that. Focus on the unique benefits of your product or service. Include a sense of urgency (“Limited Time!”) and a strong call to action (“Buy Now!). Test different elements of your ad copy to see what works best.
A word of caution about promotions: Think long and hard before making promotions a part of your marketing strategy. While promotions can and do drive sales and profits, some businesses end up relying on deeper and deeper discounts to acquire customers. This becomes a race to the bottom and can hurt sales in the long run.
Remember, any time you see an article that equates “grow your business” with “spend more money,” be afraid. Be very afraid.
Did you read the NYT and/or the WhiteShark posts? What do you think? Share in the comments!