Yesterday, I presented at SMX Advanced on Conversion Rates and the Laws of Diminishing Astonishment. It was a great panel, and I’m excited to share my deck with my readers. Enjoy!
Yesterday, I presented at SMX Advanced on Conversion Rates and the Laws of Diminishing Astonishment. It was a great panel, and I’m excited to share my deck with my readers. Enjoy!
Voice search has come on strong in the past year or so. Bing Ads has been ahead of the pack on voice search, predicting a year ago that it would be big. Purna Virji of Bing Ads talked a lot about voice search in her recent Reddit AMA, as well.
I’ve definitely noticed more obvious voice queries in our clients’ search query reports lately. The much-ballyhooed “near me” searches are showing up in droves in several client accounts. We’re also seeing really long search queries, with 15-20 words not uncommon. Queries that start with “give me the number for” or “can I get the name of” or “what’s the company on First and Main” are prevalent, as well.
Voice search is obviously cool and efficient for the user. It’s so easy to say “OK Google” and start asking a question in natural language. Cars nowadays are equipped with Bluetooth connectivity to mobile phones, giving drivers the opportunity to perform voice searches without taking their eyes off the road. My teenagers almost never type a search query into their phones – they either use OK Google or Siri. It’s the stuff of Star Trek: “Computer! Identify that flying object!”
As search marketers, though, voice search is wreaking a bit of havoc. The search engines, despite their outward support of voice search, seem to have trouble handling lengthy voice queries. Our clients’ ads have shown on some highly irrelevant queries that are obviously voice searches.
The challenge is multiplied if you’re using call-only ads. Call-only ads are great in that they display a nice big “Call” button:
But when call-only ads show on irrelevant voice searches, they tend to generate unqualified phone calls – wasting client call center resources on top of wasted click costs.
Another issue is that the engine’s negative keyword functionality hasn’t kept up with voice search. Negative keywords don’t work when the negative term appears more than 10 words into a search query. So if you have “free” as a negative keyword, and someone voice-searches “what’s the name of the company on fifth and main that offers free haircuts to kids,” your ad will still show – even if you’re not offering free haircuts. This is becoming a bigger and bigger problem for our clients.
Another huge issue is close variants. Close variants have always been a problem, but with voice search, we’re seeing even bigger challenges.
Take the example of “company” vs. “companies.” In theory, search queries with either word should perform the same. A search for “business phone company” should perform the same as “business phone companies.”
The problem is, with voice search, the two are very different. Let’s look at an example.
Consider these two queries:
what’s the name of the business phone company on 5th avenue
business phone companies that can help my small business
The first query is clearly someone who is looking for a specific business. They just can’t remember its name. If you’re that business, you’re in luck. If you’re not, you’re going to get a lot of clicks and/or phone calls from people looking for a competitor! Not cool.
The second query is clearly from a user who is looking for a business phone company. If you’re that advertiser, this is exactly the prospect you want. It’s an obvious lead-generation question that should convert well.
And yet, if you’re bidding on “business phone companies,” your ad will serve for both queries, because of close variants.
I’ve become increasingly frustrated with this as time goes on. There’s no way to keep your ad from showing on irrelevant searches, and the irrelevant searches are becoming more frequent due to voice search – leading to worsening ROI from paid search.
We can only hope that the engines will reconsider their stand on close variants and give us the option to choose to include them once again. Otherwise, I can envision paid search quickly becoming too expensive with too low an ROI for many advertisers.
What do you think? Is voice search helping your PPC performance, or hurting it? Share in the comments!
Editor’s Note: Today’s awesome guest post comes from Point It’s Maddie Cary! Enjoy this in-depth post on e-commerce PPC.
Managing e-Commerce PPC campaigns can be a blast! There’s a certain satisfaction that comes with the immediacy of tracked revenue that gives you a little kick in your step. Different KPIs come into play like Return on Ad Spend (ROAS), Average Order Value (AOV), and Profit Margin that present new optimization opportunities. Each of these metrics adds a new lens to view your paid search strategy through – are we seeing a decent return on our investment? What’s the average amount our customers are paying when they checkout? Are we actually profitable in our SEM efforts?
But building long-term successful e-Commerce campaigns can be challenging, especially if you’re in a highly competitive retail environment. Trying to build a program that not only is profitable, but can maintain profit at scale across multiple online stores, product lines, or business groups can make any great PPC marketer to want to pull out their hair.
Don’t fret, it is possible! Especially if you start out on the right foot and go into it with some knowledge about what common e-Commerce PPC pitfalls to avoid. Below are some of the biggest mistakes myself or others have made and learned from when running e-Commerce campaigns in paid search:
#1: Lackluster or Broken Product Feeds
Shopping campaign click and ad spend share is on the rise QoQ, and e-Commerce advertisers know they can’t ignore this tactic if they want to grow their revenue. But more often than not, brands launch Shopping ads with product feeds that are barely filled out, let alone optimized to incentivize searchers to click through and buy. No matter what you try to convince yourself of, consumers aren’t drawn to product ads with SKU-heavy titles, stock product photos, and irrelevant product details.
Your product feed is the core of your Shopping strategy – you wouldn’t launch a search campaign with janky keywords or broken tracking parameters! So before you start driving a car with a flat tire, consider what steps you can take to optimize your product feed. (and good news, Google recently announced Merchant Center rules, making it a lot easier to optimize your feed directly in Merchant Center!)
• Does your feed contain all of your available products?
Don’t pre-filter your feed, but load all products into your Merchant Center. You can use a bidding methodology to favor higher priority products and organize product targets within your Shopping campaign structure
• Do your product titles and descriptions contain phrases people will actually search for?
Do you have products called “Sandy Pants” that really are Khaki or Tan colored? How do you think a majority of consumers will search for that you offer but maybe aren’t showing ads on because of fancy marketing or brand terminology you’re using? Take into consideration how you could revamp synonyms in your product details to match to more searches.
• Are all fields properly filled out?
Don’t auto-populate feed categories with all the same value, or even worse, leave non-required product feed categories completely blank. The more you leave unfilled, the more you tie your hands and limit what you can do from targeting standpoint within your Shopping campaigns (which means leaving revenue on the table).
• Does your product image stand out or blend into the crowd?
Do a search for a computer monitor or a type of Nikes right now. More often than not, a majority of the Shopping ad results will all be using the same stock image. Test different image angles or views to stand out on the SERP and try to get that CTR boost vs. your competitors in the product ad block!
• Are you utilizing Automated Shopping Extensions?
This free Shopping campaign feature launched back in July 2015 allows you to automatically highlight your offering to searchers, such as free shipping or price changes noted within your feed. It’s another great way to get a leg up on the competition and further stand out on the SERP.
#2: Poorly Thought Out Location Targeting
Does setting up your locations strategy for your campaigns make you feel like you’re throwing a dart at a map? Not all geo targeting is created equally, especially when it comes to optimizing e-Commerce campaigns. Far too many times I’ve found a client’s e-Commerce campaigns targeting cities, regions, or countries that they can’t deliver to or sell in. Before you begin launching e-commerce PPC across locations, answer this question: can you deliver or sell your product in that geo?
• Yes I can!
Alright, you’re already off to a great start! Focus on a lower-funnel, high intent keyword strategy to achieve the best ROI
Maybe you can offer products in the geo, but aren’t sure if it’s worth investing there yet. If you can fulfill purchases in a timely fashion without negatively impacting the perception of your brand, it’s likely worth testing out
• No, I can’t
You can’t deliver, can’t sell – some sort of roadblock? Then running e-commerce PPC campaigns targeting that geo is not the right fit for you. Don’t actively target and/or add as a location exclusion!
Targeting the wrong geo isn’t the only place where PPCers make mistakes when approaching location targeting for e-Commerce. It’s also important to understand and leverage how geos you target perform differently and shape your bidding strategy accordingly. Pull a user location report from your dimensions tab to get a sense of where the majority of your orders & revenue are taking place. Test layering geo-bid modifiers for better performing cities, regions, or states to stay aggressive and see where you can further move the needle on profitable revenue.
#3: Running “Fluffy” Ad Copy
Any marketing you run is a reflection of your brand, which includes your brand image and voice. But don’t let brand messaging “fluff” cannibalize the limited ad text you have available in PPC ads. The copy you run in magazines, TV, or even Display ads may not resonate with your ideal searcher – the one who is ready to buy!
Searchers are motivated by pricing, free shipping, promotional offers, and strong CTAs, especially when comparison shopping between sites. A 2015 report from Mintel found that 69% of US online adults shop online at least monthly, with 48% of online shoppers admitting to increasing the size of their orders to hit the free shipping threshold.
Running product-brand focused PPC means doing an ongoing balancing act between protecting the brand voice vs. best growth-driven paid search practices. While it’s important to ensure that how you message and present your products is in line with brand guidelines, don’t sacrifice revenue in order to do so. Following through on some of the below e-Commerce ad copy principles will help increase CTR, improve Quality Score relevancy, and create trust with you consumers who engage with your ads.
• Pricing info should be prominent (headline when you can), transparent (don’t try to hide tax details or cents), and whenever possible, competitive.
• Save characters to call out free shipping or minimum cart size amounts
• Use strong CTAs like “Buy Now” or “Order Today”
• Create & maintain promo calendars for your PPC activities so that you’re highlighting available online offers to those searching
• Mostly importantly, follow through on what you offer in your copy! Make sure all of the above is clearly messaged on the landing experience you direct them to!
#4: Under-utilizing Audience Targeting
Part of running any successful PPC campaign is knowing your target audience (and of course, persuading them to convert). An additional crucial element for all e-Commerce PPC accounts is a well-thought our remarketing plan. Consumers may bounce between sites as they peruse sales, product assortment, or prices. They may also make multiple searchers during their research process, including on you brand vs. non-brand keywords, as well as using or not using purchase-intent verbs in their search terms.
How searchers interact with your site tells you a lot about them, and it’s data you should be utilizing across your PPC efforts. Don’t limit yourself to just Standard Remarketing banners, but be sure to also set up RLSA campaigns to layer on rich audience data on top of keyword search intent to get the smartest bang for your buck.
The most important step in setting up remarketing is determining what audiences make the most sense for producing the best revenue results. Below are some audiences every e-Commerce account should be testing (including some audiences commonly opted out of!):
• Abandoned Shopping Cart
Do you have a sizable audience pool of folks who made it all the way to filling the shopping cart and just didn’t click “buy”? Target this audience who almost pulled out their credit card and consider offering them something that would incentivize them to buy, including discounted shipping or a coupon
• Product Page Visitors
What products are your highest sellers or see the best conversion rate? What searchers are visiting that site but not converting? This is an audience which you can target with ads specific to their expressed product interests and show ads to bring them back in to learn more or convert
• Repeat Purchase Products
Do you sell products that need to be refilled, restocked, or repurchased in a shorter window (maybe 60-90 days?) Build an audience of those who purchased the products and set up remarketing campaigns prepped to message to them right before they may be looking to stock back up.
• Sales Page Visitors
If someone engaged with your Sales Page, whether they converted or not – it means they are either interested and/or regularly aware of your discounts and reductions. Consider messaging to these searchers differently in RLSA, highlighting specific promotions or biggest discounts available to pull them back into the site.
This one may seem like a pretty straight forward audience, and one many e-Commerce PPC marketers target. It’s also likely one of your largest available pools, so a good one to test out across your remarketing tactics and then narrow down further by layering on additional parameters based on pages visited, duration on site, or other site actions.
• Previous Converters
Many e-Commerce advertisers may immediately opt to exclude any previous converters – why would we dedicate marketing dollars to people who have already ordered, which is what we wanted them to do? Don’t devalue the repeat purchaser or loyal brand buyer, who already has a strong association with your company and will likely come back, whether that be through a remarketing banner or while doing a search on your brand name. Be sure to be there with a remarketing ad when they do
• Blog Visitors
Similar to previous converters, those reading & following your blog likely are dedicated to your brand. Consider remarketing to your audiences built on what blog pages they visit or how often they’re visiting, possibly offering them incentives, loyalty program sign-ups, or early promo exclusives to continue fostering that brand love and on-going content engagement and sharing.
On-Going e-Commerce PPC Success
The above is just the start of the many different tips, tricks, and best practices to create a successful e-Commerce PPC strategy. If you’re able to implement even some of the above, you’ll set yourself up for a more relevant online shopping experiences for your target search audience, as well as elevate your PPC brand presence in your e-Commerce space to the next level.
What are your biggest learnings from running e-Commerce campaigns? Share in the comments!
Maddie Cary is the Director of Paid Search at Point It Digital Marketing in Seattle. Her role involves overseeing and developing an amazing team of PPC account managers, while also running the global SEM program for Point It’s largest client. In 2015, she won the US Search Award for “Young Search Professional”, as well as was acknowledged as a “Rising Star in PPC” by both SearchEngineLand & PPC Hero. You can also find her speaking & learning at great conferences like SMX, HeroConf, & PubCon, or writing monthly posts for the Wordstream blog. Outside of PPC, her biggest loves are her family, friends, and her idol, Queen Beyoncé.
Even the best PPC managers run into problems from time to time. But PPC problems aren’t really problems if you know how to solve them.
High Traffic, Low Conversions
Novice PPC managers and new advertisers will inevitably have a campaign or ad group that drives a lot of traffic, but few to no conversions. Remember, rarely will generating clicks be your goal – the goal is to drive conversion actions on your website.
But novice PPC managers will often fall into the trap of believing the search engines: focusing on high CTR and traffic. The default setting for search campaigns in both Google and Bing is “optimize for clicks,” rewarding the ads with the highest CTR.
Forget all that. Focus on your goal, which is driving conversions. If you have a campaign or ad group with high traffic and low conversions, first look at traffic by keyword. Is one keyword driving the bulk of non-converting clicks? If so, pause it right away. Did you accidentally use broad match when you meant to use exact match, or mistakenly add a keyword like “keyword”? (Don’t ask how I know this.)
Maybe you have an ad that isn’t performing – likely because it’s making a promise that’s not delivered on the landing page. Pause that ad.
Or maybe your landing page isn’t performing well. This is probably the most common reason I see for high traffic and low conversion rates – terrible landing pages. Take a long hard look at your landing pages and your website. You may even want to pause your PPC campaigns until you can fix the issues on your website.
Don’t forget to check and make sure your ads are driving to the right page, and that the page and any associated conversion tracking is working. It’s not unusual to find broken landing pages or tracking codes.
Low Quality Scores
Quality score is one of the most misunderstood metrics in terms of its importance. While I don’t believe you should optimize for quality score as one of your key KPIs, you shouldn’t ignore it either.
If you have a lot of low quality score keywords in your account, you have a problem. The problem may be as simple as being in an industry that has traditionally low quality scores – a lot of B2B advertisers fall into this category. But if you’re an ecommerce advertiser, or you’re seeing low quality scores on brand terms, you have a problem.
Use the ad diagnostic tool to see where the problem lies. Is it your landing pages, CTR, relevance, or a combination of all three? The ad diagnostic tool will give you a starting point.
Then set about fixing the issues. If you have low quality score keywords that aren’t generating much traffic, or aren’t converting, just pause them. If they’re super relevant, or if they’re converting, consider moving them to their own ad group. Write very specific ad copy that includes the keyword. Use the very best landing page. Often these steps will boost quality score.
If your landing page is the problem, you can use Bing Ads Intelligence to help diagnose the issue.
Poor Landing Pages
This relates to the first two PPC problems – can you sense a theme here? Landing pages are often a huge issue, and yet are the last thing PPC pros focus on sometimes.
If your landing pages are poor, you’ll have trouble getting good ROI. Fixing your landing pages is a must. As mentioned earlier, you may have to pause your PPC campaigns temporarily while you fix your landing pages and website.
Look critically at all elements of the page. Does the page try to do too much? Is it cluttered, with no area of focus? Does it lack a headline and clear call to action? Try putting something in the cart and checking out. Are all the steps logical? Are there any barriers to conversion? Features like email signup interstitials and other popups are popular, and yet can distract a user from actually buying from you. Remove these from your landing pages, or wait to serve them until after the person has checked out.
With a little sleuthing, you can solve the biggest PPC problems. How do you solve tricky PPC problems? Share in the comments!
Matt Umbro started an interesting discussion last week with his post titled Why SMBs Should Not Run AdWords Accounts. He defines SMBs as advertisers with a budget of $500 per month or less, and says that’s not enough budget to compete and be successful.
Mark Kennedy wrote a detailed counterpoint on the topic called Paid Search Can Work for SMBs – Even the Little Guys! Both Matt and Mark’s posts were well thought out and made good arguments.
Believe it or not, I’ve been mulling this topic for some time, after I saw this question on Quora: Does Google AdWords work for all businesses? The answers to the question range from the ridiculous to the sublime, but one poster sums it up well:
“(Adwords) also only really works if you know what the hell you’re doing… It’s so easy to burn through budgets very quickly and pay for clicks from people who never had any intention of becoming a lead or purchasing anything from you.
All the clients I’ve had have attempted some form of PPC themselves, realised they thought it was simple but they’ve spent a whole load of money on something they don’t understand. I’ve then gone into the account, showed them the type of keywords people have entered which they have paid for – this tends to shock them because they thought they were bidding on exact match keywords. They also tend to lack conversion tracking (if there is no measure of what is success, how can you be successful?).”
I’ve written before about why inexperienced people should not attempt to DIY PPC. It’s too expensive and there are too many pitfalls, as the Quora poster says above. No matter what your budget, if you haven’t outlined clear goals and set up conversion tracking, Adwords or any other PPC program will not work for you.
But what about the small business question? Should small businesses use Adwords?
I’ve run small PPC campaigns a few times in my career. Some were agency clients, and some were side jobs I took on. I have to be honest: I haven’t found $500/month clients to be very profitable, for me or for them. In his post, Mark Kennedy offers several examples of small clients who used geotargeting and other tactics to their advantage.
That’s great, and it makes sense – but I’ve found that Facebook works much better in most of these instances. Clicks on Facebook are significantly cheaper than clicks on Adwords or even Bing, so your money goes a lot further. Even direct ecommerce or lead generation is more efficient on Facebook at small budgets, in my opinion. Matt Umbro also mentioned Facebook as a good alternative for small advertisers.
Mark Kennedy also talks about how to charge for small clients. This is where the problem lies, in my opinion. Mark says he charges about $75 per month for $500 clients. Even if you only charge $75 per hour for your time (which is low for this industry), that only gives you an hour per month to work on that client’s account. In his post, Mark says “Phone calls that are just a quick question turn into hour-long conversations. An email with one question turns into a trail of follow-ups.”
That’s been my experience as well – small clients are less sophisticated, and need more hand-holding. They often don’t understand basic marketing principles, much less the nuances of Adwords. They frequently have issues on their website that need troubleshooting – and lack an in-house developer to fix them, leaving me to answer web dev questions (which, trust me, is not a good use of their time based on my limited dev knowledge!).
So if you spend an hour on the phone answering quick questions, you’re done for the month – or you start losing money on a client that’s already paying you at the low end of the rate scale. It just doesn’t make sense to me.
Now if you’re running a small PPC campaign part time as an in-house marketer, and you have some PPC knowledge, a $500 budget might work. But in my opinion, there are better uses of your $500.
It’s been interesting to watch the conversation on PPCChat on this topic. What’s your take? Share in the comments!
Robert Brady wrote a great post this week over at the Clix Marketing blog called How Valuable Are PPC Skills Anyway? I love the perspective he shared on PPC skills and commoditization – something that’s been talked about a lot in the search blogosphere of late.
Some people have wondered whether automation will eventually put PPC professionals out of a job. It’s a fair point. Look at the manufacturing industry, where many jobs have been taken over by machines and robots, and others have been shipped overseas, where labor is cheap. Could the same thing happen in PPC?
In his article, Robert postulates that routine PPC tasks can be done via automation. If you’re just doing routine tasks, your job may be in jeopardy. There are tools out there that can do bid management, budget management, keyword research, ad testing, and many other routine tasks.
But if you’re actually working on strategy, and overseeing the work that the tools do, then your job should be secure. Check out this graph that Robert referenced in his post:
Back in 1983, when I graduated high school, the same number of people were employed in routine cognitive and non-routine cognitive jobs. Over the past 30 years, the number of routine cognitive jobs hasn’t grown – the line is nearly flat. But non-routine cognitive jobs have grown – and at a faster rate than the other 3 job types.
Strategic PPC is non-routine cognitive work. I can’t tell you the last time I did the same thing 2 days in a row. It doesn’t happen. Are there routine tasks I perform? Sure. Do I do the exact same thing every day for every account? Absolutely not!
There is a place for routine work in every job out there. But if you’re spending every day doing routine tasks, your job may be taken over by automation someday soon.
It’s my hope that all PPC professionals end up doing non-routine cognitive work. It’s what makes this industry so much fun. It’s also my hope that search marketing conferences start focusing less on how-to tactics and more on strategy. It’s in PPC strategy that our value lies.
Do yourself a favor and check out Robert’s post if you haven’t already. And if you’re practicing or teaching assembly line PPC, you might want to start thinking about PPC strategy a little more. Check out the “pay per click strategy” section on this blog. Read blogs by others. Focus on objectives. Ask “why” every day. In short, make sure you’re doing non-routine cognitive work.
Did you read Robert’s article? How do you balance routine PPC tasks with non-routine PPC strategy? Share in the comments!
A couple weeks ago, my friend Kirk Williams wrote a thought-provoking post on the Wordstream blog called Can We Please Kill the Whitepaper in B2B PPC?. When I saw the title, my hackles went up. I started to think: “Kirk, how could you?”, because Kirk is one of my favorite people in PPC.
As I read the post, I found myself agreeing with him. What he’s really saying is we need to kill bad whitepapers in PPC. Bad whitepapers, according to Kirk, are “all too often nothing more than repurposed sales material.”
The whole reason for using B2B whitepapers in PPC is to generate awareness and consideration for your product or service. B2B whitepapers are often used in the early stages of the buying cycle, when users are in research mode. No one wants to be sold to when they’re trying to do research. We all know how annoying it is when we’re trying to browse for a new appliance, car, or other considered purchase and some salesperson pounces on us with a hard sell. We don’t like it. Neither do B2B prospects. Repurposed sales material posing as a whitepaper is not helpful and should definitely die.
But good B2B whitepapers are a great fit for PPC. Our clients have created whitepapers offering opinions on news in their industry, checklists for businesses to consider when making a purchase, overviews of how to use their product, and many other valuable topics. The key is to create whitepapers that answer questions the prospect may have as they’re doing research.
Let’s look at an example. Say you’re doing in-house PPC, and your campaigns have grown to the point that you’re thinking about bid management software. This is not an inexpensive purchase, and there are many technical aspects to consider. You probably have 100 questions about what bid management software does and how it can work for your business.
Do you want to read sales brochures at this point? Of course not. You want to read case studies and information on how bid management software has helped businesses like yours.
That’s where the whitepaper comes in. A good whitepaper on bid management will explain what it is, what it can and cannot do, and how businesses can benefit. It will not be a sales brochure.
In his article, Kirk listed several alternatives to the whitepaper. They’re all great. We’ve found, though, that in situations where the user is early in the research process, free trials and discounts are too far from where the buyer is in his or her journey. Buyers at the early stages need something informative that doesn’t feel like a big commitment. Good whitepapers are just the thing.
Should bad B2B whitepapers die? Absolutely. Should all B2B whitepapers die? Of course not! Whitepapers are useful tools that belong in every B2B marketer’s arsenal. And I think that’s exactly what Kirk was saying in his article.
What do you think? Are whitepapers helpful to you as a B2B marketer or B2B buyer? Or should they be killed off? Share in the comments!
Earlier this week, I took my car to the shop for an oil change and tire rotation. 30 minutes and $30 later, it was done. Easy.
When I was a kid, it was common for people to change their own oil. Cars were simpler then. My first car was a 1972 Ford Gran Torino. Yes, I’m dating myself. But I loved that car. It looked just like this one except it was powder blue. It was awesome. I wish I still had it.
Anyway, back then cars were simple. You could easily change the oil, the filter, the air filter (which I did myself many times, it was a 5 minute job), the spark plugs (which I also changed), and many other parts to keep it running. The mechanics of it were simple.
Fast forward to cars now. I now drive a 2011 GMC Acadia Denali. I love this car too. It’s big and bossy and has lots of fun toys, including satellite radio, OnStar, and a fancy nav display.
I can’t fix a single thing in this car.
The engine is crammed into a third of the space of the engine in my Gran Torino. Everything’s hooked up to computers. I’m afraid to even open the hood, much less try to tinker with anything under there.
Keeping PPC running well is a lot like keeping a car running well. When I started doing PPC in 2002, it was simple: keywords and ad copy. No Google Display network. No remarketing. No social PPC. No multi-device fancy stuff. Just keywords and ad copy. PPC was easy for a novice to do, and do well. I fell into it as a special project, and we made money the first day, even though I didn’t know what I was doing. I was, in essence, changing my own oil.
Nowadays, PPC is complicated, just like my Acadia. It’s easy to mess up royally and cost yourself thousands of dollars. There’s way more competition than there was in 2002, so CPCs are higher. There’s Bing and Facebook and LinkedIn and Twitter and Instagram…. the head spins just thinking about it.
PPC is not DIY. It hasn’t been for a long time. I know that if I try to mess around with anything under the hood of my Acadia, I’ll screw it up and it’ll be an expensive mistake. The same thing goes for amateur PPC managers. It’s cheaper and better in the long run to hire PPC professionals.
What do you think? Can PPC still be done DIY? Or do you need a pro to succeed? Share in the comments!