Can You Save Time and Money by Outsourcing Your Pay Per Click Campaign? Part 1 of 2
Filed under Search Engine Optimization
One of the largest challenges with Internet Marketing is operating a successful pay-per-click advertising campaign. Competition is fierce and the costs to advertise at Google are steadily climbing.
Below we are going to review many of the factors that you should look at when deciding whether or not to outsource your pay per click campaign.
1. Search Marketing Expertise
(It should be stated that you are|Obviously you are an expert in your industry. Your goals are to grow your company based on your knowledge and skills and have achieved a certain level of success. That, however, does not make you an expert at SEM. While you may know your business inside and out, the marketing strategies required to successfully promote on Google are a totally different issue.
SEM Advertising/pay per click advertising is a very specialized form of advertising. Strategies that worked just last year are no longer effective. The search engines change as fast as the stock market and if you lack the knowledge to create a profitable search marketing campaign, you will overpay for clicks and amidst tremendous opportunities.
2. Keyword Selection
For years, we’ve run campaigns with large amounts of keywords. All the way back in 2001, we developed campaigns with up to one million keywords. No one had heard of “long-tail keywords” and no one was developing large keyword lists. Today, the landscape has changed. Many people have built tremendously extensive campaigns to the point that long-tail strategies had to change.
Due to search restrictions you can no longer bid on every keyword you can imagine. To be successful in search, you need a strategy that casts a net that is surgically crafted to specific services, products and audiences. Unless you know how to develop these keyword lists, you will most likely put yourself on the most expensive, high traffic, low converting keywords that are out there. To find the right keywords at the right cost is a critical skill in developing a successful campaign.
3. Tracking Capabilities
For decades, companies used newspaper, print, radio and TV ads that were hard to track. The Internet changed all that, making most actions highly accountable. To be successful today in search you have to implement a system to track all actions; otherwise, how will you know what worked? Even if you are tracking, what will you do with that data?
4. Optimization Algorithms
Optimization systems / search optimization systems are the computerized systems that analyze the data you capture, evaluate the actual success on the individual keywords, and make determinations as to which keywords should be bid higher, lower or eliminated completely. This needs to be an automated task to analyze the number of keywords required to extract full value from your search campaign.
In the next part of this article, we will be examining development costs, ROI analysis,time requirements and the learning curve involved in running a successful PPC program.
