If there is something in digital marketing that we can compare with magic… It is, for sure, PPC (Pay Per Click) or SEM (Search Engine Marketing)… Overnight your phone might be ringing, your Inbox email folder might be full of lead and a shop might be very crowded…..  But one thing will definitely bring you down to earth with PPC very soon. PPC is one of the most expensive digital marketing activities. So, you should know where how and what you need it to use. It is very easy to spend money on PPC, but it is much more difficult to build PPC campaigns that have positive ROI (return on investment) In other words you should spend on your PPC less than you earn from business leads via PPC.

Eagles soar, but weasels don’t get sucked into jet engines

Before you decide to launch PPC be sure everything is done in the list below.

• You have landing pages with good UX designed for PPC
• Your loading time is less than 4 sec
• You have optimized the mobile and tablet versions of the website
• Your campaigns are done by a seasoned specialist who understands what he is trying to achieve. Otherwise, you are ready to pay with your budget for the mistakes a newbie will do.
• You implemented conversion tracking.
• You know how you will track the success of PPC. Clicks and CTR is not the right answer!
• You know what search terms are and the difference between search terms and keywords.

If something if the list is missed i would pause any PPC campaigns and solve a problem- you have a great chance to waste a lot of money not because “PPC does not work for n my business”, but because you did it wrong. Always remember, PPC is the quickest and most powerful digital marketing tool, But- the most expensive.

PPC is not easy. Yes, the only thing is easy in PPC is to spend money.

Free Tip. For PPC campaigns choose the specific “hot” keywords which you cannot reach with SEO or long-tail keywords which is more effective to cover with PPC than with SEO.  Set up conversions. Look carefully for the results (search terms, cost per conversion, cost per click, bounce rate), invest time to dig into analytics, and adjust the campaigns accordingly.

No matter we are talking about Google Ads, Bing Ads or Facebook ADs you should understand one thing – PPC is not easy. Yes, the only thing is easy in PPC is to spend money. All the rest needs time, knowledge, and experience. Google, Bing, Facebook, Instagram, and Yandex support lines can be very helpful. Also, you should understand that these guys earn their money when the user in clicking not when you got a client. So, at this point, your marketing strategy can differ strongly.  Some of the “express” and “easy” options to manage PPC campaigns are easy to use (easy to spend your budget), but the easier is the app the fewer targeting option you can use. Auto mode is also something you need causing to use in your PPC.

The light at the end of the tunnel has been turned off due to budget cuts

Do you know that saying “The light at the end of the tunnel has been turned off due to budget cuts”? Start small. For a micro local business start with about $600-$1500 a month and check the results in a month or two. Make corrections accordingly. It will take time while your PPC specialists will try lots of opportunities and find your “gold mine” in PPC, so be patient. But, please truck success with data, not with your guts. You need to track the success of PPC.  When you got a positive ROI (return of investment) – increase the budget. Do not waste your money, do not start PPC you need the right landing page, the quick loading time of a landing page, and an experienced PPC specialist.

Questionnaire for PPC.

You can access our Questionnaire for PPC:

1. By following this link Questionnaire for PPC
2. If you see the printed version of this page, please use the QR code 

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