Facebook Places and a Great PPC Campaign - Unknown Secrets of SEO E-Webstyle Number 72

According to this episode, a PPC campaign fails for two reasons: being under-budgeted, which means too few clicks to generate results, or being over-budgeted, meaning you pay more than necessary. Getting 20 clicks a month from a small budget, for example, is described as substantially under-budgeted.

The hosts recommend starting by understanding what your business sells most and makes the most on. Then build a keyword list and hand it to a qualified professional for review. Industry-specific terms matter, as shown by the example of MEP, meaning mechanical electrical plumbing contractors, which general marketers would not have known to target.

Google measures relevance between the ad, the keyword, and the destination page. When the landing page matches the search term and ranks well for it, Google charges less per click because it prefers sending users to relevant content. A mismatch forces advertisers to pay more and can result in ads being rejected.

The hosts say virtually every step, including setting a budget, finalizing keywords, writing ad copy, and building landing pages, benefits from expert help. They note that one client was paying eighteen dollars a click before getting professional help, suggesting outside expertise can significantly reduce wasted spend.