We obviously think PPC is the bees knees. Yet, despite being paid traffic fanatics, we think that being scientifically minded, and grounded in reality are pre-requisites to true PPC success.
As you may have already surmised, we’re all about honesty, transparency and communication. Over the years, we’ve found that some of the same PPC misunderstandings come up time and time again. These misunderstandings can lead to disappointment, wasted spend, and wasted times.
So let’s get a leg up over the competition and examine some of the most common misconceptions that people have about PPC.
We’ll say it again – great PPC is a marathon, not a sprint. Between planning, testing and executing on campaign optimization, you may face a period of zero (or even negative ROI) while we find the best possible formula for your particular products or services. While we have certainly seen accounts flourish in just days and weeks of being in our care, it can take months to see good results, and years of continued optimization to stay one step ahead of your competitors.
PPC can be an incredible booster for a great product or service that is already successful, or has all the right indicators for success. Unfortunately, PPC probably won’t save a site or product that has an extremely low conversion rate, extremely low margins, or facing other issues of poor market fit.
This one is extra special to us. We take pride in what we do, and we work hard for our clients. (we wouldn’t be Google Premier Partners if we didn’t!) You won’t catch us coasting by and hoping nobody notices. Much like the point above, there are multiple variables outside of Paid Traffic that lead to success, as well as failure.
We can send all the appropriate and relevant traffic to a site that we can, but what happens from that point is usually out of our hands.
What we mean are issues, such as:
Don’t underestimate the power of a good landing page. We routinely offer feedback on best practices for websites and landing pages, and we frequently test new ads to better work hand-in-hand with the website. Failure to receive feedback, and worse, failure to test new site pages, is a mistake.
Like the first point above, PPC takes time. We can’t stress patience enough. One day, let alone a week, is hardly enough time to gather the data needed to make smart decisions when it comes to keywords, bids, and entire campaigns. To do Paid Traffic is to play the long game, it’s not for quick wins.
As the old adage goes, you need to spend money to make money. This is especially true in PPC. Time and money are needed to find those golden keywords and target demographics that will convert for you.
The key to all of this, understanding PPC science fiction versus PPC science, lies in good communication and transparency.
We’ll gladly take the time to help educate you on what we’re doing, and why we’re doing it. We just ask that we are met halfway with an open mind. If a person comes on board with an idea in their mind about how Paid Traffic SHOULD work and refuse to accept anything else, then we aren’t a good fit.
But if someone comes aboard eager to see how the Paid Traffic cog fits into their machine, we’re happy to provide you with all the insights you need to understand its relationship to your business better.