Managing PPC: Because Mistakes can Still Happen

Pay-per-click (PPC) advertising is one of the most popular online marketing tools today, primarily because it is simple and reasonably effective at attracting “hits”. However, since PPC relies solely on keyword groups, this also means that it is quite easy for PPC to fail, especially if the wrong keywords are used. This is just one mistake that PPC management services try to avert -- one in a huge laundry list.

The other most glaring problem with PPC is that some people rely on it entirely, disregarding the fact that PPC is meant to be used in tandem with other marketing tools like search engine optimization (SEO). In fact, it’s almost as if SEO is mandatory for PPC, because it is the former’s job to come up with correct, effective, and relevant keywords that the latter will use. Incidentally, SEO can also identify the wrong keywords that PPC shouldn’t use. For example, a company that sells snow gear should use “skis”, “snow shoes”, “winter wear”, and the like as keywords, as opposed to “snow cones”, “snowballs”, and “frostbite”.

There is also the common mistake of scheduling PPC ads so that they don’t appear in the evening or in weekends (probably to reduce marketing costs). This is understandable, although a PPC management tool can be used to identify “traffic peaks” on any given day so that the ads would appear in these time periods, as opposed to have them strictly following a schedule.