Google PPC Is A Necessary Evil
By: Gail Notestine, CGAP
Many clients ask why it is necessary to advertise, with Google.
The answer to that is quite simple. If you don't, nobody will ever find your
listing on organic search.
SEO, keyword-rich content, relevant content and a good user experience, are all
pluses with Google's 'Caffeine' search. However, no matter what you do, if you
are not advertising on Google AdWords, you will not place in the top 10 in
organic search results.
Let's face it, we all treat our paying customers better than we treat the people
that just want something for nothing!
Google advertising does not have to be a bad experience, if you have someone,
that knows what they are doing, design, implement and maintain your account.
A well-designed campaign, with page relevant keywords, compelling ads, and a
budget of +/-10% of desired sales, is the key to success.
I have had a few clients that want to get 100K in sales, but don't want to spend
more that $5.00/day. That is unrealistic.
You must have an advertising budget adequate for the sales you require. If you
don't you are doomed to failure, it is just a matter of time.
Because that budget is so important, it is imperative that you do not try to
save money by doing the PPC yourself.
Like in the legal system, the business owner that tries to design and manage
his/her own PPC account, has a fool for a client. Every penny counts, and you
need someone that tries to make EVERY one of your pennies count and is concerned
about the success of your business, not just in how much money they can get from
you, up front.
A professional charges an hourly rate, NOT a percentage of your Google spending!
So, even if you have to skimp on office furniture, forego that new computer or
maybe change over your print-advertising budget. Google PPC, is as necessary
for an Internet Business as is a Web Site.