SME's Struggle With Managing PPC Advertising Campaigns on Their Own
Webmaster World hosts some interesting threads around the subject of search engine marketing, and this recent thread followed this trend. The discussion was conducted mainly by SME owners, some of whom are attempting to manage their own PPC (pay-per-click) advertising campaigns, rather than go to an agency, such as SearchPath. Many people on Webmaster World were relaying stories of how hard it is to make Adwords (Google PPC) campaigns work for them. Some of the comments included:"I know more than a few small businesses that tried Adwords for themselves, and saw a very poor return on investment - and decided to stop..."
"Just because you own a small business is not excuse to try and manage a PPC campaign on your own. As a small business owner, seek a professional PPC management company and you will get ROI. 90% of campaigns fail due to poor keyword selection and ad group organization. The bottom line is, you will just throw money down the drain if you are not tracking ROI OR know how to manage your account correctly."
"I believe that AdWords has become too complicated and intimidating for a lot of small business owners."
"I'm a small business owner and I'm really about to give up on Adwords. I guess I've been silly in playing the Adwords game and I have wasted tons of my time. I'm thinking of hiring some experienced Adwords professional to manage my account and I really hope this will bring me a better position to win this game. "
Many SME owners are tempted into embarking on PPC advertising on their own, perhaps having been swayed by the basic version of the Adwords interface (The Starter Edition). Whilst this stripped down version gives an entry point for the very smallest users (some without a website), to achieve any real ROI you need to work with the full version (with all its nuances and features), and with someone that has years of experience of setting up, managing, reporting and tweaking PPC campaigns at SME level. We at SearchPath have been doing exactly that for four years for a variety of clients, often producing measurable increases on campaigns that are already running in a matter of days.
So if you are struggling with geo targeting, quality scores and conversion tracking, give us call and see how we can make your advertising pound go further.
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