One of the biggest benefits of PPC advertising is the immediacy of results. Unlike most traditional mediums, a PPC campaign will tell you right away what is producing and what is not. As advertisers it is easy for us to let our egos get in the way of results. For example if I come up with a great ad campaign and run it on TV, radio, billboards etc, it is easy for me to tell myself that everyone loves it, and if it doesn’t increase sales, or brand recognition, I could blame it on outside factors. But in my mind I still ran an awesome campaign.
The Data we collect every day in our Paid Search accounts makes it impossible for us to to this. Don’t get me wrong, I still think that I run awesome campaigns. I try to get into the head of the searcher and anticipate what they are looking for and what they want to see. I choose the perfect keywords, write the perfect ads, and organize the account perfectly. But sometimes, just sometimes, my accounts don’t meet their goals in the first week or month.
This is when we are forced to swallow our pride and let the data tell us what to do. A coworker recently told me that I should put a piece of paper in front of my monitor to cover up keywords, and just let the data tell me whether or not to keep those keywords active.
If you have a specific Cost Per Conversion goal (which you should) you can simply pause any keyword or ad that does not meet your goal. Sometimes our gut feelings can betray us and get us to keep keywords and ads longer than we should. We say to ourselves, “It’s not converting very well this month, but that’s the exact keyword I would search for if I was looking for this service. It’s bound to start converting soon.”
Our job is to make sure that our clients’ ROI goals are met, and the best way to do that is to remove our egos from the equation and let the data guide us.
If you would like a Free Consultation please call 877-676-2010.