After years of looking down my nose at PPC and seeing it as cheap, easy and little more than a bidding war that burns cash faster than the KLF on a beach I’ve came to the conclusion I was right. Maybe not the derision I feel for PPC but certainly the rest.
The change has been using PPC to amke learning about how to improve the effectiveness of other Internet Marketing channels.
Step One – Abuse PPC to Gain Knowledge
Test every keyword you want to optimise for and every page you think it may be appropriate for. Then use this data to measure, test, refine! You’re investing in the future not just in sales. If you find a keyword has great volume but no sales think about why this is. Could well be the page your sending traffic to isnt great – could just be the keyword is useless or you have broad search on for a keyterm like ‘insurance’. Even if you get no conversions you’ve learned something.
Step Two – Reabuse PPC for Conversion Tweaking
So you know where and what to point – so you know where you should be monitoring your SEO campaign. Next get onto conversion and start testing your page layout! Get booking forms, calls to actions, font sizes, web layouts etc all tested and keep results for every test.
Step Three – Get Your SEO Flying
Get your SEO flying. Get your good links, fantastic content and a strong following of incremental visitors and sit back and enjoy the money that you’ve earned by using your PPC budget tactically.
Step Four – Retest, Reabuse and Realign your PPC campaign
Get your PPC budget reinvested in new terms and turn off old campaigns as pages get SEO rankings. Every penny you spend from now on in PPC is only one tactic within your internet marketing arsenal of techniques You are no longer relying on your PPC to drive sales and giving Google, Yahoo and MSN your money.
Get started, get testing, get PPC down to being a tactic and not a strategy and if anyone tells you PPC is an investment remember they could be right – but only where PPC is used as part of a wider strategy and the tactic for your PPC is for you to learn how to make more money. Its your money spend it wisely and make every non-earning penny earn you more in some other way.
Here endeth the Gordon Gecko Post of the month.