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Ah-Oh…PPC Feeling A Lot Like SEO
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About the Author
Kevin Gold (78 Posts)
Kevin Gold is Director of Internet Marketing at iNET Interactive, a social media company operating prominent online communities for technology professionals and technology enthusiasts. Kevin is a frequent contributing author to multiple publications including Search Marketing Standard, Practical eCommerce, DIRECT, Entrepreneur.com, ConversionChronicles.com, About.com, and On Target (Yahoo! Search Marketing newsletter).
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Sounds like PPC managers better get cranking on “SEO for Dummies”…
No kidding! Gone are those days when ROI was as easy as launching the campaign. Our approach has definately evolved to look more like SEO with respect to the quality aspect of PPC campaigns. We now need to stay on top of the campaigns – use fewer keywords – optimize landing pages for PPC etc. Actually the changes have really worked in our favor – thew more complex the system the more our customers appreciate our expertise. We have taken over campaigns from do-it-yourself clients and saved up to $2.00 per click simply by optimizing them for PPC – a very SEO like approach.
Excellent contribution Mark. Thanks! Congrats too on the growth from DIYs.
Every week we update over 10,000 keyword bids and over 250 ad group bids on one Google AdWords campaign including placements.
We have had to write our own software application (fortunately our business is software) which includes some pretty heady math formulas applied to a mix of several different AdWords reports that will spit out a resulting file which is dumped into the editor.
It is made even more difficult by the fact the Yahoo and AdCenter are both still web based and clumsy in regards to being able to tightly control keywords, bids, negative and more.
Actually PPC outstrips SEO in complexity.
Is SEO becoming more complicated, absolutely! To Kevin’s list we could add complications w/ negative keywords, content network strategies, etc.
But is it like SEO… not quite, despite the complexity, for one major reason:
– SEM is an infinitely faster was to reach customers, control volume, control “who sees what,” combine offer and landing page, etc. It’s much more nimble.
This is still part of the promise that SEM delivers but SEO struggles with. – speed! We can develop an SEM campaign and be live in a few hours (and for many clients, profitable same week). SEO typically doesn’t deliver for weeks, or months.
Yes, SEM is getting more complicated, and greater returns await marketers that keep up w/ the changes. But SEO remains the slower, less nimble, option when compared to SEM performance.
Cheers to all!
[Guy
DroidINDUSTRIES
Yes i also want to say Excellent job keep up thanks