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Internet Marketing » Archives for ROI

OutSourcing Your PPC Marketing

April 11, 2012 By Frank Pipolo Leave a Comment
using outsourcing for your paid search marketing campaigns

using outsourcing for your paid search marketing campaignsReally the days of segmenting your paid search marketing (or SEO for that matter) are gone.  Most of the time, we working in an environment that has paid search specialists in-house and using us as well.   With PPC having so many parts moving at the same time to determine the ROI, (such as landing page testing, ad writing, and  other testing opportunities) it has become the norm.

Fact is, if your purchasing is over $10-15,000 a month, you really should be outsourcing some parts of your paid search advertising campaign, just as a business frequently outsources some sides of accounting such as audits, conventional promoting, and legal work some of the time. You could have an agency handling your campaign, you may be using paid campaign management technology, or a consultant.

Reasons Why Companies Done Not Outsource Their Search Marketing

Many companies have reasons on why they do not utilize outsourcing.  They range from “to important to our bottom line”, “we are the experts”, “we got burned by one”, or the famous “they will never understand us like we do”. Some of these (and others) can be valid reasons but honestly the majority of the time it is about having the lack of knowledge of using an agency or feeling threatened.

Why Companies Should Use Outsourcing For PPC Purposes

  1. Productiveness – Search management is a time-intensive activity as you are in what ever bid management tool going over ads, keywords, and bids all the time.  Remove that function from your internal team so they can focus on more ROI focused tasks such as landing page testing or developing good ROI bait like a solid white paper. These are also tasks when finished provide further bidding leverage on keywords.
  2. Speed to market – Most agencies have huge technical resources at their disposal, they can process even the most complicated campaigns at lightning-fast speed by leveraging bid management tools or just more resources at hand.   They can also handle more dedication to your campaign at times when you need it like the holiday season.
  3. In house knowledge development – A good search agency is transparent about their tactics. Your internal staff will benefit from this greatly.
  4. Total accountability. Many of times I have seen issues happen like de-listings or lost of Quality Score.  A lot of finger pointing goes on when this happens by the in-house team.  If your campaign is mishandled, it is the service provider’s responsibility to mend things. If the supplier can’t ( or will not ) cure the situation to a satisfactory level, you can sue.
  5. Cost – The big one! Agencies trump in-house search marketing departments as they simply have more resources. It really is a terrific example of economy of scale.  Having an in-house ppc specialist that is salaried at $40-50,000/year to manage a $120,000 in total spend just does not make sense.  The management cost of this is 30-40%.  Outsourcing this will cost you between 8-10%. If your business spends less than $100,000 a month on Google, adCenter, and online display, there’s a strong chance you can economize by outsourcing your search and internet promoting management operations. Do the mathematics. Work out how many hours your workers are devoting to Google-related activities, work out how much you are spending, and compare the figure to the plans offered by 1 or 2 selling suppliers.
Filed Under: Paid Search Marketing Tagged With: campaigns, developing, paid search, ROI

Paid Search Marketing For Beginners Tips – Paid Search Advertising

December 16, 2010 By Frank Pipolo Leave a Comment
Pay per click marketing tips for beginners

Did you know the average paid search marketing account spends $2,500 a month?  That should tell you that the majority of companies using paid search are small business.  So with a budget how do you maximize these dollars? Here are some paid search tips that are a must: Pay per click marketing tips for beginners

Paid Search Keywords

I can not stress this enough.  With a small budget every click counts and by finding the  right PPC keywords that have less competition you will pay less per click and this will make your money go further. WordTracker, KeywordDiscovery, and the tools provided by Google and Yahoo! are all great starting points.

Daypart Targeting

PPC marketing is one of the most competitive and tightly managed digital marketplaces that exists today. Yet in this world where daily micro-management of tens of thousands of paid search keywords has become the norm, one of the simplest and most powerful strategies is often overlooked or underutilized. The art of dayparting is to shut down or start your campaign at certain times of the day to give your ads the maximum chance of being clicked by your targeted audiance.  Cheryle Pingel, founder and president of Range Online Media, revealed what kinds of shoppers are on the Web and when. Men are generally buying before or at work between 6 and 8 a.m. Women, on the other hand, are shopping in the evening. So, if you’re selling football tickets you might want to boost your listings to a top spot in the morning. But if you run a woman’s shoe store, pause or delete your ad listings until after work hours.

Long Tail Keywords – Go There!

Longer Tail keyword terms are ones that appeal to users searching for very niche or specific items. For example, a generic term from the B2C world would be ‘Teddy Bears’. A long tail keyword would be ‘Big Teddy Bears’ or ‘Big Teddy Bear Delivery’.  This will help avoid the high cost generic keywords and pick up traffic from people doing very specific searches. Not only will your cost per click advertising be significantly cheaper, but you’ll tend to find that prospects know exactly what they want, and the quality and number of inquiries resulting from the clicks will be much higher.

Adwords Content Networks

Personally I am not a big fan of content networks as they generally offer a lower quality visitor and will eat up your budget quickly. You can police and control these campaigns to accommodate for these content network traps by building campaigns specifically for these including Google Adwords Content Network.

Writing Best PPC Ads

One of the most important thing you can do to optimize your campaign is writing PPC ads . If your paid search ad copy is stale or less relevant, you may suffer from a low clickthrough rate, which in turn will hurt your quality score (in Google) and make you pay more for your clicks on specific paid search keywords.  You can also lose positioning which allows your competitors to have a stronger opportunity to take your visitors. The beauty of this is that you can always have ads rotating, and if your new efforts do not pan out, the major search engines will automatically stick to what was working.

Add Adwords Negative Keywords

A core component to managing your keyword list and saving your budget is adding negative keyword to your ad group or campaign means that your PPC ads won’t show for search queries containing that term. By filtering out unwanted impressions, a negative keyword lists can help you reach the most appropriate prospects, reduce your cost-per-click (CPC), and increase your ROI.

Filed Under: Paid Search Marketing Tagged With: paid search, Paid Search Keywords, PPC, ROI

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