Forge Search Marketing
Pay Per Click Management and You
If you haven’t noticed over the past few weeks, the company blog has been somewhat void of new content while I have been busy restructuring the company. Over the course of the past year, the vast majority of Forge’s new clients (somewhat unsurprisingly) have been companies looking to either overhaul or setup a Pay Per Click campaign.
As has been the case for some time, Pay Per Click campaigns are the definitive and proven way to quickly drive relevant traffic to an array of pages on your website. In addition, I personally find Pay Per Click Management the most enjoyable role to play for my clients as there are often times ridiculous amounts of ROI involved. There are few things that get people more excited than seeing a monthly report with large, green numbers scattered about. After all, more sales or signups means raises for employees, vacations for families, and less worry in a troubled economy.
Unfortunately, in my years of experience I have seen pay per click campaigns placed into the hands of unskilled practitioners and spiral out of control with little to no return. Thus, I cannot caution enough that when you are seeking to employ someone to handle your campaign, be sure to question on them on their experience, credentials, and a measurement of actual ROI that he/she/they have provided to clients in the past. At a glance, Adwords, adCenter and Yahoo! Search Marketing seem like campaign tools that can be easily tackled and handled. However, one must realize that these are programs that offer certifications for a reason–they are as dangerous as they are wildly effective.
The unlimited potential of Pay Per Click is what really fuels my passion for providing the service to my clients. With the right budget, the right research, and a skilled hand, you can create a campaign that not just drives results, but demands more of a business.
If you have any success or horror stories about Pay Per Click, I would love to hear them! And of course, if you would like a no-obligation campaign audit, you can always feel free to contact me.