In a typical B2B company, the job of managing pay per click campaigns is given to someone in the demand generation or business development team. For this person, managing PPC is at best a part time job, squeezed in around managing webinars, email campaigns, field events, whitepaper creation, and perhaps much more. This challenge is getting worse as the "program-to-people" ratio at B2B companies continues to grow and marketers are asked to do more with less staff. In this environment, how can a busy demand generation manager find the time to manage their pay per click campaigns on an ongoing basis? For some companies in this situation, it makes sense to outsource their pay per click campaign management to an agency that will be able to spend the time required to optimize their campaigns. This is especially true if the company’s monthly pay per click spending is high enough to attract an agency’s attention and they can find an agency that specializes in the unique challenges … [Read more...] about How To Optimize B2B Pay Per Click In Four Hours A Week, Part 1
Pay per click ppc ads
In Part 1 of "How To Optimize B2B Pay Per Click In 4 Hours A Week", I wrote that in most B2B companies, the person or team that manages PPC campaigns and landing pages is under constant pressure to "do more with less". This means that search marketing is at best a part time job, squeezed in around email campaigns, field events, whitepaper creation, and perhaps much more. However, just because you are pressed for time doesn’t mean that you can just "set it and forget it" when it comes to PPC. I believe that with the right routines and an investment of just four hours a week, anyone can be on their way to optimizing their B2B pay per click campaigns. Part 1 covered how to spend two hours a week to find your best performing ad groups and make them even better (put more wood on the fire). Here, in Part 2, I cover methods for finding—and fixing—your underperformers in the other two hours. Block Two—Find and Fix Your Losers (2 Hours) There are a variety of … [Read more...] about How To Optimize B2B Pay Per Click In 4 Hours A Week, Part 2
If you are a one-person show, you have to balance everything for your site — from writing content, doing backend and technical work, research, promotions, advertising, and just about everything else that goes along with being a self-employed webmaster. Managing pay-per-click (PPC) advertising campaigns is just one of the many things that falls under the webmaster umbrella. Even small companies doing everything themselves often do not have anyone devoted solely to handling the company’s pay-per-click account. Unfortunately, when webmasters are not able to devote the amount of time to their PPC campaigns as is really needed, overspending or loss of conversions will occur. If you are a webmaster, consider the following things and decide whether it might be time to outsource your pay-per-click campaigns or reassure yourself that you are handling them just fine yourself. When was the last time you checked your campaigns?If you are running campaigns with small budgets, this … [Read more...] about When Should You Outsource Your Pay-Per-Click Campaigns?
You’re hitting your pay-per-click (PPC) efficiency targets and everyone is pleased with the results. Congratulations, but are you wasting money in your PPC program? Averages often hide waste, and in this economy it may be worth taking a look at how you’re getting to that average. Suppose you budget $200 to buy a DVD player. When you arrive at the store you find the model you want is actually on sale for $100! You arrive home, your 5 year-old hears the good news, grabs the leftover $100 and feeds it into the paper shredder. You are: a) indifferent because you planned to spend $200 anyway; or b) irate because your son just wasted $100? Is this happening in your PPC program? Let’s take a hypothetical retailer with 50% gross margin on all products and 10% variable costs tied to things like credit cards, pick and pack, cardboard, and commissions. They’re willing to spend the rest (40% of sales) on marketing to capture as many orders as possible at break even and then … [Read more...] about Pay-Per-Click Averages Hide Incremental Realities
No doubt many clients would love to imaging a world in which they didn’t have to deal with agencies or external resources. Niall Donohue won the Medallion Speaker Award at the International Search Summit alongside SMX Munich with a presentation which, at its heart, considered the best way to run Google pay per click campaigns in multiple languages without any of the normal external resources. In this situation, many would resort to translation and translation agencies (readers of this column know already what a poor view I have of that) — but that’s not how Niall and the team at Be2 approached the international roll out of their sites internationally. First a quick bit of background. Be2 is a dating site which operates in 39 countries and 18 languages — pretty global you’d have to say. It relies on international PPC for the recruitment of subscribers who are interested in dating. The challenge for Niall was how to achieve that with a relatively small team … [Read more...] about How To Run A Pay Per Click Campaign In Multiple Languages Without An Agency