A Bit Inflated—the Big Problems of PPC and What to
Do About Them
Bigger and Bigger—but Not Always Better and Better
Business has always been competitive: Coke vs. Pepsi,
Nike vs. Adidas, GM vs. Toyota…even schools, like
Yale vs. Stanford. Humans demand options and
market choice. It’s only natural that business people
provide those choices in an attempt to not let the
competition overtake them; usually, one product from
one business stands out, beating others at the sales game. The instinct to be a
sportsman is primal, so people act on the challenge, even on the job.
This has never been as true as it is in digital business. With the world economy the
way it is, and with it becoming increasingly necessary for entrepreneurs to
understand the newest digital business formats, there is a simultaneous rush to be
ultra competitive in order to have one’s business come out on top. It’s a tough global
economic situation, so companies are jumping the gun on how good they can be.
But this rush isn’t always healthy, and it doesn’t always follow that bigger-means-
better philosophy. Sure, you think you are doing great things once you master
certain digital business practices, but it doesn’t always mean you are scoring big for
your business. Never was this as true as it is for PPC (pay-per-click). A lot of
independent business pros get sucked into the whole PPC world, thinking their
investment in it will automatically bring them the big bucks online. It doesn’t
always, and if you’re going to be in digital business, you have to be ready to stop
your PPC from getting too inflated and wrecking aspects of your enterprise.
A Blow to the Ego
If you’re using PPC, you might have come to it as a result of it being the better
option of the whole SEO vs. PPC debate. Search engine optimization (SEO) is great
to a point; but if you really want to optimize your business online so that people will
see it at the top of a search engine’s sidebar, you should invest in PPC. That’s the
story, and many are sticking to it.
But that’s when you have to exercise a bit of philosophy, if haven’t already. PPC
optimization can make you visible online, but you have to remember that there is
only one person that pays for those clicks on your company ads that appear in PPC
space: you. You have to bid on the keywords and phrases to use in those ads and the
bill for those bids has your address on them. As well, many keyword phrases are
subject to inflation, often by the search engines that utilize them and come up with
new quality restrictions over time. This will definitely affect your pocket book at a
potentially severe level.
A new, jargon-based term that is being used a lot by digital business pros today is
“ego-based bidding.” The high cost of top rankings combined with overzealous
marketers or supposed PPC experts cause many online business pros to get ranked
on search engines, but they end up generating next-to-no profit. When you’re
working with PPC, your and your associates’ egos have to be in check. Getting to
the top might be hard work, but it’s only good if it generates success for your
business as a whole.
Under New Management
You need to continually keep tabs on your PPC work if you are going to use it for
your business. Schooling yourself in the best PPC tips from PPC publications and
aligning yourself with the best PPC services around is equally necessary. You might
have to really see if all that PPC traffic (not junk traffic) to your site is bringing in
real clients to your business or if it’s just sucking the life out of it. You might even
want to rev up your SEO chops again to curb costs.
Whatever the case, management and PPC should be the perfect professional
combination for operation. If your PPC is getting a bit inflated, you need to air it
out. PPC management with strict supervision and the continued studying of the
system will let all the hot air out, bringing in the financial rewards.
To get more help on all your SEO, web site design, and web traffic needs, e-mail
Numero Uno Web Solutions Inc. at firstname.lastname@example.org.