Category: PPC Success
AdWords, Paid search, PPC, whatever name you have heard it referred to as, it all leads to the same thing, paying Google a fee to advertise your products and services.
“How hard can it be?” especially when Google will help you set up your account and give you advice.
Their helpdesk will tell you exactly what you need to do, how much to spend and which search terms you should be bidding on to generate visits to your website.
There is however one thing that Google don’t tell you and when you think about it, it is alarmingly obvious.
Every time someone clicks on your advert you get a new visitor to your website which is great, but it also costs you for the privilege, and generates revenue for Google. Therefore, the more that Google can get you to spend, the more money they make.
This often proves a costly mistake for most businesses because let’s face it, why wouldn’t you trust Google? They are so helpful when you are setting up your campaign. But are they helping you appear on search terms that are likely to result in the one thing that you want your ads to do, drive conversions?
Loosely, you may feel that the search terms they advise you to appear on could work. But could your money be better spent?
One example we have seen is for a customer who runs a boutique hotel in the centre of a historic city In the UK. The average cost of a night in this hotel is £150. This customer was advised to appear on search terms that will generate them a lot of visits to the site which is great, but search terms such as “cheap hotel” and “budget hotel” may drive traffic, but would many visitors want to pay £150 per night when they are looking for cheap or budget hotels?
This customer was purchasing a lot of traffic, but bookings weren’t increasing which is why it is important that you have someone managing your spend that understands that being seen in Google simply isn’t enough, you have to be seen on the right search terms.
You may feel like paying an agency to advertise on your behalf is a waste of money but actually it could be quite the opposite. Wasted click budget for bidding on the wrong search terms and lack of optimisation could in fact end up costing you more.
To find out how Spire Digital can help you get the most out of your PPC campaigns simply fill in our contact form and a member of the team will be in touch.