Can You Save Time and Money by Outsourcing Your Pay Per Click Campaign? Part 1 of 2

One of the largest challenges with Internet Marketing is operating a successful pay per click campaign. Competition is fierce and the costs to advertise at Google are steadily climbing.

Below we are going to review several of the factors that you should look at when deciding whether or not to outsource your pay-per-click campaign.

1. Search Marketing Expertise

(It should be stated that you are|Obviously you are an expert in your industry. You are growing your business based on your knowledge and skills and have achieved a certain level of success. That, however, does not make you an knowledgeable at search engine marketing. While you may know your business inside and out, the marketing strategies required to successfully advertise on Google are a totally different issue.

Search Marketing/pay per click is a very specialized form of advertising. Strategies that worked just last year are no longer effective. The search engines change as fast as the stock market and if you lack the expertise to create a effective search marketing campaign, you will overpay for clicks and amidst tremendous opportunities.

2. Keyword Selection

For years, our company has run campaigns with vast amounts of keywords. All the way back in 2001, we created campaigns with up to one million keywords. No one had heard of “long-tail keywords” and no one was developing large keyword lists. Today, the landscape has changed. Many people have built tremendously large campaigns to the point that long-tail strategies had to change.

Due to search restrictions you can no longer bid on every keyword you can imagine. To be successful in search, you need a strategy that casts a net that is surgically targeted to specific products, services and audiences. Unless you know what to do to develop these keyword lists, you will most likely put yourself on the most expensive, high traffic, low converting keywords that are out there. To be able to research and locate the right keywords at the right cost is a critical skill in developing a profitable campaign.

3. Tracking Capabilities

Prior to search, companies used newspaper, print, radio and TV ads that were hard to track. The Internet changed all that, making most actions highly accountable. To be successful today in search you have to implement a system to track all actions; otherwise, how will you know what worked? Let’s say you are tracking, what will you do with that data?

4. Optimization Algorithms

Optimization software / search optimization systems are the automated systems that analyze the data you capture, review the actual success on the particular keywords, and make determinations as to which keywords should be bid higher, lower or eliminated completely. This needs to be an automated task to analyze the amount of search phrases required to extract full value from your search campaign.

In the next part of this article, we will discuss development costs, ROI analysis,time requirements and the learning curve involved in running a successful PPC program.