Clickz warns on PPC strategy

by Brian Turner

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Kevin Newcomb at Clickz warns that most advertisers are failing to utilise proper PPC strategies, resulting in higher than necessary PPC bills, without increasing sales conversions.

The warning comes as a number of studies show advertisers are simply burning cash on PPC spend, without getting the sales conversions they are spending for.

While many businesses attempt to manage PPC spend themselves, it remains a very specialised technical field that they may not be able to perform best at, with bid managers simply throwing money into top positions that cost more than the sales generated.

Some advertisers battle for top placement needlessly because they have not successfully defined search ROI, do not have a way to track, report and optimize search ROI, or because they suffer from ‘CEO syndrome,’ the desire to see their company name in bright lights.

The overall problem is highlighted of PPC marketers being unable to determine the worth of different strategies, and simply taking easy - but expensive - blunt approaches.

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