Your Expectations From Pay-Per-Click Are Critical If You Want It In Your Inbound Marketing Mix
Pay-per-click used to be the marketer’s easy button. Buy some ads, get some clicks and generate some leads. Don’t misunderstand my flippant attitude; I know it doesn’t work exactly like that, but most of our clients and potential clients sure thought that’s how it worked and were disappointed when it didn’t work exactly like that. I even had one client pumping $40,000 a month into Google AdWords to fill up the top of her funnel, even though her sales team couldn’t work the leads she had through the funnel.
Today, all forms of pay-per-click campaign management (search engine and social sites) are much more complicated. Many more people are bidding on the same keywords, the mathematics that drive the programs are more complex, and more inexperienced users are contributing to over bidding and inefficient program management. This is contributing to more pay-per-click programs that are producing lower and even disappointing results. Don’t worry, this doesn’t mean pay-per-click won’t work; it just means you have to be smarter and have more realistic expectations.