“PPC is a short-term solution”. How many times have you heard that?

It’s one of the most common phrases used to describe PPC, and I continue to hear it regularly as a Google Ads consultant talking to business owners.

I ran a Facebook poll around this recently, in a group made up largely of digital marketing consultants like myself, and the results were quite surprising…

62% of the people labelled PPC and Google Ads as a short-term solution. If I’d have ran the same poll in an entrepreneurial or business group, it’s likely that percentage would be up nearer the 85% mark.

The post also prompted replies like “waste of money” which is a whole other blog post in itself *smh*.

Now I know there is an element of learning and knowledge, and it’s not as black and white as short or long-term for many businesses, but we need to shift those percentages and start having conversations and educating people about long-term PPC strategy.

PPC’s flexibility and measurability rightly makes it incredibly powerful as a short-term tool. For seasonal events, new product or service launches, seasonal dates and offers, and even as a testing channel to aid decisions elsewhere. But thinking, labelling and utilising PPC only as a short-term solution is a disservice to the platform and the methods, and could mean loss of business, for your business.

Below is a case study from a retail client of mine, who I’ve been working with for the past 2 years. Prior to signing the client, we had a number of meetings and conversations around budget, strategy and how we can make PPC the most important marketing channel for them.

Strategy

The strategy has been mainly simple. Firstly, restructure the account to gain some instant wins, reduce wastage and set the foundations to allow the account to thrive as it matures with optimisation.

Secondly, that optimisation. With all my clients I implement a consistent and comprehensive optimisation schedule that dives into all aspects, features and analysis of PPC. These include…

  • Budget management
  • Bid management
  • MoM and YoY analysis
  • Device performance and bid adjustments
  • Location performance
  • Network performance
  • Audience analysis
  • Ad scheduling
  • Conversion setup and testing
  • A/B testing
  • Keyword performance
  • Negative keyword work
  • New keyword themes & exact match keyword addition
  • Display remarketing and RLSA
  • Ad copy optimisation, utilising USPs and CTAs
  • Ad extension optimisation

Results

Q4 2017 vs Q4 2018 (20% Increase In Budget)…

  • CPC dropped 36%
  • Sales increased 79%
  • Revenue increased 93%
  • Conversion rate increased 1%
  • Sessions increased 77%
  • Bounce rate down 12%
  • IS Lost (Rank) reduced 45%
  • CTR up 41%

Just because Paid search platforms can give you almost instant numbers and performance metrics, this doesn’t mean instant results. To get the best return from PPC, you need time. Time to let your new structure flourish, time for your optimisation methods to take effect, time to test, time to make decisions.

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