Do you want to know the best way to sit down at your computer at 8:30am and not notice that 8 hours have gone by? Deep dive into your company’s Pay-Per-Click (PPC) campaign. This is not to say that PPC is a waste of time or that you should ignore daily tracking. In fact, I would say that if your business does not use PPC, it is time to consider signing up, because I can almost guarantee that your competitors are utilizing PPC. Back in April 2013, Amadeus authored “Weighing the Benefits of Pay-Per-Click Advertising”, and gave you the basics on why PPC may work for you. At the very end, the post said to “keep in mind that investing in good SEO practices through your website can often bypass the need for sponsored links to begin with”. In the past I would have agreed, but almost two years later, I would say that investing in good SEO needs to be paired with PPC.
Like I said before, it is likely your competition is using PPC and appearing at the top of search pages; the very same pages you are trying to get on using just SEO. As you work to grow your SEO campaigns, your competition is already appearing first, second, or third on search pages. It didn’t take weeks or months of analyzing and implementing different strategies to get there. The first day they started PPC, they were appearing and possibly getting clicks and conversions. Bottom line? I would highly recommend adding PPC to your marketing campaign.
Now on to what I believe are some good PPC strategies. There are hundreds of websites and companies that want to help you with and/or run your PPC campaign. Amadeus is no different. I personally work on the PPC campaign for Amadeus itself, but we also have a Digital Marketing Team that will manage PPC campaigns for clients. The Amadeus Digital Marketing Team is highly experienced at running these campaigns and sometimes it can be helpful to take this off the back of your internal marketing department. If you want to try it on your own first, or are just getting started, then maybe my overview can give you a little guidance.
Before I go any further, please understand that I am not an advocate of devoting your entire marketing campaign to PPC. I believe that PPC should be used in tandem with social media marketing, email marketing, press releases, and of course, SEO optimization. But it should be used.
A temptation is to start analyzing every nuance in your PPC campaign, especially when you have a smaller, limited budget, believing this will optimize your performance. On the opposite end, you may be tempted to go for the full automation Google offers. Supposedly, with full automation, you don’t have to really manage it at all. As with most things in life, I believe that the best answer lies somewhere between the two extremes. I do not use Google automation and I do keep a daily tracker of general performance. However, I do not spend my entire day analyzing each keyword and the wording of each ad. I review my keyword bids every day, making adjustments as needed, and I review my ad performance about every two weeks unless I notice some big discrepancy (which is why I keep a daily tracker).
There is a learning curve for a PPC campaign. You learn when to make adjustments, what keywords work the best for your business, and how to optimize campaigns for your budget. The key is, you start getting noticed right away. Then you continue to nurture your other marketing campaigns while utilizing PPC. Just don’t let it consume you to the point that you neglect your other campaigns. If you decide you just want to let someone else run the campaign for you, contact the Amadeus Digital Marketing Team and they will get you up and running.