Comments on: An Intervention for a PPC Addict http://www.bryaneisenberg.com/an-intervention-for-a-ppc-addict/ Professional Speakers, Best Selling Authors, Online Marketing Pioneers Fri, 10 Feb 2012 16:00:01 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Sid http://www.bryaneisenberg.com/an-intervention-for-a-ppc-addict/comment-page-1/#comment-885 Sid Mon, 12 Jul 2010 21:02:29 +0000 http://www.bryaneisenberg.com/?p=703#comment-885 Hi, I am interested in attending your conference in NYC. I would like to know if I could get the free ticket for the event. Your article gives insight about how this things are changing on a rapid basis. I personally saw our companys traffic going doing as we were only dependent on Google adwords for getting most of the traffic Hi, I am interested in attending your conference in NYC. I would like to know if I could get the free ticket for the event. Your article gives insight about how this things are changing on a rapid basis. I personally saw our companys traffic going doing as we were only dependent on Google adwords for getting most of the traffic

]]> By: John Hyde http://www.bryaneisenberg.com/an-intervention-for-a-ppc-addict/comment-page-1/#comment-810 John Hyde Wed, 07 Jul 2010 17:28:58 +0000 http://www.bryaneisenberg.com/?p=703#comment-810 Just wondering where Google's own revenue will go when people stop wasting money on hopeless badly-run campaigns. Going with your 'addiction' analogy: Google make their money by selling booze to these PPC-holics. Just wondering where Google’s own revenue will go when people stop wasting money on hopeless badly-run campaigns.

Going with your ‘addiction’ analogy: Google make their money by selling booze to these PPC-holics.

]]> By: Marc Poirier http://www.bryaneisenberg.com/an-intervention-for-a-ppc-addict/comment-page-1/#comment-793 Marc Poirier Fri, 02 Jul 2010 14:55:34 +0000 http://www.bryaneisenberg.com/?p=703#comment-793 So true, even experienced PPC managers often fail to recognize the devastating effect of poor strategic alignment within the various elements of their PPC campaigns. Keywords, text ads, bids, campaign settings, ad group usage, separating content and search, and of course the ever important landing page. All these have to be aligned with business objectives. Also, so many fail to keep an eye on critical metrics, including Quality Score for Google AdWords, or at least being on the lookout for other indicators such as abnormally low CTR on high volume keywords. Bid management is only one of the many components of a campaign that can help with optimization, but it should never be where one starts, because while you can't really win a fight against market pressure on pricing, you can definitely help yourself along by using your head and making changes when they need to be done, and experimenting with different creatives on your ads and on your landing pages. PPC is huge and still growing, but I think your estimate of $10B is quite conservative. Last year (2009) Forrester actually pegged the size of US only ad spend on search at $15B. If we all start optimizing our campaigns intelligently, I bet we can reverse that trend and actually see that number start going down! ;-) So true, even experienced PPC managers often fail to recognize the devastating effect of poor strategic alignment within the various elements of their PPC campaigns. Keywords, text ads, bids, campaign settings, ad group usage, separating content and search, and of course the ever important landing page. All these have to be aligned with business objectives. Also, so many fail to keep an eye on critical metrics, including Quality Score for Google AdWords, or at least being on the lookout for other indicators such as abnormally low CTR on high volume keywords.

Bid management is only one of the many components of a campaign that can help with optimization, but it should never be where one starts, because while you can’t really win a fight against market pressure on pricing, you can definitely help yourself along by using your head and making changes when they need to be done, and experimenting with different creatives on your ads and on your landing pages.

PPC is huge and still growing, but I think your estimate of $10B is quite conservative.

Last year (2009) Forrester actually pegged the size of US only ad spend on search at $15B.

If we all start optimizing our campaigns intelligently, I bet we can reverse that trend and actually see that number start going down! ;-)

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