Pay Per Click management can be a challenge when you have lots of keywords, ads and landing pages you are working with. So many companies choose to use PPC Management software like Marin, Kenshoo or ClickEquations*.
Today I did a Google search for SES Chicago that is coming up next week and I will be attending. I saw a PPC ad that I though was a brilliant idea. It gets an A for strategy, but an F on execution. Which is a major mistake for a PPC management vendor.
Don’t tell the world what you do, show them.
The ad reads: Marin Software @ SES SJ Check Us Out At Booth #620 Schedule A Meeting Today For A Demo
Their mistakes:
1. The event isn’t SES SJ (San Jose) coming up but SES Chicago.
2. They aren’t even exhibiting at SES Chicago.
3. Their landing page has no relevance to the ad. No scent. No mention of SES (Search Engine Strategies conference), meeting at the booth, etc.
Doesn’t the saying go, 3 strikes and you are out!
Update: Just did a search for SES San Jose and found an ad from 2008. I think this should have been removed shortly after that show. What do you think?
* Disclosure: I am on the advisory board of ClickEquations.
Yikes!
With the amount of business I assume Marin writes they could and should have a full time PPC person Bryan. Scary to think this add may have been running erroneously since last winter’s SES San Diego closing day.
Chris Brogan blogged yesterday about being sold on a pair of Timberland boots by a national campaign only to find the item unavailable in major retailers anywhere near his home. This disease has more than one home.
I don’t use any of these. I’m not associated with any of them in any way, but the one problem you have here is you assume you know the CTRs, conversions, etc…
Could it be they’ve done this on purpose because it is working?
Like I said they got an A for strategy. It probably works well when they are exhibiting and show the correct ad and landing page. I doubt it was working now, because they already pulled the ad.
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I think they just put it there a long time ago and nobody changed it. It has nothing to do with their software and everything to do with the person managing the account.
Marc it is a possibility. Either way it is bad PPC management. The software should have an expiration date for ads if applicable. That would allow for real automation and management.
…maybe they're putting together a study to prove that results falter when scent is lost… to be released sometime later this year…