SEO Blog
PPC Management
For todays topic I thought I’d raise that old chestnut of a problem, PPC Management.
PPC (pay per click) is the paid advertising that many website owners use to drive customers to their websites using Google adwords, Yahoo search marketing, etc, and for one of my customers recently it was proving to be a headache.
He had initially contacted us to optimise his website so that it appeared naturally in the search results – it wasn’t showing up anywhere at this point (I’m happy to report he is now on page 1 for all of his keywords except 1, which is sat at the top of page 2) – and consequently he was relying on adwords & Yahoo quite heavily.
Our brief was to improve the natural search engine optimisation of the website so that the PPC costs could be trimmed back, since they were eating quite disturbingly into his bottom line.
Alongside starting the optimisation of the website we suggested that we should have a look at his PPC campaign as well and see whether we could help to cut the costs there, since this was the cause of the problem, which he was happy to try.
On the day before implimenting our PPC recommendations our customer had paid around £75 in adwords costs alone, which works out to around £2250 per month, a pretty standard cost per month for him.
The day after implimenting our recommendations his adwords bill came in at £25 – a saving of 66% working out to £50 per day, or £1500 per month – and with no drop in the number of enquiries.
We also noted that more than half of these costs were coming from 1 keyword and so we implimented a strategy to achieve natural ranking for that keyword, allowing it to be dropped from his adwords campaign.
We believe that this will take no more than a couple of weeks, and at that point his daily adwords bill will drop to around £10, an 86% reduction in advertising costs saving £65 per day, or a staggering £1950 per month or £23,400 per year (sorry Google!).
So you may be wondering how we achieved this?
Well, the truth of the matter is that generally adwords campaigns gradually become bloated with more and more keywords and phrases, and the vast majority of them have no impact on sales whatsoever. It is common for us to be able to reduce adwords costs & other PPC costs by anywhere between 60% to 90%.
That’s quite a substantial saving.
While it is tempting to cast the PPC net as far and wide as possible to catch as many customers as possible, what you really need to do is to concentrate on the “action” or “buying” keywords and phrases, and nothing else (usually).
What we do is to identify what these keywords and phrases are, remove the excess, and add any new key phrases and words that are missing.
In the example above we more than paid for our services in the money saved in month 1, in fact our customer saved money overall even after paying his new, lower adwords bill and our bill too.
Over the course of a year he will save the equivalent of a persons salary, so maybe he’ll buy himself a new sporty car or other toy 
If you feel that your PPC bills are too high and would like us to reduce your PPC costs, then contact us to enquire about our PPC Management Service and improve your bottom line today!
