PPC Management Is The Reason Why PPC Marketing Works At All

PPC — that’s pay-per-click — marketing accounts for 20% of all search engine clicks in the USA. It also accounts for 80% of all search engine marketing money spent in the USA. (Ever heard of the Pareto Principle?)

It might seem, just from reading that fact, that PPC marketing is a bad deal in terms of spending your marketing money. The truth, however, is that the vast majority of pay per click marketers are simply doing it wrong.

There are a cubic crap-tonne of ways to do PPC wrong, too. Just the keyword research part can go wrong at least a dozen different ways. You can get keywords that cost too much, keywords that aren’t searched enough, keywords used by people who don’t actually want to buy anything, keywords that don’t mean what you think they mean, and so on and so on and so on.

Fortunately, the market always responds to problems with solutions, and the modern internet marketplace has spawned a new class of geniuses that perform a service called PPC management. In other words, you tell them what industry you’re in and what your URL is, and they take over everything from there.

They have the expertise you don’t. They do the keyword research, they arrange the details of the PPC campaign, and they track the results. If you don’t get what you pay for, they change tactics until you start making more money than you’re spending.

There’s a profound advantage in this tactic over the traditional organic SEO route, and it’s called cashflow. See, SEO takes time, and it takes money spent over time with no immediate return. You spend $300 every month for six months with almost no compensation. It’s really hard on a cash-strapped young business to pull it off.

Now imagine hiring a PPC manager for $300/month and then giving that same guy a $1000/month budget for PPC advertisements. Your immediate outlay is pretty harsh, but you can slap it on a credit card with confidence, because that man’s job is to get you more money from your PPC ads then you spent on them. Even if you only pocket an extra $45