8 tips for optimizing in-house PPC campaigns
March 01, 2010 |
The decision to bring a pay-per-click campaign in-house can be a daunting one. Many small- to medium-sized companies may not be able to justify the expense of hiring someone to do it.
Success in the PPC arena starts with having a solid marketing skill set. Good marketing, not good technology, drives PPC success and ROI, and once you have a solid marketing foundation, success in PPC is much easier. The fundamentals of marketing include 1) knowing your customer and 2) knowing your value proposition or your unique selling proposition. PPC advertising is just a vehicle for you to deliver that message to your target market or customer.
If you or your organization has a strong marketing skill set, managing the campaign in-house and delivering a strong ROI can work for you. If you do not, managing a PPC campaign in-house might not be a good fit for your company.
The PPC learning curve is steep, but not impossible to climb as long as you concentrate on the fundamentals. There are more than enough resources available in the marketplace to teach you the mechanics of creating and managing a PPC campaign.
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