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Can You Save Time and Money by Outsourcing Your Pay Per Click Campaign? Part 2 of 2
Written by Christopher Ulrich   
Saturday, 27 June 2009 02:39
As we discussed in Part 1 of this article, the challenges of running a pay per click campaign are tremendous. PPC advertising has become extremely competitive and the costs are ever increasing.
by ChristopherUlrich


As we discussed in Part 1 of this article, the challenges of running a pay-per-click campaign are tremendous. Pay Per Click advertising has become increasingly difficult and the costs are ever increasing.

In Part 1 we discussed several of the essentials in running a pay per click campaign: search marketing expertise, keyword selection, tracking capabilities and optimization algorithms. In Part 2, we're going to cover four additional important factors: development costs, R.O.I. analysis, time requirements and learning curve.

5. Development Costs

If you think that you can build your own search optimization system, we applaud you. It is certainly possible, but it may cost you fifty thousand dollars or more and take many years to" get it right". Instead of reinventing the wheel, for a fraction of the cost, you can use a search marketing company to assist you with your optimization. (You would want them to be|They should be able to both track and optimize on your behalf.

6. ROI analysis

Gone are the dot.com days when they believe traffic was king. Traffic is nice, but what really matters? Revenue, right? Wrong. Okay, profit margin, right? Wrong again. The real question is... revenue and profits at what cost. If you do $10,000 in sales and net $3000 profit, did you do well? That depends. How much did you come out of pocket on advertising? If you spent $200, congratulations, you did exceptionally well. If you spent $10,000, you just burned through your budget.

With this volatile economy, you cannot afford to drive losing sales. Optimization is key not only to your success but you're very survival.

7. Time Requirements

How much time can you spare from your week to optimize a search campaign? For a typical company dabbling in search, it may be 8 to 10 hours per week, 30 to 40 hours per month. For a business driving the bulk of its revenue from online, that could easily be 100 to 200 hours per month. Many companies have to hire entire teams to manage their search engine campaigns.

Are you looking to develop and enhance your campaign? Are you managing yourself? If you are, how much time can you allow to search marketing that is not being spent on your core business. What is your time worth? You must know this before you undertake the monumental task of running a pay per click campaign.

8. Learning Curve

The one place where most "amateurs" go wrong is underestimating the learning curve involved in developing a successful search campaign. Even for professional agencies, a successful search engine marketing campaign is a large amount of work that draws on their experience with hundreds of clients. The days of simply putting up a pay-per-click campaign and trying to manage it yourself ended in 2004.

Are you managing a campaign and having some success, chances are you are missing a large amount of revenue opportunities buried in hard-to-find places in search. These hidden revenue opportunities often produce the greatest results with the highest ROI bringing in some of the best customers.

How should you proceed? Are you already running a search campaign? Take a good hard look and see if there is room for improvement. Contact a pay-per-click expert to see if they believe there is room to improve. Any agency you speak with, such as ours, should be willing to discuss this with you at no cost to see if this works for you.

In these tough economic times, you truly owe it to yourself to explore all options. Reviewing your pay per click campaign with an (expert|agency may take just 15 minutes and may have the biggest impact out of everything you do in your business this year.exCan You Save Time and Money by Outsourcing Your Pay Per Click Campaign? Part 2 of 2

As we discussed in Part 1 of this article, the challenges of running a pay per click campaign are tremendous. PPC advertising has become extremely competitive and the costs are ever increasing.

In Part 1 we discussed several of the essentials in running a PPC campaign: search marketing expertise, keyword selection, tracking systems and optimization algorithms. In Part 2, we're going to cover four additional important factors: development costs, R.O.I. analysis, time requirements and learning curve.

5. Development Costs

If you think that you can build your own search platform, great for you. It is certainly possible, but it may cost you fifty thousand dollars or more and take many years to" get it right". Instead of reinventing the wheel, for a fraction of the price, you can use a search marketing company to assist you with your optimization. (You would want them to be|They should be able to both track and optimize on your behalf.

6. ROI analysis

Most people have gotten beyond the dot.com days when they believe traffic was king. Traffic is nice, but what really matters? Revenue, right? Wrong. Okay, profit margin, right? Wrong again. The real question is... revenue and profits at what cost. If you do $10,000 in sales and net $3000 profit, did you do well? That depends. How much did you come out of pocket on advertising? If you spent $200, congratulations, you did exceptionally well. If you spent $10,000, you failed miserably.

In this economy, you cannot afford to drive losing sales. Optimization is essential not only to your growth but you're very survival.

7. Time Requirements

How much time can you spare from your week to run a search campaign? For a typical company dabbling in search, it may be 8 to 10 hours per week, 30 to 40 hours per month. For a business driving the bulk of its revenue from the Internet, that could easily be 100 to 200 hours per month. Many companies have to hire entire teams to manage their search campaigns.

Does your current campaign need a make-over? Are you managing yourself? If you are, how much time can you allow to pay-per-click that is not being spent on your core business. What is your time worth? You must know this before you undertake the monumental task of running a search engine campaign.

8. Learning Curve

The one place where most "amateurs" go wrong is underestimating the learning curve involved in developing a successful search campaign. Even for professional agencies, a successful pay per click campaign is a large amount of work that draws on their experience with hundreds of clients. The days of simply putting up a pay-per-click campaign and trying to manage it yourself ended in 2004.

Are you managing a campaign and having some success, chances are you are missing tremendous revenue opportunities hidden away in search. These hidden revenue opportunities often yield the greatest results with the highest ROI bringing in some of the best customers.

How should you proceed? Are you already running a search campaign? Take a good hard look and see if there is room for improvement. Contact a search expert to see if they believe there is room to improve. Any company you speak with, such as ours, should be willing to discuss this with you at no cost to see if this works for you.

In these tough economic times, you truly owe it to yourself to explore all options. Reviewing your search engine marketing campaign with an (expert|agency may take just 15 minutes and may have the biggest impact out of everything you do in your business this year.

Information:

Christopher Ulrich is the CEO of the Direct Response Group. Since 1996, his team has been consulting with all sizes of groups with Pay-Per-Click Optimization to market themselves on the Internet with Search Engine Marketing. For information, visit http://www.DirectResponseGroup.com
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Last Updated on Thursday, 02 July 2009 13:02