I’ve noticed a huge jump in PPC competition since January. When I took over a local dealer’s PPC campaigns for their parts sites last year, they were spending an average of $7.50 per click for high profile keywords. Since then, I’ve dropped their average Cost Per Click (CPC) to around $0.36 per click. I also established a SEO strategy to enable them to not be so reliant on paid search engine marketing. It’s now very profitable for them, but could be even more profitable if it wasn’t for the newbs who are doing the same thing they were.
Since January, there has been an increase of over 200 more parts sites just for their automotive franchise. That’s a lot of extra competition, and they are all dealer run. The sad thing is some of these sites are paying so much money for keywords that it can’t be profitable for them and at the same time bidding prices up to being ridiculous for everyone else. Between overbidding, poor quality ads and very poor quality landing pages, they are literally throwing money away. They need to… “STOP THE INSANITY!”
If you’re running a Pay Per Click Campaign and it is using huge amounts of money and not being profitable. STOP! Hire a professional to look at your campaign and get some professional advice. Don’t try to do everything in house. Handing $5000 dollars to your parts guy and telling him to run an Adwords campaign is like handing the same $5000 dollars to your lot guy and saying, “go pick up a bottle of tequila in Tijuana and bring me the change”. You’re probably not going to get the results you want.
There is a lot to know to run a successful PPC campaign. It’s not something you want to give to your internet manager or IT department either. Just because they are your inhouse computer gurus, doesn’t qualify them to run a PPC campaign. 99.9% are either not equipped and/or don’t have the understanding to run a successful PPC campaign. Sure your internet manager operates your other lead software, but does he know anything about search engine marketing? How about how not to get banned? I can’t tell you how many dealer sites I’ve come across that have Adwords dropping customers onto pages that have pop-ups. That will get your Adwords account closed rather quickly. Rules, strategies, analytics and more go into building successful campaigns. So do yourself and everybody else a favor. Spend a little money to get professional advice when it comes to Pay Per Click, you’ll be glad you did.