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Vp Got Rid Of Ppc- Hmmm
Posted 17 December 2007 - 05:42 PM
My concern is that although we do fine naturally SERP wise.. we are in highly competitive market ( who isn't - Real Estate for us) and I fell we really need that exposure of the PPC. What are the dangers of this? Relying on natural results? beside putting more pressure on me that is...
Anyone have any thoughts on this?
Posted 17 December 2007 - 06:13 PM
Posted 17 December 2007 - 06:35 PM
Anyway, if you have an estimate of how much of this came from ppc, you can expect to lose that. If you don't have such an estimate, it will be virtually impossible to tell, even after the fact. This is because you probaby have some organic SE traffic, listings on other large real estate sites, newspapers, referals,signs, etc, etc.
Will anyone notice a %5-%10 drop in activities? Even if they do its very difficult to attribute to anything in particular.
The flip side of the analytics coin is using the data internally to drive desicions and argue your case. It may be too late for you (if the plug is already pulled) but if you have this type of trouble selling ideas up regularly have a look at this: http://www.kaushik.n...riven-boss.html
may get some good ideas.
Posted 17 December 2007 - 10:29 PM
Posted 17 December 2007 - 11:37 PM
Right? Why get rid of it if it was making money?
Posted 18 December 2007 - 09:29 AM
If ppc urls weren't being coded/tracked separately, it's probably too late now to convince her to change her mind (without any proof to show her she's making a mistake). Unless there's a huge drop in traffic/conversions/leads overall that you could attribute solely to shutting off the ppc program.
Posted 18 December 2007 - 01:02 PM
Thanks everyone.. I am pretty sure the ROI was in the black - I think for a $5000 a month campaign.. we got $15K in return.. This place is crazy.. My thinking is to have the PPC because real estate is so competitive especially for a more generic term(s) that we need the PPC for exposure.
Posted 18 December 2007 - 01:11 PM
Posted 19 December 2007 - 12:02 AM
Was the $15K for conversions due to PPC only, or for the site as a whole (PPC and organic)? If for PPC only, a 3X return is likely acceptable. Factoring in the PPC managment fees would obviously lower the ROI.
If, on the other hand the $15K was the return for the whole site, and half or more of the traffic was organic in origin, then the loaded ROI might actually be too low to justify continuing the PPC spend - there might be better-return outlets for this spend.
Even if PPC was halted, assuming that conversion tracking was being done and the account was not deleted, the conversion information should still be out there.
If the site was a lead generation site, then sales due to PPC (as opposed to a conversion of filling out a contact form) might be harder to attribute specifically to PPC (or to credit a specific $$ value to a particular KW).
Seems to me it would have been sounder for the VP to ask the PPC manager to justify the expense before cutting it off.
We like doing conversion-centered PPC managment, because it makes explaining the value of the work that we do in managing the campaign easier to understand.
Posted 19 December 2007 - 05:26 AM
Posted 19 December 2007 - 06:47 AM
And you didnt put google anlaytics on it just basic google analytics will give you a split between organic and paid enough to see if your vp has made a good choice or shot your site in the foot.
Posted 19 December 2007 - 07:12 PM
Agreed. It is not enough for an investment to have potential. It needs to be achieving it. If it comes to a choice between spending for an unknown benefit & not spending (knowing is not a concievable option), its not unreasonable to cut the chord.
In an area like real estate (one of the online markets), it is very possible that you where paying more then you could afford to meet goals. It may be possible that you were not. Either way, ppc management should be able to justify itself to its own management with hard data that is clearly understandable. Its part of the job & its as important as knowing G! regulations & guidelines, writing ads, and everything else that is inolved in the game.
In most cases, if you have hard data that is understood by desicion makers (complaining that they don't understand is not useful, it's like complaining that Google don't get it and they are stupid for giving you a low quality score) the campaign will usually be maintained at some level. I am sure there are some keywords that you can afford to bid something for. That may result in 10% of the previousspend, but it'll result in more then 10% (possibly even 30%-50%) of the benefit. But you need data and control to cut down a campaign this way.
Posted 19 December 2007 - 08:13 PM
Yikes. If I was only getting 3 dollars for every dollar spent on PPC, I would have canned it too. Spending 33% per sale on marketing is not sustainable in most businesses!
Posted 20 December 2007 - 09:49 AM
So this discussion is very important to my 2008 strategy. Question: if I shut down my shopping comparison engines but keep my PPC like Yahoo and Google Adwords (both are performing okay--not great), am I suddenly going to disappear from the organic. I don't think so and have been working diligently to keyword write product descriptions (thanks, Karon) and add content.
Anybody got any numbers I can take into this battle with me?
Posted 20 December 2007 - 11:39 AM
Running PPC ads does not help you organically.
So if you shut down your engines it will most probably hurt you (depending on how well the engines are doing organically of course ). PPC will not prevent that from happening
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