Why Overreacting to PPC Data is a Bad Thing

It is in our PPC Marketing DNA to optimize based on what we are seeing in terms of ROAS% and ROI%. It’s always a “no-brainer” to perform text ad testing,  keyword matching options, adding of negatives and optimize landing pages in order to improve conversions. However, when it comes to “Non-Branded” campaigns/adgroups it’s an up-hill battle regardless of how much optimization has been done.

In this post, I will discuss the reasons why advertisers should not just TURN OFF “Non-Branded” campaigns/terms because they are actually doing most of the heavy lifting and making the Brand Campaign look like a cash register.

Understanding the Discovery Cycle in PPC Marketing

We all know that when people do a Google search on a generic term that is related to the advertisers product or service, the odds that it will convert immediately are slim to none. Furthermore, even if a conversion does happen, it will most likely have a poor ROAS% due to competition and higher CPCs.

The key issue here is to not look at this as a failure, but rather as an investment to enhance Brand Awareness.

“Non-Branded” terms are important because they make the all important “First Connection” to the Advertiser’s Brand. On the other hand, even though these terms are not driving conversions, they are providing the advertisers with a lifetime value for future purchases. They also contribute to the following:

  1. Increase the conversions for the Brand Campaigns
  2. Create word of mouth
  3. Improve social media exposure through Facebook, Twitter, etc….

Conclusions on PPC and Branded/Non-Branded Terms

PPC Marketing is an investment that needs to continually be optimized as well as understood. Each advertiser has different levels of “online and offline” Brand awareness, various cost per conversion requirements and overall competition.

PPC Marketing is not just about putting together a good strategy consisting of  “Quality Score” Methodologies. It’s also about looking at data and understanding searching behaviors. Advertisers need to look at Analytics Data in a more holistic fashion in order to paint a clear picture of what is working “on and off” the stage.

About Greg Meyers

Greg is a well-versed Internet Marketing Expert who has helped companies both large and small achieve success in Search Engine Marketing through proven strategies and effective implementation. Since 2004 he shifted his focus to Search Engine Marketing Industry, especially Pay-Per-Click- Marketing, where he has helped both Fortune 500 companies, as well as Start-Ups to improve branding, increase online and offline revenues, cut costs and succeed online.

Most recently, he founded AfterClicks Interactive, a Pay-Per-Click Marketing Firm that provides Advertisers, as well as Digital Agencies, with Professional PPC Marketing Services geared to maximizing their return on investment. AfterClicks leverage all search marketing platforms, technologies and industry best practices backed by proven strategies that are based on the client’s goals and objectives.

Greg specializes in:
- Pay-Per-Click Marketing
- Search Engine Optimization
- Landing Page Optimization
- Web Analytics

Greg's favorite feature of the Acquisio software is the customized reporting options.

Comments

  1. Rebecca says:

    Agreed – there is value in the marketing even if the conversions do not happen immediately…

  2. Marc Poirier Marc Poirier says:

    This is something most of our SEM friends struggle with a lot – getting more cheaper conversions at all cost – even at the cost of looking like an amateur company.

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