How to succeed in ppc marketing for competitive keywords

So you’ve set up your PPC account.  You have selected the most targeted keywords with high volume for your company.  You feel great about your landing pages and ad text.  Sales reps are ready to start answering the phone. There is an air of excitement as you turn the campaign on…. and then….

Nothing.  No calls.  No email leads.  You frantically look at your adwords data and see no clicks.

A week later, the clicks barely trickle in.  You have spent 5% of the monthly budget allocated.  Are the bids too low?  Is there a problem?

Getting traction in PPC marketing can be difficult for highly competitive categories.  A few reasons why:

1.  Google is in the business of  offering a great search product  -  If you want to gain visibility for high volume search term with lots of competition, you have to prove yourself to Google first.   Google rewards ads that generate a high CTR over time.  This means that your ads are highly relevant to users searching this keyword.  Basically, Google believes: (better, more targeted ads = higher click rate = better results for users).  They also factor in the quality of your landing page.  Google doesn’t want their users to land on pages that have nothing to do with what they are looking for.

2.  Google is in the business of  making money -  Think about it from a business perspective.  Would you work with the same 10-15 advertising clients that have been paying you well for years, or with a small start up that wants the same placement for the same price?  Google rewards account with campaign history.  When you are the new kid on the block, do not expect the red carpet rolled out.

Here are some tips for new PPC marketing campaigns in competitive keyword markets:

1. Overspend … Yes, you heard me – If you are serious for competing for top industry terms, show Google the money.  If Google is rewarding companies that have a great campaign/creative history, you must pave your own trail.  Overspending helps get your ads in rotation to play with the big boys.  You start gaining click history and better quality scores (If your ads are getting good CTRs).  Even if you venture into negative ROI, it is worth the investment.  Once your campaign has enough history, start lowering your bids down to normal levels.

2. Work with an Agency that Has Access to a Google Agency Team - Larger PPC Management companies have direct access to a Google agency team.  These teams can be vital in helping improve quality scores, research new keyword terms, and introduce you to new pilot programs.  If your media spend does not get you on Google’s radar, a search agency’s total media spend will.

3. Target less competitive long tail keyword phrases –  You are hungry.  Your village needs to eat.  Instead of trying to catch one 400 pound fish, catch 400 1 pound fishes.  Select targeted keyword phrases that have less volume, but lower competition.  These phrases will be easy to get in your ad rotation, leading to better results.  When your long tail keywords are working like a charm, add the larger volume terms.

These are just a few strategies that might help launch a PPC campaign in a competitive space.  Remember, prove yourself to Google, and the clicks will come.

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