“I’ve tried PPC and it doesn’t work! I’ve even paid another company to do it for me and they didn’t get me any results!”
Have you ever said or thought this?
If so, you’re not alone. Many business owners and marketers feel the same way. Why? It’s because just doing PPC (the acronym for pay per click) isn’t enough. Instead, PPC done right is the only path to success.
Right Vehicle, Wrong Driver = Crash
Let me put it this way. To ask my five-year-old daughter to take the car to the grocery store would incur costs (on multiple levels), but without any “return.”
As well intentioned as my daughter might be, she wouldn’t arrive at the destination. And it’s obvious why, she doesn’t know how to use a vehicle, much less a navigation app. It’s a crash waiting to happen.
Even though PPC is much more complex than driving a car, many are puzzled as to why it’s not working out for them.
It’s easy to underestimate how much work and expertise it takes to be successful at PPC. Just spending the money and paying for clicks on ads is not at all what PPC is about. In fact, too many of the wrong clicks can quickly burn through your budget without any results.
PPC isn’t about clicks. And it’s not about just spending the money.
So how can you turn your PPC dollars into more cash vs. an inevitable crash?
Right Vehicle, Right Driver = Cash
Let’s switch up the above car scenario. Same car, but with a different driver. Now we’re talkin’!
When I get behind the wheel of that same exact same car (vs. my daughter), the outcome is completely different. I know where I’m going and how to get there.
In a similar sense, PPC is a lot like my car. It works great when driven by a pro. In order to “drive” PPC success, you first need the right “driver.”
When done well, PPC is a (fast) vehicle to more leads. But, you have to first know how to operate that vehicle and how to get to your destination (or work with an agency that does).
There’s a lot that goes into good PPC. Besides having the right team behind the wheel, having all the necessary tracking and technology is key.
Well actually, having the proper tracking and technology in place is the first step. Then, you need to know what to watch, what data points are most important, and which ones don’t really matter. Without this knowledge in hand, you could be flushing your PPC dollars down the drain.
Share your thoughts and feedback below. What questions do you have about PPC? How can I help?