Reducing PPC exposure?

Clodbuster · May 8, 2009

After much hard yakka my site is now #3 for a key phrase that contributes to 50% of all searches and 75% of my PPC budget. I have a higher than ave CPC for this phrase so that it sits about #2 in the paid section.

May this phrase be taken out of the PPC and rely on the organic position or alternatively lower the CPC to reduce my exposure on that side. Would either of these be false economy?

May 8, 2009

In the end it is all about
(a) Profitability
(b) Capacity

If the advertising is profitable, run it regardless of SERPS - or improve it till it is profitable.

Also if your business is undercapacity - even profitability may not be essential if it contributes to your fixed costs.

For as long as you are only #3 ranked you are only getting a small proportion of the traffic to that phrase so it probably makes a significant increase to your traffic

As regards reducing cost - site targetting , and also mindset marketing ( ie lateral thinking your customer eg what magazines does he read?? - what other things does he buy before purchasing from you?) can identify much cheaper adwords possibilities too.

Idontbuy · May 8, 2009

Does Analytics tell you what Goals you get from that one PPC phrase?

If it does it should be easy to work out if its worth keeping on or not.

Cheers
IDB

Ali-v-8 · May 8, 2009

Clodbuster said:
After much hard yakka my site is now #3 for a key phrase that contributes to 50% of all searches and 75% of my PPC budget. I have a higher than ave CPC for this phrase so that it sits about #2 in the paid section.

May this phrase be taken out of the PPC and rely on the organic position or alternatively lower the CPC to reduce my exposure on that side. Would either of these be false economy?

ASK Steve gibbons he seems to know most about CPC.

But why pay for both positions.
Adword only take a small percentage of the traffic on google

directmarketingadvice · May 10, 2009

Ali-v-8 said:
ASK Steve gibbons he seems to know most about CPC.

That's "Gibson".

The question is "do you make more profit with SEO+PPC for these phrases than with just SEO?"

Normally the combination is more profitable, but it's something you should test.

Hope this helps.

Steve

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Reducing PPC exposure?

Clodbuster

Idontbuy

Ali-v-8

directmarketingadvice

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