You Cannot be an Overnight Success on Google Adwords

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July 22nd, 2008 by Click Consult

New Pay-Per-Click (PPC) clients often expect the money to come rolling in on Day 1. As soon as they have a brand new, expertly built PPC campaign that will be managed by PPC professionals, clients rub their hands with glee, they see pound symbols in their eyes and notify their Accounts Department to expect a massive surge in profits. This is not how PPC works on Google. No one is an overnight success on this search engine. There is a clear process to a lucrative PPC campaign…and it takes time.

The most difficult part of any Google campaign is always the start, as you enter the fray with a zero Quality Score (QS) rating on every keyword and go up against established advertisers who have been building up QS for years. For that reason, you need time to maintain a high Clickthrough Rate (CTR) and get some QS for yourself. Or as I like to say, you need to ride the QS/CPC See-saw!

You also need time to pull in a reasonable amount of PPC data, such as average Cost-Per-Click (CPC), average position of your ads and cost per conversion. A PPC campaign will be optimised and improved based on this data. A PPC Account Manager cannot do this if he or she isn’t given the chance to pull in an adequate amount of data in the first place!

If a client has no experience of PPC and doesn’t know what to expect, they are more likely to give things time. When a client comes onboard with us with an existing PPC campaign, they tend to be less patient. Even the worst PPC campaign in the world will accumulate some QS if it has been running for long enough. If you compare the stats from a shockingly bad PPC campaign that has been running for years and years to a perfectly built PPC campaign that is only a few days old and has no QS, the shockingly bad campaign will always win. The new PPC campaign will, of course, pummel the old one into the ground … it just needs to be given a little time and a little QS!