Managing Pay per Click Expectations

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January 8th, 2008 by Mike

One of the most common phrases that we here from clients here at Click Consult, is with regard to their budget. They tell us “If the account works well then we will spend more money, but let's start off on a smaller budget”.

This is all well and good, but in some instances dipping your toe in the water is not going to have a big ripple effect on the pay per click market. Smaller budgets can affect visibility throughout a given day, with impression shares being extremely low. Its not good competing in an area with a £10 a day budget, with clicks costing £1.50 just to get on the first page. One of the keys to reducing pay per click costs is increasing your quality score and without high visibility and good click thru rate this will take an age to increase.

As a dedicated Pay per Click Manager, it is my job to manage the client’s expectations of their accounts. It is key in the early stages of the relationship to make the client aware of the in depth research and time required to build a campaign and write the ad text. It isn’t something that can be produced in a matter of hours. Another area to make clients aware is in the early stages of campaign performance. CPC’s during this time may be slightly higher during this period but once the quality of the campaign build has had a chance to establish itself the quality score will start to have an effect.

ClickConsult.co.uk – An expert Pay per Click (PPC) Management Company with over 25 years combined PPC Management experience. Contact us for more information or call 0870 145 1017.

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