PPC – Paying for Instant Success
November 30th, 2007 by Nick
The rapid growth of PPC has brought with it an influx of different markets and industries looking to get a piece of the action.
Unfortunately with this increase in competition, like any industry, costs will go up to secure the prime advertising positions.
CPC's are going up and campaigns now more than ever need to have increasing quality score to counter these growths. Quality score is googles reward for advertisers. They want users to be served for exactly what they are looking for. The more relevant your ad text and landing page to you keywords the better quality score your keywords will achieve over time
In the battle for ad position, newcomers are pitted against their competition that already have established campaigns. Starting from scratch means no quality score, this takes time to increase and build as the campaign becomes more established. Therefore if an advertiser wants to appear at the top of the rankings then they are going to have to pay through the nose for it. For an established accounts that mite be paying 10p a click to achieve top 3 positions, a newcomer may have to pay more than double to achieve the same. This means a higher budget commitment for the company.
In essence, it’s important for newcomers to PPC to understand that being able to reach top positions on a consistent basis requires time and a little patience. The only real quick route to the top is to pay way over your competitor’s bids. The build up of quality score is something that shouldn’t be underestimated, however, it’s estimated that this can take up to 2 weeks to start having an effect on the cpc’s.
At Click Consult, we estimate to be able to reduce your cpc’s by 20% after two weeks of the quality score being built up.
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