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Home » , » Are there markets that you feel are too saturated to start a new PPC campaign? Examples like health insurance, lock smiths, and finance seem to have high CPC's that make achieving an acceptable ROI difficult to improbable for new businesses.

Are there markets that you feel are too saturated to start a new PPC campaign? Examples like health insurance, lock smiths, and finance seem to have high CPC's that make achieving an acceptable ROI difficult to improbable for new businesses.

WebMasters Experience Directory

Thank you for your question. While the answer does depend on your internal economics, there are strategies you can employ to help achieve acceptable ROI results. Consider a portfolio approach to managing your SEM campaign and focusing on quality score.

While there is no official information on the weight quality score plays in SEM campaigns, there is no doubt that quality score can have a very big impact on your SEM campaigns. Focusing on Quality Score and achieving a quality score that is higher than your competitors can propel you to the top of your listings, while at the same time, keeping you costs low.

The key to a successful portfolio approach to SEM includes the following:
- Creating an extensive list of long tail keywords that are still qualified, but have less competition.
- Geo modifying your keywords (i.e. "san francisco lock smiths", "chatsworth locksmith")
- Qualifying you keyword set with prefixes and suffixes will not only allow you to better qualify you audience, but also allow you to achieve a lower CPL/higher ROI because of the inherent higher conversion rates.
- Hopefully you will have a variety of keywords performing under your CPL/ higher than your ROI goal with no room for improvement in volume or position. This should allow you start using more competitive terms at a slightly higher CPL, or slight lower ROI. The combined over performers and under performers should lead to your overall SEM CPL/ROI goal.

When determining if this approach is feasible, consider if your economics truly allow you to have loss leaders in your portfolio approach.

WebMasters Experience Directory
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