If you’re running a business – chances are you’ve considered using Google or Bing Adwords.
If you are using these tools, the question is – are you employing them with your positioning strategy in mind?
Positioning is the process of gaining ownership of a simple idea in the mind of the consumer that’s accurate, differentiating and compelling.
Success with pay-per-click (PPC) campaigns requires thoughtful decisions about what ad groups to create for each campaign as well as which keywords to select as your targets.
So first comes the positioning strategy. What is that core, differentiating idea that you’re going to drive into the marketplace? Then what tools will you use to drive it? Will you use PPC and will you have the discipline to select ad groups and keywords that match that strategy?
We recently took over a campaign for a client of ours who was spending hundreds of thousands of dollars a year and competing for over 1,200 keywords in a mishmash of ad groups. To put it kindly – the effort was an absolute train wreck. Our first action was to close the entire campaign down and start again from scratch. Our client now has a focused PPC campaign, spending 50% less annually with a 62% improvement in ROI.
Think of it this way – PPC is the ultimate positioning tool. Used correctly, you have at your finger tips the ability to compete for share of mind in an extraordinarily focused, hyper-targeted fashion… That is if you can resist the temptation to over-extend and compete with too many ad groups and too many and/or poorly chosen, unfocused keywords.