• ChiefAlchemist

    Thanks Josh. Nice, tight and practical list. Maybe these are stating the obvious, I’d like to add a couple :

    1) Make sure your UI / UX says “Stay'”and “Please come back'” – Maybe it’s just us but too many clients seems to underestimate the important of how their site looks and acts once SEM pulls them in. While not SEO / SEM per se it does have a major effect.

    Unfortunately, no parent wants to hear their child is ugly.

    2) Make sure your SEM ads bring the traffic into the most relevant page. I’ve also read that evidently the relevance of the words in the URL matter too. For example: mysite.com/used-cars is going to perform better than just mysite.com or mysite.com/fg3sdj.

    Thanks again.

  • http://www.brickmarketing.com nickstamoulis

    Great article and excellent points! One thing I have learned over the years (and continue to speak with clients about) is that there is NO silver bullet or magic pill that will solve any revenue, sales, leads or conversion goals…especially not paid search. I have always found that a combo of many different areas: SEO, PPC, Social, Opt-In Email, etc…tend to work well. PPC does not work well for every type of advertiser, depending on the PPC landscape, competitiveness, etc…

    Overall I still do believe that PPC works well for many and does continue to have a good ROI, but it is not the end all be all of web marketing.

  • http://www.alanmitchell.com.au alanmitchell

    Nice post Josh, and some interesting points you raise. Essentially I think you’re right; paid search is not the or silver bullet it used to be a few years ago. But I think its just evolved rather than deteriorated. More small businesses are using paid search, so competition for keywords has grown massively. This increased competition has generally resulted in higher CPCs for many keywords, so the quality of paid search management required to stand out from the competition and achieve profitable results has risen.

    However, with the improved management and analytics tools at a search marketer’s disposal, I’m confident that if adequate time and effort is invested in engaging with users and providing them with highly relevant ads (and let’s face it, were not there yet http://www.alanmitchell.com.au/techniques/relevancy-the-holy-grail-of-ppc/ ), paid search will continue to be very profitable for a large number of businesses for years to come.