Pay Per Click

Pay-Per-Click Management Services Don’t Cost, They Pay – 5 Reasons Why You Shouldn’t Do Your Own PPC

It’s true that Pay-Per-Click Advertising (PPC) such as Google’s “Adwords™” and Microsoft’s “Bing™” can be a remarkably effective, low-cost advertising solution that can almost instantly bring a flood of eager buyers to your website, if done correctly. However, it’s also true that you can take a terrible beating in a very short time if you’re not careful and don’t know what you’re doing.

You see, Adwords™ and Bing™ (the dominant Pay-Per-Click platforms) are promoted as being easy to use. In a sense that’s true. You can sign up for an account and be walked through how to put up a PPC ad in a matter of a few minutes. But, I can’t tell you how many local business clients have come to me mentioning that they have spent thousands of dollars on PPC – and yet they received zero sales for their efforts. They report that money is leaving their pockets – and it’s not being replenished. They have almost given up on Pay-Per-Click Advertising.

Here Are 5 Things That Can Go Wrong When You Try to Manage Your Own Pay-Per-Click Advertising Efforts…

1. You target the wrong keywords. Some search terms can get a lot of clicks, but very few sales, because they’re too general, and there’s no buying intent. For example, you have a tire shop specializing in off-road tires, and you bid on “tires.” That term is searched on over 16,000,000 times a month, so even if your ad wasn’t very good, you could get a lot of clicks. But that searcher isn’t your prospect-he’s in the early stages of looking around, and it’s likely that all you’re going to do is pay for a very expensive click and not get a sale.

2. You under- estimate the amount of clicks you can get, and don’t set an appropriate limit on what you want to spend. Sure, you can set a daily budget for your campaign, but that’s for all the adgroups in the campaign.

You could spend your whole budget early in the day on one poorly- chosen search term, and have all your other ads not get shown at all. Or you could mistakenly set your budget at $3,000 (what you wanted to spend for the month) instead of $100, and come back a few days later to find that you spent thousands of dollars. Happens all the time-and the search engines aren’t user-friendly when that happens. They still want to get paid.

3. You have a local business, but you advertise in geographies that can’t possibly bring you any business. If you advertise your dry- cleaning business located in central Denver in Google’s Denver “metro” area, your ads will be shown throughout northern Colorado, including places 250 miles away. That will get you some completely worthless clicks.

4. You advertise, using broad match, without properly using negative keywords, and pay for a lot of useless clicks. For example, if you sell guns, and you don’t set “Top Gun” as a negative keyword, you’ll pay for a lot of clicks from people looking for information about the movie, not about guns.

5. You bid on a keyword, and write a good enough ad to get the click, but your landing page isn’t congruent with the ad or the keyword. For example, you’re a signage and graphics shop, and you bid on the keyword “trade show graphics”, but when people click your ad, you send them to your home page where there are pictures of lighted building signs and vehicle “wraps”.

Your visitor doesn’t see what he expected to see, so he hits the “back”
button, and he’s gone.

I could write about a hundred similar errors, and probably a lot more than that.

With So Many Things That Can Go Wrong, Should You Continue to Invest in Pay-Per-Click Advertising?

Pay-Per-Click is a fiendishly complex beast, capable of amazing and subtle refinements, and not at all easy to master. One of the most popular PPC manuals is over 300 pages, and that’s just the beginner’s guide. Not only that, PPC changes all the time, so it’s difficult, even for experts, to stay on top of it.

Now, I’m not saying you shouldn’t be doing PPC. You very likely should.

Done right, expert Pay-per-Click management can improve website results phenomenally. Traffic and sales increases of several hundred per cent are common-at minimal cost, leading to a very large return on investment.

You just shouldn’t do it by yourself, unless you’re willing to devote a LOT of time (and money) to learning it.

Because we’re experts in local search marketing and pay-per-click advertising, we’re able to help our clients avoid mistakes and get the kind of results they want, like:

* One very happy reverse mortgage specialist obtained exclusive, hot leads for less than half what he was paying to buy leads that weren’t nearly as fresh, and weren’t even exclusive.

* A physician, who was using pay-per-click advertising for years, increased his inquiries three- fold, at no increase in cost.

If you’re looking to achieve excellent results from Pay- Per- Click marketing, I urge you to consider investing in a PPC management expert who can handle all your PPC needs – because in the long run, it pays!

Local Search Marketing and Pay-Per-Click Management expert Scott Harvey works with business owners who want to improve their website marketing , get better search engine results and capture more clicks. Now, he is offering an 82-page, step-by-step guide to better website performance, covering PPC and many other proven website marketing strategies. Grab his FREE “Make the Phone Ring” eBook now at:

About the author


Scott Harvey


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  • This site has really went to the dogs in my opinion.

    There were dozens of grammar errors in this article to a point when even someone as friendly to mistakes as I am finds it painful to read.

    Sitepro will not remain a top sight if they keep allowing guest posters to post unedited garbage than even a run through word’s spell and grammar checker would improve.

  • Thanks for your comments “Elvenrunelord.” Funny that your first sentence has a grammar error, which is what your second sentence moans about.

    Please, please tell me where my grammar errors are so I can fix them.

    What’s that? You can’t because you are some automated, spammy, junk comment made by a robot to get a backlink to your site?


  • This is so incredibly true. We have many people that truly do not understand all of the nuances of pay per click.

    There is so much more to this than setting up your keyword and clicking go.

    Once the campaigns fail they come to us to clean up the mess. We find often times we have to charge more for a “clean up job” than we would for an initial set up and management due to the issues with combating what the customer did to the quality score moving forward.

    I know Adwords has the quick start program, but man that is so dangerous to some of these folks that just don’t understand. They wouldn’t do their own root canal – doing their own ppc can be just as painful!

    Thanks Scott great article, going to share it on my site.

  • Articles like this are a god send to new websites starting up. Especially for people like me who have no budget and is trying to do everything themselves!

    I think after this I will definitely wait until we can use a professional.


  • @Nancy – thanks for the kind words, and I completely agree with you. Years ago when I was first working with AdWords, I thought “gee…doesn’t seem that complicated…” But even back then it was one of those “takes a moment to learn, and a lifetime to master” kinds of things.

    Especially now with all of the features that have been added over the years, it is hard for us to keep up, and we live and breathe it!

    Anyway, thanks again.

    @Joe – I’ve been there many times in the past, trying to do everything yourself. Usually it was more because you just can’t rely on anybody to do it right, but obviously the cost had something to do with it too…

    Something to think about – while a detailed, thorough campaign and strategy can be time-consuming (and expensive), the nice thing about AdWords is you can start small.

    If you just pick 3 or 5 keywords, focus on those, keep it very tight, you can have the setup done for hundreds instead of thousands. Then you can budget a small amount $5 – $10 per day until you get some data back to make decisions from.

    A nice intermediate step, as you don’t have to invest $10,000 before you are ready.

    Worst case, even if you want to wait on having somebody do that for you, if you don’t already have some analytics package on your website, I HIGHLY recommend you do that.

    Google Analytics is free, and Clicky and many others are pretty inexpensive.

    The data that you would gather over the next x number of months can be extremely valuable when you decide to setup your campaign (or do many other kinds of advertising.)

    Sorry to go on so long, but just wanted to give you a few thoughts.


  • The most important thing to make the pay per click campaign successful is the selection of keywords. After that the ad copy and the landing page must be matching to get involve the users.

  • Good Article, we as a PPC Management agency always find tons of irrelevant clicks in client search query reports (when auditing an existing un or under-managed account and in all cases the amount wasted on erroneous clicks exceeds our fees. So yea a good ppc manager if free in the end should make you much more than you need to spend on the effort.

    ps @PPC Marketing, Exactly! Match them up & make sales.

  • I am visiting often,sometimes dayly,good articles,amazing giveaways,thank you very much for al of this!

  • Hi Scott,

    Excellent article! I really enjoyed reading the information. I Truly agree that PPC Advertising is not anyone’s cup of tea. Thanks for sharing this helpful post.

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