Ad Position Doesn’t Matter

In track, the starting positions are adjusted so that no lane is shorter or longer than any other.

So why pay a premium?

I can’t find the bit of nonsense I ran across in an article the other day, but there’s a sea of it online if you search for “ad position sweet spot.” Nonsense articles like this from Seer Interactive with nonsense paragraphs like this:

“Contrary to what you might have heard, optimizing average positions does not always mean gunning for the top spot. Optimal positions will greatly vary among clients, industries, goals and engines.”

Balderdash. Despite whatever evidence you think you’ve seen, there is no “optimal position.”

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By Kevin Frei at April 19, 2019

The More You Spend on Paid Ads, the Worse it Gets

Declining ROI is the mark of a successful ad campaign

Sometimes our digital marketing efforts fail. Despite our best efforts, we just can’t get a positive ROI. All too often when that happens I hear that same pernicious claim: it failed because the client wasn’t willing to spend enough money.

That is the kind of marketing myth that can only persist because most marketers actually believe it. You may even believe it yourself. If so, my goal is to convince you to never again tell a client they have to spend more money in order to see results.

But before exposing the lie, let me acknowledge the limited ways in which it can be true.

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By Kevin Frei at April 19, 2019

How to Make a Quality Score Report (and Sell It!)

Using the Quality Score report in Google Ads to measure progress and show value

So you’re a PPC specialist trying to appease a skeptical client who sees little value in exotic metrics like CPC, CTR, and CVR. Worse still, they want you to drive traffic to a website with poor conversion value and no lead tracking. What can you offer to show your worth?

In another blog post I explained why you should provide your clients with a search terms report that proves you are sending highly relevant traffic to their website. But getting clients the right web traffic is only half of what we do as PPC specialists. The other half is getting that traffic at the lowest possible cost – and that’s something you can demonstrate with a Quality Score report.

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By Kevin Frei at April 18, 2019

How to Spot a PPC Loser

When to call it quits with your paid media campaign

As I discuss in my post on declining ROI in a PPC campaign, a well-run campaign should experience diminishing marginal returns. But this post is not about squeezing every last drop out of a successful campaign. This post is about how to know when your campaign is a dud.

My rule of thumb is if the client has spent three times the Customer Lifetime Value (LTV) without a single qualified lead, that means further optimizations are unlikely to improve things enough to make the campaign profitable.

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By Kevin Frei at April 10, 2019

Forget About Industry CPL Metrics

Scientific looking charts and graphs can mask fundamental misunderstanding.

Those industry averages tell you nothing

It’s tempting to want to compare your metrics to industry benchmarks, particularly when trying to justify your services to a paying client. To most of those clients, the metric they care about is the cost per lead, and there is plenty of research available online showing average CPL segmented by industry and channel.

These industry averages can be a useful way to start a discussion and see if your marketing efforts are in the right ballpark, but with so many variables that affect CPL the question is whether these benchmarks are more likely to help or hinder your ability to show value to your clients.

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By Kevin Frei at April 10, 2019