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.”
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.
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.
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.
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.