Receptional’s free PPC health checks have revealed that an average of 34 pence in every pound spent on PPC advertising is waste spend that could have been avoided with best practice PPC management processes in place.

In June of 2009 Receptional LTD, a leading Digital Marketing Agency, started to give free, no obligation PPC health checks to those wanting to achieve better ROI from their PPC activity through an in-depth account review. This offering has received such a great response that it has now been made a permanent service due to the high number of very satisfied recipients getting more from pay-per-click than ever before.

Little over a year on from the start of this offering, the PPC management team at Receptional have reviewed the findings from the health checks completed to-date and have found some shocking and rather worrying trends. It has become clear from their observations that most of the PPC accounts reviewed were not fulfilling their potential. Many accounts appeared to be effectively run on auto-pilot with little or no real optimisation having been carried out resulting in almost a third of spend being wasted on irrelevant paid traffic.

The vast majority of the campaigns reviewed were clearly under-serviced and or badly structured, irrespective of the budgets involved. The lack of time and attention dedicated to many of the accounts was eye opening for Receptional’s PPC team with it becoming clear that many agencies have been consistently overpromising and under delivering. The most common issues and problems highlighted by the one year review were:

• Poorly structured accounts lacking the granularity required to efficiently and effectively manage every aspect of the campaigns based on performance.

• Ineffective bidding strategies to retain the appropriate advertising space based on budget and overall conversion targets.

• Keyword issues- mainly relating to poor match type usage.

• A lack of negative keywords to filter out irrelevant traffic, subsequently driving up the cost of advertising and reducing the profitability of advertising efforts.

• Sub-standard ad text making poor use of the features available to maximise click-through rates.

• No use of ad scheduling to vary bid prices and campaign functionality by days and times of increased conversion.

• Inefficient usage of the geo and demographic targeting functions to get the right ads, in the right place and at the right time.

• Poor, if any use of the Google Display Network (where relevant) and the select placements available to help boost site exposure and on-site conversions.

• Bid management systems effectively running automated accounts, left without the human analysis and reporting required to drive the campaigns forward.

Most worryingly of all, the average amount of advertising spend wasted has, on average, been found to be 34 pence in every pound, rising to over 50p in some more extreme cases. That waste multiplied across budgets ranging from hundreds to hundreds of thousands of pounds equates to vast amounts of money being thrown away with little or no prospect of a return for those footing the bill.

The health checks carried out to-date have been for a wide range of businesses in various sectors, all with very different budgets, strategies, and campaign objectives. Each of the health checks were written by senior members of the Receptional PPC team.

If you would like a Senior PPC account manager to review your PPC account/s, you can contact Receptional on (01525) 715520 or email to join the others from who are now achieving much improved results from their PPC activity. The account review is completely free with no-obligation to sign –up for anything, with no follow-up hassle either.

About Receptional LTD: Receptional LTD is an online marketing provider and consultancy. Established in 1999 they are one of the leading providers of Pay-Per-Click Management and Search Engine Optimisation in the UK.

To learn more about Receptional or to sign up for a free PPC Health Check please visit today.

Published on: 8:30AM on 28th September 2010