Are you just throwing money away on your PPC generics, or even questioning the worth?
An emerging trend from the brands that I speak to on a day to day basis, as well as industry leaders, is the questioning of the value of spending money on generic paid search adverts and whether this budget is better reallocated into solely brand terms, or even other marketing channels.
So whilst profusely stating the benefits of this approach as a customer acquisition strategy, I am often shocked when auditing brands’ existing PPC accounts (monthly spend ranging from £5,000 – £150,000).
The overall quality of search campaigns from a range of boutiques, high-street brands and multi-nationals are worringly sub-standard.
It is only then that I begin to understand the scepticism that this digital media tactic can effectively and efficiently drive greater branding awareness and ultimately revenue.