Time is Money in SEM For direct marketers, PPC costs need to be in line with PPC revenue. That same logic should be applied to how your team allocates its time. A company can feed as many analysts as it wants to into the maw of Search Engine Marketing. There is an infinite amount of work to be done. However, the amount of work that is valuable enough to cover the cost of having someone do it is limited. Paying someone to do work that produces little or no incremental value is bad business. Paying someone to do work that is worth less than other work s/he could be doing is also unprofitable. Understanding the relative importance of different components of your PPC campaign may help retailers to allocate management resources more appropriately. In catalog marketing we talk about: list, offer, package. “List” meaning the mailing lists; “offer” meaning the products and price points; and “package” meaning the catalog itself: cover art, layout, copy, paper, etc. As any good direct mailer knows the relative value of each of these pieces is something like: List 75%, Offer 20%, Package 5%. The search analogy is:
- The Term List:50%
- The Bidding Logic:30%
- Landing Pages/Selection/Offer: 15%
- Ad Copy
- Getting Offer Copy out when appropriate: 3%
- Getting “Why Shop Message” right: 2%
- Tweaking the wording: 0%
- “Refreshing” the copy: 0%
- You’re not selling a product, you’re selling your brand. You don’t need to convince someone that they need a pasta cooker. They searched for one. You just need to convince them that your store is best place to shop for it.
- By and large, people don’t read the copy. The average user spends less than 6 seconds on a SERP before clicking a link.
- We’ve done thousands of copy tests which bear this out. Offers raise the CTR, getting the write “why shop” message matters, but beyond that it’s hard to raise the bar materially.
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