March 11, 2009:
Recently a client was telling me about their Pay Per Click (PPC) program, and how there was an expectation from senior management that they always be present for a particular keyword. A 1-word keyword. In a competitive (i.e. expensive) keyword space.
I was saying that it is too bad that they were being asked to waste so much money. And it is a waste!
But, I was surprised when they told me about a little trick they were using – only displaying their PPC ad for that keyword when and where the CEO would likely be!
So, what were they doing?
- Regional Targeting – Only bidding in the states that the CEO was likely to be in (corporate headquarters and a couple regional offices)
- Scheduling – Scheduling ads for that keyword to display 7 days a week, but only between 6 am and 12 am. Why run the ads on the weekends? Just in case the CEO was looking to show off the ad to a friend or business colleague!
Voila! Expectations met, tons of money saved, and budget can be allocated to the keyword phrases that truly convert.
Would I recommend this tactic? Probably not. But if a senior manager does not understand that ego bidding is a waste of money, then this may be the last refuge of a PPC manager desperate to do the right thing for the company.