How to Manage Your CEO’s PPC Ego


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!

Very creative.

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.

  • It’s such a bad move when exec’s and various members of business think that their company should rank #1 all the time for a keyword! What a waste of money!

  • @Bad – I like your website (! Hope none of our clients ever make it there!

  • It’s sad, but yet brilliant. I can’t tell you how many clients that just didn’t get it that they were wasting money.

“KoMarketing understands how to present and execute recommendations across the organization, from the IT professional to strategic marketing leadership. They go beyond expectation in working with the client to evaluate, execute, and implement program initiatives.”

silvina-el-baba — Silvina El Baba, Senior Manager, Web Marketing, EFI

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