PPC competitors?

With the arrival of new PPC competitors in the advertising market for your product or services, it may or may not impact your campaigns. There are a number of factors to consider.

A good analogy is to consider the impact of a stone being thrown into a pond.  We might ask, what is the size of the pond, it’s depth; how large is the stone, and how much force was it thrown with. In paid search campaigns, some markets are the size of large regional lakes whereas others are the size of a pond. Some PPC competitors arrive like they were shot out of a cannon, bidding aggressively with sizable budgets. Others are not even noticed.

In a search ad campaign, the most likely result of new advertisers participating in a market is for bidding to become more competitive. That drives average click prices (CPC’s) higher which in turn drives CPA’s higher.  But it depends on the size of the market, quality scores, campaign budgets, and how aggressively market participants are bidding.

Related Posts

5 Keys To Developing High Performance Search Ad Campaigns

5 Keys To Developing High-Performance Search Ad Campaigns

Steve discusses 6 things to consider when deploying an eCommerce Shopping Campaign starting with “Smart Shopping” Campaigns vs. Standard Shopping Campaign

Read More →
search ad conversion tracking

PPC Call Tracking Benefits

PPC call tracking facilitates the capture of search engine metadata associated with call conversions. This metadata becomes powerful information when it is used as the fuel for automated bidding or “machine learning” algorithms within a PPC platform.

Read More →
8 Ingredients For High Performance Search Ad Campaigns

8 Ingredients For High Performance Search Ad Campaigns

8 Ingredients For High Performance Search Ad CampaignsSteve details 8 ingredients that should be present when developing high-performance search ad campaigns: a product marketing perspective; a strong keyword base, volume and CPC filtering; a semantically-based…

Read More →