PPC is often times quite complex, and there are those who profit from it – often at the expense of the business that depends on pay per click advertising to reach new patients.
We’ve seen all sorts of wasteful ad spend via PPC – sometimes it’s because google’s ads system is complicated and makes it difficult to do simple things. Sometimes it’s because the incentives are mis-aligned and it actually benefits the ads managers for the budget to have a high burn rate. Sometimes it’s simple neglect. We’ve seen hundreds of thousands of dollars wasted on bad clicks with google ads, and we’ve helped dozens reign it in.
It’s shocking that google (and others) makes some things so hard to do. We are also shocked how often ads mangers just let the algorithms run wild and don’t care about wasted ad spend.
Sometimes having a high marketing burn rate is part of the overall branding strategy – and sometimes it is important to be super aggressive pay top dollar for all the clicks are that are remotely possible to get a customer. Often times we find that even when you place certain limits like time of day or location / geofencing – someone needs to take a closer look at exact intent and stop the bleed of wasteful pay per click keywords and phrases to prevent these mistakes recurring month after month year after year.
We think this is important, it’s not easy, and yet it something we do to add value, contact us to have us take a look at your ads situation and see if we can manage it better to decrease waste and increase your ROAS this month.