The NFL season kicks off today with a big sigh of relief from the Ellis household. It is a family event for us. As a long-time sports fan, my wife is just excited as me.
As I prepare myself for the game, I thought of a few football clichés that relate to pay-per-click marketing.
It’s an offensive shootout – Don’t get caught in a bidding war shootout with your competitors. Concede the number 1 spot to them. Let them pay for the traffic and you enjoy the better return on ad spend (ROAS). Stay in the middle of the road with broad terms.
It’s a whole new ballgame – Search Marketing is a whole new ballgame. It’s not as simple as bidding for placement. It is just as important to have quality ads and quality landing pages. Stay away from bid management software.
That was a textbook play – It works for football, but there is no “valid” textbook for pay-per-click marketing. Make your own rules. Decide what works for you. Remember conversion matters, not clicks. Pay for customers.
“You play to win the Game” – I have nothing for this, I just wanted to include this great quote from Herm Edwards.
Ah, Football. Serenity Now!
More From John Ellis
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Tags: Pay Per Click, PPC, sem, Sports
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