PPC Proves Sweet for Some

Picture this: rival manufacturers of gourmet chocolates in two different US States both set up Google AdWords accounts. The California-based manufacturer blows $3,000 with only 3 sales, the Vermont company makes $30,000 in annual sales via PPC.

Why did one succeed and the other fail so spectacularly? Simple: the Vermont firm had a staff member vigilently monitoring, testing and tweaking their campaign over a long period. He researched thousands of long-tail keywords, added logical negative keywords and continuously reworks the wording of their ads to improve ROI.

Just goes to prove that PPC is not a set-and-forget undertaking. This is something we try to drill into our PPC 101 students.

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