PPC Campaign and Long Tail Keywords


While I cannot go into great detail on this specific case, I would like to share my feelings on those “professional” online marketing and SEO firms out there that only care about the bottom line.  Perhaps it’s not the firm as a whole, but instead a bad apple here and there in sales or management or other.

We had a client come to us begging for help after seeing no results from his pay-per-click (PPC) campaign managed by a very well-known online marketing company.  After sitting down and discussing the details with this client, it was obvious as to why there were no positive results.  There were many issues, but I will discuss just a couple in hopes of helping others in the same situation.

One of the issues at hand was the fact that there was absolutely no direction provided from this online marketing company chosen to manage the client’s PPC campaign.  This company allowed the client to choose his own keywords based on no research at all.  I’m not saying this is a bad thing in all cases, especially when there is a knowledgeable client involved, but the client should have been provided advice on these keywords from the professionals they sought after as described in the service agreement.  The client trusted this company to manage their campaign and ended up spending thousands of dollars with minimal results and empty promises.  I’ll submit to the fact that it’s simply not possible to guarantee results on a PPC campaign, but a client should be able to get professional advice on what keywords to use based on good research and end up with some good leads.

Another issue at hand lies again with the keywords chosen.  Not only did the online marketing company allow the client to use keywords that were not 100% in line with his products and services, but these keywords were also highly competitive, which ended up costing the client a lot of money as mentioned previously.  I know it’s been beaten to death in the past, but I cannot emphasize enough the importance of long tail keywords in the pursuit of a successful online marketing campaign.

There is good news though…this particular client is now reaping the benefits from this lesson learned.  Some of the best lessons learned in life are learned the hard way, whether the lesson be a moral one or a financial one.

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