It's true! You can reach a point of diminishing return your PPC campaign. Yes, sure, you can throw a lot of money at PPC and there is plenty of search to spend that money unless your services a very niche. But, there is a point where you are wasting a lot of those dollars purely on placement or in a bidding war with either a mega-corporation with seemingly limitless marketing budgets or any number of local businesses who may be vying solely for that #1 spot. Basically, you reach that point where your cost per click (CPC) becomes too high that it spends your budget out too quickly or just spend WAY more money than you intended. Then, the worst part starts - the cost per acquisition from your PPC campaign begins to rise, fueled mostly by these higher CPCs.
We have this discussion often with our clients. Finding the middle ground of where your PPC ads show well on the page (not always #1, 2 or even 3), CPC is controllable, and the marketing budget required isn't as significant of an investment for you. It all comes down to getting the balance between spending the right amount to get you the clicks and subsequently leads versus spending too much and throwing money away on CPC.
Additionally, as this article from Search Engine Land points out, the additionally budget from PPC may be better spend on other supporting digital marketing campaigns, such as display, social media, & SEO. Many of these other medium can give your PPC campaign a boast (almost like providing it "insurance") and also build awareness for your business. It all comes around full circle for you.
TeamBishop can help you find that perfect balance and consult with you to find the best mix of your digital marketing dollar to support your goals in driving new leads. Give us a call today at 407-920-7395!