You have to have patience when running a paid search campaign. Here is a real world example, from our own Google AdWords campaign. We are running a promotion right now whereby we are doing free optimization analyses. We’re using AdWords ads, targeted to our local market, to advertise the promotion. Obviously the benefit to us is that we would collect local leads…if it worked.

The campaign had run for several days without much success. It was costing us a little money, but not much. I was on the verge of cutting it to try something else, when all of a sudden we got two good leads two days in a row, from companies based in Nashville looking to promote their web sites. The cost of these leads? Maybe $20 each, if not less. Compare that to the cost of a lead generation service where you are competing against several other companies for each lead, and it’s a real bargain.

So have patience with your paid search campaigns. Don’t pull the plug until you have enough data to know for sure that what you’re doing is not going to work.

If you could use some help with your pay per click management, contact Work Media at 888-299-4837 or email Info@WorkMedia.net.