Paid search is a pretty awesome channel, but it’s not without its challenges.
As the chart below illustrates, the cost per click (CPC) in certain highly competitive verticals can get super expensive – we’re talking more than $100 per click in some cases, for industries like law and finance.
(This is Bing data, but it’s a similar story in AdWords.)
Another challenge is that conversion rates really haven’t changed much in 15 years, whether you’re selling washing machines or alarm clocks. It’s around 2.5%.
Finally, we know that desktop search query volume peaked in 2013 and that more searches are happening on the smaller, more competitive screens of mobile devices.
As marketers, we want to get more for less. We want more conversions and we want them to cost less so we can maximize our profits, right?
I frequently get emails like this:
Larry, how do you make money with PPC today?
If my cost per click goes from $1.50 to $4 with a Quality Score of 9 or 10, and it takes 75 to 100 clicks to make a sale, the cost of acquisition goes from $150 to $400. I can’t believe I’m the only one in this boat!
Is there a way we can overcome these big challenges – knowing that in the near future search, inventory will remain flat, CPCs will keep being expensive, and conversion rates won’t change? Can businesses in competitive industries stay the course? Is there a way we can turn this ship around and make sure we get more for less?
Will RLSA save the day?
With RLSA (remarketing lists for search ads) you tailor your paid search campaigns based on whether users have previously visited your website (or app) and which pages they viewed.
So is RLSA the super…
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