Part of the dental marketing<\/a> service we offer to clients is the set-up and ongoing management of Google PPC (Adwords) campaigns. Generally we recommend that clients invest their search marketing funds in improving their organic search ranking as this is more sustainable; however in some circumstances Adwords play their part. For example if a site is new, rapid market penetration can be achieved with a well optimised Adwords (PPC) campaign.<\/p>\n Increasingly we find that clients are asking us to take over self-managed campaigns or campaigns that have been managed for them by others. Set up and management of “PPC” campaigns is not trivial and something that requires a lot of experience and expertise to do correctly. Frequently we see campaigns that are poorly structured, incorporating irrelevant keywords with little traffic or worse, poorly targeted generic keywords that just drain cash. More often than not the campaigns are not integrated with Google Analytics or any form of conversion tracking. Consequently the client has no idea about their PPC ROI – money down the drain.<\/p>\n