The old adage that A fool and his money are soon parted may be the most appreciated sayings by pay-per-click search platforms like Bing. I've never wasted more money on marketing than I did on set it and forget it paid search marketing where I neglected to do a little research and keep an eye on my marketing dollars. Here are the top 5… {insert joke about lawyers here}
- Lawyer – $109.21
- Attorney – $101.77
- Structured settlements – $78.39
- DUI – $69.56
- Mesothelioma – $68.95
I no longer touch paid search unless we're using one of our paid search partners. Spending money on them is a great investment! They monitor, adjust and improve our results – driving cost per lead down and the number of relevant leads up.
Take a look at this infographic from WordStream with the most expensive search terms on Bing and you know that plenty of DIYs are hemorrhaging ad dollars. We had a client that was spending over $20k per month on PPC and our partners at EverEffect were able to get more leads, better leads while saving 75% of the budget!
WordStream recommends 5 ways to reduce the costs of PPC in expensive keyword verticals:
- Eliminate irrelevant search combinations using negative keywords.
- Add geographic bid modifiers to narrow your terms and reduce the cost per keyword.
- Use time of day modifiers to capture the right audience when they're at work or home depending on the product or service you're promoting.
- Use mobile bid modifiers to capture greater intent and get direct calls to your company.
- Optimize your landing page to improve your quality score and conversion rate to increase the number of conversions that are making it through to your landing page.
