For several years I dabbled in Search Engine Marketing (SEM) and Pay Per Click campaigns (PPC) mainly by setting up basic accounts for small business clients based on their primary key words. But my experience at Stone-Mart expanded that to a whole new level. Stone-Mart spends nearly $10,000.00 a month on Adwords and I managed it for a year and a half. During this time I increased conversions over 100% from previous "SEO Experts" who not only set up the account but others that were hired to run it before I was there.
Working with PPC is no different than any of the SEO work. It needs to follow the service providers instructions and it needs to be executed well. If you are working with Google for example, you have quite a bit of reading to do to find out exactly what are the things they look for and just what they now consider "bad practices" or black-hat. Just follow the instructions of good practices, don't leave any stone unturned, hard work and you will be rewarded.
First, allow me to clarify some terms for persons new to this. You have 2 really important factors that you keep an eye on to detect when things are not right. These trigger you to look deeper, your CTR or Click Through Rate and your Conversions. Click Through Rate is just what it sounds like the number or percentage of people that Click Through your ads and go to your website. Conversions are whatever action you set it for that is considered a conversion. It can be making a purchase or for them it was the prospective client making contact about a product. Of course there is tons of data to look over and tweek this and that but if you are not in a position to do that and you need to look quickly at what is going on you need to keep a close eye on those two.
In the first year the changes and adjustements made increased the "conversion rate" over 100% meaning the number of people that actually contacted Stone-Mart about products doubled from their Adwords. We had conversion rates as high as nearly 4%. To put that into perspective you can search this and learn that Google will tell you that if you get 2% on a "Click Through" rate you have a successful campaign and are doing good. They suggest a 1% conversion rate is doing well. Their campaigns were so successful that Google used them to collect data with. Literally, they contacted me and let us know they wanted to use the account for testing. Quite an honor.