The beauty of paid search is that it can be adjusted so fast and so easily that I can help my clients respond to whatever is happening in their business. Here is an example of why it is so important to “Be There” when people are looking for your business’s services on the web.
I received an email from one of my clients two weeks ago asking to shut off his paid search campaign for a while. He said that his company was looking to cut-back on some of their expenses and felt that they had more business than they could handle for the time being. (A classic example of my having done my job too well!) After some discussion, we agreed that it wasn’t a good idea to shut his program off completely, so we lowered the budget by 1/2 and eliminated some business categories.
Yesterday, I received an email from him with the subject line: “Help!”. Turns out that his call volume has gone down significantly. We agreed to move the budget back up to the original level and re-launch in the ad groups we had eliminated.
My client has discovered that “Being There” is important, even when business is booming. His intelligently run and managed paid search program enables me to keep him there and keeps his phone ringing.