For most businesses advertising on the Web, the success of any pay-per-click (PPC) ad campaign is largely related to the size of the advertising budget. The more money in store to place bids, the more keywords can be targeted and the more ad displays are awarded. Not surprisingly, a good number of the world’s biggest brands dominate the paid search market. Their often massive PPC budgets and routine campaign management strategies, after all, allow them to target numerous searchable keywords.
This observation may lead one to believe that smaller businesses have no chance of competing in the PPC arena. Fortunately for smaller businesses, this assumption simply isn’t true. As reported in “From Keywords to Analytics: 5 MarketingSherpa PPC case studies,” however, a specialty hotel in the Pacific Northwest could have had a successful PPC campaign were it not for overly broad keywords.