I think the secret of PPC is to be really targeted, so you get only great and committed clickers. You can also play a lot with keywords to maximise clickthrough and minimise bid rate.
When we start a client campaign, initially it takes a bit of work to finding the best ad wording, and the best keywords, but after that it basically runs on autopilot with minimum attendance.
Oh, and I use PPC for getting consent to follow up not to sell. Selling would be too early at that point. I invite people to sign up and download a Special Report and then I can stay in touch with them through valuable articles. And then the ratio of info and sales pitch is vital. In my case, it is the article that sells the product (I lead with info products not 1-to-1 consulting).
Thoughts?
Cheers
Bald Dog, SMS Consulting Group
