Google is a great PPC provider. I wouldn’t knock ‘em. But they aren’t the only gig in town.
In fact, I’d say that there are some drawbacks to using Google alone. For starters, Google is expensive. It’s very competitive. And no matter what niche you are in you are likely to be paying good money for clicks. It will be targeted traffic, for sure. But you’ll pay.
Sometimes, small PPC providers can deliver targeted traffic for much, much less. You’ll get less traffic. But it will be good traffic. Where you’ll pay 50 cents for a keyword at Google, you might only pay a penny or a nickel at some of the other PPC providers, so it’s worth it to try to parlay those services into some cheap traffic.
The best way to win at PPC is to use a small PPC provider to test ads and landing pages where you can do it inexpensively then, when you find a combination that works, you migrate your ads to Google. You probably should also up your budget at the small PPC company. At any rate, don’t just stick with one provider. Google is good, but they’re not God.
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