Chapter 5
Search Engine Marketing: Busting Myths and Driving Sales |
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Because this is a very technical channel and marketing tactic, many business owners and even marketing directors leave it up to their “techies” to put together their PPC campaign. This is a big, big mistake.
Think of it this way: Would you have your computer guy write your direct e-mail advertising? Of course not. You’d hire a professional copywriter, someone who knows how to write copy, to write the ad. The copywriter would send his copy to your e-mail manager, who would send it out. But the copy itself would have been written by someone who knows how to sell, not someone who knows how to send out bulk e-mails.
Don’t ask a technical person to write your PPC ad. Even if he’s happy to do it, he doesn’t have the expertise to do a great job. Remember, when it comes to marketing, success is determined at the margins. Good copywriters give you the edge you need to run a profitable business. Don’t shortchange your marketing efforts. You can’t afford to.
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