Continuing on with my series about PPC & the Rainforest, I can’t describe how dense vegetation is in the rainforest. Sunlight is the scarcest resource so I was observing how various plants compete for that sunlight using various methods. The more I looked the more I thought about PPC and how hard it can be to get some exposure (sunlight) in the ever more competitive PPC world.
Strategy 1 – Grow Like Crazy
If you’re competing for sunlight, the first solution is to get closer to the source. In the rainforest this means grow taller. And do they ever…
You’ll probably notice how some trees go from the bottom of the picture to the top of the picture without so much as a single leaf in sight. Just trunk. They get sunlight by getting above the other trees and vegetation. We often see similar behavior from certain PPC advertisers.
Bid Higher = Get Sunlight
Many a PPC advertiser looks at their account and sees a problem: not enough impressions/clicks/conversions. Therefore, they do exactly the same thing these trees did. They get closer to the top. They bid higher and higher on their top terms in order to get higher placement on the page and capture the sunlight before their competitors. They equate success with being the tallest. This works great when you don’t need to cover a broad set of keywords and can focus on your top terms, but there are tradeoffs.
Look at the picture again. Remember how some of those trees didn’t have any leaves or branches in the picture? Just a single trunk extending higher and higher into the canopy. Wouldn’t a few leaves along the way help increase the amount of sunlight being captured? Similarly, you see advertisers bidding upwards of $25/click on keywords but ignoring the $5-$10 keywords in their Search Query Reports that could help provide some extra boost to their efforts.
But what about all those short trees and plants in the picture? How do they compete? That will be the topic of the next post in our series.