Do you suffer from “position envy”?

“I want my ad to show at the top of the page on Google.”

That statement can be either a good goal…or a red flag.

It’s a good goal if the client sees this as a process – and is willing to do what it takes to achieve it.

(More about this later.)

It’s a red flag if they want to bid “whatever it takes.” And it’s an even bigger red flag if they’re expecting me – their PPC guy – to work some “magic” to make this happen.

Because… and I hate to be the one to break this to you… there’s no such thing as magic.

(And, if that shocks you, don’t ask me about Santa Claus.)

There’s no such thing as magic. There’s strategy and execution. That’s it.

And a better strategy and better execution will get you two things:

#1: It’ll eliminate what Perry Marshall dubbed “the stupidity tax” – the premium Google charges advertisers who don’t structure their campaigns correctly.

#2: It’ll allow you to pay more per click.

Now, to some advertisers, paying more per click seems like the last thing they’d want to do. They’re constantly trying to cut advertising costs.

But, what would you rather do…

Pay $1/click and get 1,000 visitors that are worth $2,000?


Pay $2/click and get 10,000 visitors that are worth $30,000?

(I’ll save you the effort of doing the mental arithmetic: the latter will make you 10 times as much money.)

So, if your goal is to be the top advertiser, and you’re willing to do the hard work of figuring out the strategy you’ll need to get there profitably… and then execute that strategy… good on you!

(And, if you need help with this, talk to me.)

But if you want to shortcut the process, either by doing “kamikaze bidding” or by shopping for a PPC manager who will “work his magic”… you’re headed for trouble.

All the best,

Steve Gibson

P.S. If you want to know what it takes to get to #1 in the Google Ads rankings, check out my free book, The SaaS Multiplier Method.