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Beware BT’s SmartSearch PPC unless you want to waste £2500

After getting its knuckles rapped by the ASA for misleading broadband ads, we now learn that BT’s ‘SearchSmart’ service failed to deliver a single lead to a client of ours after she invested £2500 in a pay-per-click advertising campaign - incompetence of a high order.

When she asked why she hadn’t had any response from the campaign, the reply from her ‘expert search professional’ was that it was a problem with her website. That would be the same website that was online when she signed up and which, presumably, the ‘expert search professional’ would have checked. Did BT suggest putting a contact form on the landing page? Er no, they didn’t suggest a landing page - “the home page would do”. Did they add Google Adwords Conversion code so that they could track the campaign’s results - don’t be a big silly! Is BT ripping off small businesses? I couldn’t possibly comment.

One might have thought that during the 12 month campaign  BT would have checked its performance and recommended changes to the site but they didn’t.

The lesson is simple, if you want slow Broadband, hire BT. If you want search engine marketing support such as pay-per-click advertising, talk to a professional not to a telephone company.

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