Pay-Per-Click Advertising Services.
Overview
PPC (Pay-Per-Click) is a highly effective form of search marketing that allows you to pay for traffic by bidding on keywords relevant to your industry. Unlike traditional advertising, you only pay when someone clicks on your ad, and you have full control over how much you spend.
Before the advent of Search Engine Marketing, the CPM (cost per one-thousand impressions) model was the only option. This meant paying to show your ads to people who may or may not have any interest in your brand. With PPC advertising, you not only have control over how much you spend, but you can ensure the ads you choose to run are displayed based on a searcher’s intent. This means you only pay for ads that perform well.
For new websites that do not rank organically for competitive keywords, PPC is an effective method of driving immediate traffic. We always recommend running ads for a minimum of 90 days, in order to collect a sufficient pool of data from which to base subsequent decisions on campaign and bidding structure.
Through thorough testing of ad copy and keywords, PPC campaigns allow us to collect valuable information about the behavior of your target audience. This data is used to optimize your campaigns, and can also play a vital role in strategy for Search Engine Optimization efforts.
Our Pay-Per-Click Philosophy
Our first step is to create a strategy for driving high quality clicks at the lowest possible cost. Through analytical research we gather data on keyword competition, average cost-per-click and areas of opportunity within your industry. We then set up campaigns in Google Adwords and begin testing them for effectiveness. We disable campaigns that aren’t working, and focus on optimizing ones that do.
For each month of your campaign, we provide detailed reporting and analysis to show you the results of our efforts. We work hand in hand with clients to ensure their goals are being met and their budget is being allocated only to efforts that generate ROI.
Our Pay-Per-Click Process
Strategy Phase
– Business Analysis
– Competitor Analysis
– Keyword Research
Website Planning Phase
– Campaign set up
– Ad testing & management
– Analytics Analysis & Reporting
Common PPC Mistakes to Avoid
Driving all traffic to your Homepage
One of the most common mistakes to avoid is using the Homepage as a destination URL. A critical factor used by Google to determine ad placement and performance, is relevance between the ad and the page it’s linking to. Homepages are typically online brochures for your business as a whole. They may contain multiple calls to action and keywords related to several services or products, meaning they do not create strong relevance with a single keyword or topic.
A lack of relevance will results in low quality scores, poor ad placement and low conversion rates.
Not Understanding Quality Score & Landing Page Design
Quality Score is a metric used by Google Adwords to gauge the relevance of your ad, and is largely determined by comparing the keywords and copy in your ad with the destination URL, or Landing Page. If your ad focuses on Men’s Running Shoes and your Landing Page is specifically about Men’s Running Shoes, Google will reward you for presenting an ad that gives the user what they intended to find.
In order to maximize Quality Score across all campaigns, unique Landing Pages should be created for each Ad Group. A Landing Page is any page that provides information (text, photos, videos, testimonials, etc.) about a particular subject. A Landing Page selling the latest new Golf Club should include only information related to that product. The goal is to focus the user’s attention and not distract them with other options. This philosophy is known to increase conversion rates and improve ROI from ad campaigns.
