PPC Management | Pay Per Click

Pay Per Click (PPC) Management

Pay Per Click (PPC) is an advertising model that allows advertiser to direct targeted traffic to a website. In this model advertisers pay the advertising service when the ad is clicked. Businesses will compete or bid on keyword phrases relevant to their target market. PPC is completely trackable and allows website owners to know what phrases are converting and generating sales. PPC also allows one to learn the cost of generating a sale and therefore allow easy and clear understanding of this models ROI.

When a user searches a keyword in the search engines that matches an advertiser’s keyword, or keyphrase list, the ad may be displayed. These ads are listed in search engines’ sponsored section of the search engine results page.

PPC strategies will allow you to place your product or service at the top search engine results page for the right keywords quickly and accurately, targeting consumers you want to reach.

Services within Pay Per Click

Keyword Research
Landing Page Creation
Campaign and Ad Creation
Reporting
Optimizing Landing Pages
Optimizing Ads

Keyword Research

What relevant keywords are your customers searching
An effective campaign is based on what your audience searches and not what you think they search. A common mistake that beginners make is targeting what they think people search. Since your customer is always right we need to learn what it is they search.

What is the search volume of your keywords
Each keyword will have its respective search volume and we therefore will target keywords that have sufficient volume to justify the investment it takes to market it. High volume keywords will get extra attention to ensure these keywords potential are being maximized.

How likely is a given phrase to convert
When you examine a keyword, can you understand the intention behind the search. For example “digital camera” is a vague term and there could be and endless number of reasons that caused someone to search this term. If you compare this to a term like “buy cannon d60 camera” you see the searcher has the intention to buy and has even specified the model. Given this knowledge we work to ensure your campaigns are exploiting phrases that will convert at a profitable rate. The goal is not simply traffic, simply the goal is converting traffic.

What is the keywords cost per click
Consider a $1 keyword that converts at 5%, this will dictate that a cost of a conversion will be 20$. If 20$ is greater than your profit margin then it’s not advised to bid on such a keyword.
Not all keywords are created equal.

The goal of this process is to find keywords that has these three attributes:

1) They have sufficient search volume to justify targeting
2) They keyword is relevant and likely to cause a conversion
3) The cost of a click is low

Landing Page Creation

A landing page, is a single web page that appears in response to customer who clicked on an advertisement. With the keyword research in hand we build discrete landing pages that will target the keywords your customers are searching. The relevancy of landing pages created is paramount to a
successful PPC campaign. Google Adwords will assign a landing page quality score to your pages, and you will benefit from lower advertising costs by having highly relevant landing pages that conform to Google Adwords best practices. Last but not least landing pages will be resonasble for getting you customers
to take action and buy your product or service.
Campaign and Ad Creation

Iif you are starting a new campaign it is advised to create highly targeted ads that target only a handful of
keywords that are highly relevant to a specific ad. Since you are paying for every click we want to as efficient as possible and avoid using a time saving shotgun approach which will only cost you more in the long run.

Reporting

Whether you’re starting an campaign or breathing life into an existing campaigns reporting is an essential step in maiming your campaign.. With proper reports we can learn what parts of our campaign is creating money and which parts are losing money. A philosophy that was true when I started was that “All things tested, observed and adjusted will lead to improvement”. This philosophy that should a persistent part of any
campaign.

Optimizing Landing Pages

Once a campaign has run a while we can start to examine the performance of lading pages. There are numerous metrics we can use to compare the performance of pages. With this data on hand we tweak our landing pages to increase their effectives and efficiency.

Optimizing Ads

Like our landing pages we can
examine our Ads to see which Ads are effective and which ones are not. As we
run the campaign over we can groom campaign by removing ads and keywords that
are obviously no converting and adjust the ads that working to bring the
highest return possible.