Pay-Per-Click MarketingIncrease relevant traffic to your website through paid search engine advertising
- Take advantage of existing demand for your products & services.
- Pay only for relevant traffic: limit by geography, days of the week, time-of-day, keywords, etc..
- With well written ad copy, reduce your number of dead leads.
PPC ProcessOur PPC marketing process allows us to create a campaign that is specifically built with your business goals in mind
DiscoveryLearn about the client’s business, website, and competitors in order to provide clear documentation to be used throughout all other stages of the project.
- Business Goals
- Campaign Login Credentials
- Geographic Location
PPC AuditCreate baseline for current website PPC performance based on analytics, landing pages, and current campaign statistics
Keyword ResearchDefine potential target keywords based on business goals outlined in the Project Brief and opportunities found in the PPC Audit
Competitive AnalysisDefine PPC competitors and Ad Copy based on Keyword Research and determine areas of opportunity and risk
StrategyCreate a comprehensive PPC strategy and project plan that clearly outlines deliverables and measurable business goals
Paid Search StrategyDoDefine Paid Search, Display, and Remarketing campaigns along with ad copy, landing page recommendations, targeting methodologies and recommended budget
Measurement PlanningDocument measurable short-term and long-term goals to evaluate campaign performance.
Landing Page Creation & Campaign SetupImplement landing page recommendations from the Paid Search Strategy through development or collaboration with the client
Landing Page Design (optional)Create designs for optimal converting landing pages with strong calls to action for newly defined campaigns
Campaign SetupCreate or edit existing campaigns based on the Paid Search Strategy
Landing Page ImplementationCreate/Edit Landing Pages for the new campaigns and ensure conversion tracking is implemented and page load time is minimized
OptimizeMonitor and adjust campaigns based on the performance of keywords, landing pages, and ad copy
Short-Term AdjustmentsChange bids, ads, and landing pages based on short term performance indicators (daily or every few days)
Campaign AdjustmentsMake global changes to the campaign based on trends that are identified over time (weekly or biweekly)
Analysis & ReportingProvide regular reporting that includes analysis of campaign performance, KPIs, and goal tracking and adjust project plan based on results
Monthly Performance ReportDocument current standing of goals, campaign metrics, tasks completed, and plan for the following month.
Quarterly ReviewComprehensive overview of campaign and adjustments to the project plan based on the results achieved.
Keys To A Successful PPC Campaign
Selection of The Proper KeywordsThe keywords you target (and pay for) must be specific to what you are offering on your website. If you are a retailer, make sure that people who are looking for the products you sell are funneled directly to a page where that purchase can be facilitated.
Control the Search ExperienceIt is one thing to get your advertisement in front of the right audience. It is quite another to make the advertisement sufficiently informative, creative or entertaining to compel potential customers to click through to your site. Likewise, just because someone ends up on your website doesn’t mean they’ll find what they’re looking for; it’s important that the ad’s destination, or landing page, is highly relevant to both the search terms and the expectations set up by the ad.
Understand the Economics Before You StartThis may sound like economics 101, but if you are planning to spend $5000 on a Pay Per Click campaign, then make sure you are generating enough revenues to justify both the financial outlay and the labor costs associated with the campaign. The good news is that you can keep your costs in line by adhering to a strict budget. If you limit your campaign to $100 a day, let’s say, your ads will stop being delivered as soon as you hit your daily maximum and then resume the next day. However, if you're spending $20 to sell a $15 shirt, it doesn't matter how many times a day it happens; you're losing money.
Use Metrics to Stay Ahead of The CurveThe terrific thing about a Pay Per Click campaign is that you can immediately monitor your results. This gives you the opportunity to do A/B testing of advertisements, keywords and landing pages. It also gives you an opportunity to quickly end poorly performing campaigns or to enhance the ones that work best for you.
Put a Human Face on a Big CompanyHuge corporations can seem monolithic and impersonal to the general public. By putting a human face on a company, you can tear down the barrier between yourself and your audience and make yourself far more accessible to the general public.
Enhanced Targeting with PPC MarketingAnother great advantage of Pay Per Click advertising is the flexibility it offers in terms of delivery. There are a number of PPC techniques you can use to create an audience that is most likely to be your target audience:
Keyword TargetingTargeting the right keywords through appropriate research will help attract visitors who are likely to be interested in the products and services on your website.
Account Login / Registration
- Relevance: It is critical that the keywords you select are relevant to your company. Nothing bothers a visitor more than being directed to a site that has nothing to do with their search. Even if a user leaves immediately, you’re still paying for their traffic. As a result, each PPC landing page should be highly relevant to the keyword you’re targeting so that you can get the best possible ROI out of each PPC visitor.
- Matching Options: You can specify whether to bid on broad match keywords that will show for any variation of a keyword (for example, anything that includes the keyword “website design”), or narrow your targeting with phrase match and exact match. You can also specify negative keywords that you don’t want to appear for (for example, with a negative keyword “jobs” in an ad group, the broad match keyword “website design” will display your ad for the query “website design company”, but not for “website design jobs”.