PAY PER CLICK
Pay Per Click (PPC) Google & Yahoo/Bing
Pay per click sponsored description links are those links (or as many people think of them as ads), which show up on the search engine’s right side as well as at the very top left side, if there happens to be an area that does show up there. It doesn’t always.
How far along someone is in their research and follow-up process will determine if/and/or when they click on the right side. Someone further along in the buying process is more likely to convert from a ppc link because they see the link as advertising and are more ready to buy then if they are data gathering in the free left side links.
Pay per click, or more specifically, Google’s ppc is an important element in determining where to take your long-term marketing campaigns. The AdWords dashboard breaks down keywords so precise, you can figure out the exact cost per keyword right down to the penny. You can’t do this with any other analysis tool.
Not only can you see the cost per conversion, but you know the neighborhoods your visitors and buyers are coming from. This becomes very useful when mapping out new territories or drilling deeper into your existing territories.
You know what city sectors to avoid and which ones to market to. This would allow you to laser target neighborhoods you know are buying your products and avoiding those that are not your market. You can apply all your online data into your marketing for offline efforts as well. Instead of random mass mailings, you can now target specific households.
When do you start and for how long would you use PPC?
Have a ppc campaign at the very beginning, no matter what the situation is. There are a few reasons for this.
First, you get immediate feedback which is gratifying. SEO can take several months to finally land on the first page, and yes… you must be on the first page to get traffic.
Secondly, you don’t have 3 to 6 months to wait for the data to finally come in. Imagine six months into an seo campaign and you still don’t know what your market is doing, or worse, the market trend has shifted leaving you in the dust.
Third, because you can get immediate traffic, you can build on this to create a vectored timeline within a long-term plan. The first 30 days will show market potential and throughout the first phase of up to 90 days, you will get a pretty good idea where the market is to build a good strategy.
If, for whatever reason, your AdWords campaign doesn’t show enough return, then turn it off and let analytics measure other targeted factors.
Because you will know exactly what your keywords are worth, you can create a budget with the numbers plugged in to give a pretty good idea of long-term payoff which includes seo and anything else you intend to market with. This is sort of like a business plan, only with more accurate estimates.
Our PPC Process
We follow a thorough process to make your PPC campaign a success. It involves the following steps:
- Thorough analysis of your site to recommend changes to the site, subject to your approval.
- Finalizing the technical changes to be done on the site.
Finalizing the PPC account structure, taking into account the products or services that you need to advertise, site structure or navigation, budget allocation between various products or services, and geo-targeting for different products or services.
- Keyword research and finalization
- Negative keyword research and finalization
- Ad copy creation for individual ad groups
- Deciding specific landing pages for different ad groups
- Deciding upon the keyword match types to be used for different keywords
Once all the site changes are done and the final set of keywords, negatives, ad copies and landing pages is approved by the client, the set-up is uploaded. You will be informed that the set-up has been uploaded and kept in paused state for a final check before we make it live.
Setting up the necessary goals in Google Analytics, if required. Once the codes are in place and your consent has been obtained on the paused account set-up, the PPC campaign is made live
We make every effort not only in starting your PPC campaign, but also in managing it on a daily basis. This includes:
- Daily bidding on keywords
- Observation of the campaign for at least one week to make necessary changes
- Creating ads
- Establishing CPC and daily budget
- Managing and monitoring campaign on daily basis
- Evaluating performing/non-performing keywords
- Conversion tracking
- Campaign tweaking
- Landing page consultation
- Weekly report creation
- And all other revisions that are essential to be implemented from time to time.
A landing page is usually the starting point once landed on from a keyword query. Someone types in a keyword on the search engine, and if you’ve done a good job, they will choose to click your link and land on your landing page.
Landing pages are very important. They are designed for pay per click, but don’t have to be. Landing pages are created to be the starting point of a sales funnel strategy. A good landing page takes pressure off the home page of the website by focusing specifically on the keyword being searched.
The landing page is usually only a one-page website that looks exactly like a full website, only the visitor cannot tell that it is only one page. There are links at the top which link to specific pages on the website that go more in detail about the specific subject at hand.
Landing pages make it easier for the searcher to focus on their search without other distracting content like anchored links that have nothing to do with what they are looking for, videos and other site elements.
Landing pages may be all the searcher needs to contact the company, but if they need more information to satisfy their query, links to more detailed pages are available. Landing pages are a big factor in raising quality scores.
How costs are determined for keywords (a measurement for degree of difficulty)
As you may already know, not all keywords cost the same or have equal levels of difficulty to rank for. Costs are determined in a number of ways.
PPC keyword costs are determined by:
- Supply and demand (level of competition)
- Type of industry
- Geo-targeted locations (local exposure or global exposure)
- Quality Score (this one you can manipulate, the others are more difficult). I will talk about this one later.
Cost Category examples:
- Highest cost level: Porn, gambling, financial, hot ticket items (depends on the item and demand)
- Mid-cost level: Legal, pharmaceutical/medical, real estate, educational, construction, travel, sports, etc.
- Lower cost level: small business, things less searched for: painting services, dry cleaning, etc.