Pay-Per-Click Marketing

Increase 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 Process

Our PPC marketing process allows us to create a campaign that is specifically built with your business goals in mind

Discovery

Learn about the client’s business, website, and competitors in order to provide clear documentation to be used throughout all other stages of the project.

Project Brief

  • Analytics
  • Budget
  • Business Goals
  • Campaign Login Credentials
  • Audience
  • Geographic Location

PPC Audit

Create baseline for current website PPC performance based on analytics, landing pages, and current campaign statistics

Keyword Research

Define potential target keywords based on business goals outlined in the Project Brief and opportunities found in the PPC Audit

Competitive Analysis

Define PPC competitors and Ad Copy based on Keyword Research and determine areas of opportunity and risk

Strategy

Create a comprehensive PPC strategy and project plan that clearly outlines deliverables and measurable business goals

Paid Search Strategy

DoDefine Paid Search, Display, and Remarketing campaigns along with ad copy, landing page recommendations, targeting methodologies and recommended budget

Measurement Planning

Document measurable short-term and long-term goals to evaluate campaign performance.

Landing Page Creation & Campaign Setup

Implement 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 Setup

Create or edit existing campaigns based on the Paid Search Strategy

Landing Page Implementation

Create/Edit Landing Pages for the new campaigns and ensure conversion tracking is implemented and page load time is minimized

Optimize

Monitor and adjust campaigns based on the performance of keywords, landing pages, and ad copy

Short-Term Adjustments

Change bids, ads, and landing pages based on short term performance indicators (daily or every few days)

Campaign Adjustments

Make global changes to the campaign based on trends that are identified over time (weekly or biweekly)

Analysis & Reporting

Provide regular reporting that includes analysis of campaign performance, KPIs, and goal tracking and adjust project plan based on results

Monthly Performance Report

Document current standing of goals, campaign metrics, tasks completed, and plan for the following month.

Quarterly Review

Comprehensive overview of campaign and adjustments to the project plan based on the results achieved.

Keys To A Successful PPC Campaign

Selection of The Proper Keywords

The 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 Experience

It 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 Start

This 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 Curve

The 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 Company

Huge 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 Marketing

Another 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 Targeting

Targeting 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”.

Geographical Targeting

A women's online magazine wishes to better connect its users to each other and make it easier for them to login and share stories and comments with the rest of the world.

Timing

PPC allows you to deliver ads at peak times for finding your business’ potential clients and customers. Using AdWords data in tandem with Analytics data, you can figure out when you are most likely to get leads from Pay-Per-Click marketing and spend more of your budget during peak hours and less during off-hours. If your business isn’t open on certain days, you can also adjust your campaigns so that you don’t attract potential sales you won’t be able to close.