SEO practices are only part of the complete search engine marketing strategy. Another vital part of a good marketing campaign is a professionally designed and managed pay-per-click (PPC) campaign. PPC refers to advertising where you pay when people click on your ad and visit your website. This is different from traditional advertising (print, radio and TV) where you pay for impressions of your ad. Search engines like Google and Bing allow you to run PPC ads on their results page. The search engines allow you to have precise control over the keywords, the cost for each click and the location of the searcher. Google’s service is called Adwords and Bing’s service is called Adcenter. Other large online advertisers like Facebook have PPC advertising services as well. Similar to SEO, placing PPC ads on the search engine results page allows you to show your ad to people who have expressed interest in related keywords. This means that paid clicks have a higher intent to need your product or service than many other forms of advertising. In addition to ads on the search engine results page, Google Adwords has extended their PPC products to allow you to place display (banner) ads on websites that are relevant to your business or to retarget people who have already visited your website.
Why Search Engine Marketing is a Smart Choice
One of the main benefits of a PPC campaign is that people will see your advertisement, guaranteed.PPC advertising offers many benefits that simply aren’t found with other forms of advertising. One of the main benefits of a PPC campaign is that people will see your advertisement, guaranteed. And it’s not randomly selected searchers that will happen upon your advertisements; this form of marketing can be targeted to people that are typing in relevant keywords. When we build you a customized PPC advertising campaign, your website and business will benefit from increased traffic and higher brand noticeability. PPC Management Program Elements
- Recommendations for Keywords, Ad Copy, Budget and Other Settings - We research the keywords that your prospects use when looking for your business. We then write ads that your prospects click when visiting your website. We can help you determine the optimal budget to be competitive in your category.
- Geo-Targeting, Day-Parting and Other Engine Optimizations – The search engines have different options for targeting your ads. If your business is only open during certain hours or you only serve specific markets, we can help you setup your campaign to target your prospects.
- Ongoing Review and Adjustment of Campaign – Our system receives a daily data feed from the major paid search providers. It analyzes the data against the goals we have established for the campaign. If the campaign is out of compliance it alerts our account managers who can fix the campaign.
- Ongoing Keyword Review and PPC Experiment – We will use standard direct response methodologies to test new ad copy against the existing control to improve traffic and conversion rates. We will also look for new keywords that might bring qualified traffic to your site.