What is PPC?
Pay per click (PPC) advertising is a type of online advertising where you only pay when somebody clicks on your ads. It is an Internet advertising model you can use to get instant targeted traffic to your website through Google AdWords or the Yahoo! Bing Network.
People find products and services they are looking for in search engines by typing search terms or keywords. When the target keywords on your PPC campaign are typed by users on search engines, your ads appear on top, below, or alongside organic search results. The position of your ads against your competitors will depend on how much you are bidding for your target keywords and your quality score. Depending on the campaign settings, your ads may also appear on various sites that are part of the Google, Bing and Yahoo! networks. There are many options to target your customers—some of the targeting options are by device, location, language, scheduling, and keyword matching. When they click on any of your ads, they are directed to a landing page on your website where you can convert them to leads or customers via an inquiry, contact form, or ‘buy now’ buttons.
PPC advertising is the fastest way to drive instant traffic to your website. PPC advertising is especially useful for direct response campaigns where instant and direct action is desired from target customers. This scenario also allows for cost-per-click to be measured immediately against conversions or sales to determine ROI.
PPC is also effective in kick-starting and regulating traffic volumes particularly during times when businesses are launching a new product or service, need to fill an empty sales pipeline, during limited sales season, or when carrying time-sensitive promotions.
PPC can be utilized to surge traffic or to acquire huge customers while demand is high. Unlike SEO, which can take time to build rankings, PPC immediately establishes an online presence, requires no real build-up time, and generates ROI much more quickly when done right.
When systematic split testing and optimization are done on a PPC campaign, cost per click goes down and traffic translates to conversions at a higher rate.
Benefits of PPC:
You Only Pay for Clicks
With other forms of advertising – billboard, print, TV or radio – you get a wide reach but risk having no one actually visiting your website. With PPC, you only pay when someone actually clicks on your ads which means that a campaign sending you only a small amount of traffic will cost you a very little amount of money vs. a campaign sending you a lot of traffic which would cost you more money. In short, with PPC you get what you pay for.
Traffic is Targeted
When you use PPC, your ads will be placed on search engine results pages based on the keywords typed by search engine users. You choose the keywords that will trigger your ads to appear—keywords which you think your customers will use when searching for a product or service you offer. Keyword research and suggestion tools are also available to get insights on what people are actually searching for in your category. In addition, PPC is proven to present numerous targeting advantages decreasing the percentage of users clicking on ads who are not likely to be interested in your product or service.
You Have Control of Budget and Scheduling
With PPC, you can set a maximum budget on a daily or monthly basis. This allows for some flexibility, either when you just want to test a campaign, test new keywords, or massively increase the size of your campaign because the ROI has proven itself. You may also effectively schedule your ads to appear based on what you think the days of the week or time of day your target market is searching for a product or service you offer.
Fast, Measurable Results
Every keyword that triggered your ads to be displayed (impressions) and every click or click through rate (CTR) and the cost per click for every keyword (CPC) is tracked and measured. Conversions can also be tracked when they make a phone call (requires special tracking software), when they sign up to your newsletter or fulfill an order form and make a payment. Since results can be measured daily, weekly or monthly, this allows for systematic optimization.
What are Your Competitors Doing?
Your toughest competitors most likely have done PPC or are probably doing PPC. One survey shows that online marketing savvy businesses have a strong focus on paid search (PPC) as it is in the top 4 of online marketing budget allocations, encompassing 25% of businesses’ online marketing budget.
PPC is also often used to supplement SEO efforts, as SEO mostly makes an impact on search rankings in the long term.
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The growing market of mobile users made PPC extend its use from desktop and laptop computer users to mobile users as more and more people use mobile devices to access the Internet. Many business owners and marketers have already started to included mobile devices in their targeting and have already incorporated local, social and click-to-call extensions to reach a growing market of mobile users.
Reviews, coupons, local search and mobile are growing big and are being incorporated into PPC advertising
Paid Search Spending in 2011
PAID SEARCH IS BIGGER THAN…
THE AMOUNT SPENT ON SEARCH MARKETING IS GAINING ON PAID TV ADVERTISING
WHY CHOOSE US?
Choosing us will liberate you from learning the highly technical skills required to run a PPC campaign successfully. You can focus on building and running your business while we do the job of increasing your leads and customers through PPC.
We understand your business category and niche and we know or can quickly determine what PPC strategy will work for you based on our extensive experience. On top of this, we undertake in-depth consultation with you to understand your business on a deeper level to effectively execute your PPC campaign.
We take the time to understand your business, your objectives, your product or service, your target market and their online behavior for us to deliver PPC advertising of the highest performance.
SUMMARY OF WHAT WE DO
We setup your PPC account with Google Adwords, Bing and/or with Bing and Yahoo! Network.
Market and Keywords Research
We perform market and keyword research to determine the most viable keywords that your target market is typing into the search engines to find you. We target keywords that will generate the right amount of traffic with the right intent at the right cost.
Campaign and Ad groups Setup
We setup your campaign or campaigns with the appropriate ad groups based on tightly-knit themed keywords with keyword matching options.
PPC Budget Management
We setup your desired budget and make sure that we make the best out of it and that you do not go over budget spend for the month.
We setup targeting options based on search and/or display advertising, language, geo-Iocation, device, scheduling.
We setup conversion tracking with Google Analytics.
We perform A/B testing of ad copies to improve CTR and keyword quality scores to bring the cost per click down; as well as A/B testing of other elements when applicable.