When your site doesn’t rank organically, pay per click advertising (PPC) is your solution to get first-page results, fast.  Pay-per-click advertising puts your website in front of a targeted audience, at the moment they are searching for your product or service, and catches them further in the buying cycle.  Listed on search engine results in the form of Sponsored Links, your ad appears on a cost-per-click (CPC) basis, where you only pay for searchers interested in your product or service. 

Other advertisers will be bidding on the same keywords as you, so Google determines your ad’s position within the search results sponsored listings using Ad Rank Number.  Every keyword is assigned a CPC bid based on the competitiveness of that term.  Your Ad rank number then equals CPC bid times the keyword’s Quality Score.  Higher rank numbers equate to higher ad placements.  Quality Score rewards you for quality Ad Copy and Landing Page content.  Relevant Ad Copy and Landing Page content is rewarded with a higher Quality Score, which increases your Ad Rank Number.

Planning

During the planning phase, campaign constraints and measurable must be determined. 

• What are your campaign objectives?
• Who is your target audience?
• Who are your pay per click competitors?
• How much time will be given to run the campaign?
• What are the budgetary parameters to operate within?
• What metrics will be used to measure the success of the PPC campaign? 

It is important to identify the most targeted keywords relevant to your offering, eliminating words that decrease ROI and don’t lead to conversions.  With a proper keyword analysis, we make sure to identify the words or phrases important to your target audience.

Note: PPC advertising is a great keyword testing ground to determine search engine optimization keywords.  If a keyword converts well in your PPC campaign, you can then incorporate that keyword into your search engine optimization (SEO) campaign. 

Create

The purpose of this phase is to create relevant ads and site copy, grouped by each goal you want to achieve.  When we write ad copy, it is important to speak directly to the consumer and appeal to their needs.  Engaging ad copy will make your PPC ad stand out above your competitors.  Secondly, we will begin to develop your landing page (or capture page).  A landing page includes only relevant content; it is timely; it offers a solution to a need, and it engages a response from the viewer.  Proper Ad Copy and Landing Page content increase your Quality Score and boosts your Ad Rank Number.  A higher rank number can decrease your actual cost per click, place your ad above less relevant competitors’ ads.

Deployment

With profitable keywords determined, relevant ad copy written, and a high-converting landing page built, we will launch your pay per click advertising campaign.  Once your ads are available to searchers, they can click on your ad to view your website landing page and decide whether or not to answer your call to action (whether it be purchasing a product, signing up for a newsletter or requesting a quote).

Measure & Report

With every campaign launched, we measure specific elements to track success of the campaign.  How many times your ad was viewed, the number of clicks it received, and how many people converted on your landing page are some of the elements tracked and reported on a regular basis.  With sufficient data from search behavior, we use conversion tracking and reporting tools to analyze the data and base our decisions moving forward.

Refinement

Once the data is analyzed, we can refine your campaign to generate optimal results.  For example, your Click Through Rate (CTR) indicates whether or not we need to tweak your ad copy.  Your Conversion Rate indicates how well your landing page is able to convert interested prospects into buyers.  With that information, we are able to make decisions on how to refine your campaign to deliver greater ROAI (Return on Advertising Investment).

Modify

This step goes in-hand with your campaign refinement.  Using foundational metrics such as Value per Conversion, we are able to identify your maximum Cost per Click (CPC) bid to consistently deliver conversions that are within your budget.  Some keywords are so competitive that for companies with low margins, it becomes unprofitable to continue to bid on those keywords.  In the Modify phase, we identify those unprofitable keywords.

The beauty of Pay Per Click Advertising is that there is no minimum budget, so you spend whatever suits your needs.  We simply charge a management fee to handle your account.  Here are our two pricing modules, so you can go with the package for your needs.

Tier 1:  $400 a month or 15% of spend (whichever is greater)

• Define key objectives
• Account setup – campaign structure, keyword analysis, ad copy creation
• Regular reporting – weekly keyword report, monthly keyword summary and campaign analysis
• Communication – online support with call-back service, 2 hours phone service

Tier 2:  $1,000 a month or 15% of spend (whichever is greater)

• Define key objectives
• Account setup – campaign structure, keyword analysis, ad copy creation
• Regular reporting – weekly keyword report, monthly keyword summary and campaign analysis
• Communication – online support with call-back service, 5 hours phone service
• Access to our Search Engine Marketing team for monthly analysis