PPC Advertising

Pay-per-click advertising is an attractive option for marketing websites. Using PPC campaigns, keywords can be selected that show the greatest potential to drive traffic to websites.

Although PPC ads don't have the same credibility that organic search results do, PPC ads do get noticed and used. Analytics can also be applied that help us precisely monitor conversion. This allows us to continually monitor and tweak your PPC campaign. We can drop under-performing keywords. We can test ad copy and headlines. We can apply what we learn to maximize what works and eliminate or modify what doesn't. One of the benefits of PPC marketing is that it has a "control factor" that SEO does not.

PPC ads vary dramatically in price depending on the keyword competitiveness and the amount other advertisers are willing to pay to get top positions. While some keywords may get very pricey, there are usually bargains to be found if adequate research is done.

Impact Online Marketing can help you identify keywords that are most cost-effective for you to purchase, (Keyword research available at additional cost.) You can also control PPC spending by setting daily spending limits. You also have the ability to turn selected keywords "on" and "off" should you choose to do so.

Our PPC services include setting up keywords and ad groups, writing at least two versions of each ad for testing, ongoing monitoring of your campaign performance, tweaking ad headlines and copy to optimize ad performance, and delivering monthly reports that summarize PPC results.

Google Adwords is our primary paid search engine of choice for PPC advertising due to its popularity (65% of all searches occur on Google), sophisticated reporting functions, and ability to perform effective split-testing of ad copy and headlines. These features allow robust analysis of PPC advertising performance which in turn helps you achieve the greatest possible ROI. We can set-up and manage PPC campaigns on other engines at client request.

Clients will establish and pay for their own PPC accounts and pay Google directly for click-through fees. (Alternatively, we can set up the Adwords account and have the client securely submit payment details directly to Google.)  The client sets the monthly PPC budget. 

Please note that PPC Management Services are in addition to click-through fees incurred through Google, MSN or Yahoo.

PPC makes a lot of sense for some clients. Together we'll discuss your goals and your budget and see if PPC makes sense for you. 

Please be aware that clients are responsible for fees associated with both the set-up and first month of services at the commencement of project work. Client will be presented with keyword analysis results and recommendations and given the opportunity to select the number of keywords to be managed on an ongoing basis.