PPC Campaigns
What is a PPC
campaign?
PPC stands for Pay-Per-Click. In
a PPC campaign small ads are purchased to promote goods or
services. On Google these paid ads are on the far right hand
column of the search results pages. Sometimes there are also
PPC ads at the top of the organic searches as well. The PPC ads
are identified as "sponsored listings."
There are also PPC ads available
on Facebook. These ads can be highly targeted based on consumer
demographics (gender, age, education, etc), as well as by
interests. For some clients, Facebook advertising is an
excellent way to gain online exposure.
Why is PPC
important?
- Google
PPC ads can get your website first page exposure on the
search engine results almost instantly
-
PPC ads have testing
capabilities and are a great way to test headlines,
ad copy, and (in some cases) photos or
graphics
Who best
benefits from PPC campaigns?
-
Anyone with a new or existing website that desires
very quick, high placement on search engine
pages
-
Anyone wishing to capture the 25% of searchers who
click paid ads instead of, or in addition to, organic
results
-
Anyone striving to reach the fantastic
segmentation opportunities available in
Facebook
What
else should I know about PPC campaigns?
There are many
benefits of PPC campaigns. Click here to learn more about PPC
advertising.
What is included in PPC campaign
services?
PPC Set-Up Services
-
Detailed
keyword/key phrase
research
-
Keyword
competitiveness analysis
-
Set-up of
Google account with relevant
Adgroups
-
Development
of split-tested copy for two ads in each
Adgroup
PPC Management
Services
-
Weekly
review of keyword performance
-
Bid
modifications on weekly basis (at minimum)
-
Monthly
keywords performance analysis
-
Monthly
click-through performance reports
-
Monthly
copy-testing review and edits to maximize
click-through rates
-
Monthly
development of new split-testing copy to maximize
ROI potential
How much
does PPC management cost?
Fees vary by number of keywords
targeted (Google) or number of consumer segments targeted
(Facebook). Please contact us to review your situation and we
will be happy to provide a quote.
What else should I know
about PPC advertising?
Because attaining high positions
in the organic search results often takes a good deal of time,
PPC campaigns are sometimes an option to gain page one
placement on Google in the meantime. (Or on Facebook if the
product or service is a good match for Facebook
segmentation.)
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.
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.
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