Pay-per-click (PPC) is the process of tweaking and testing elements of an ad to track and continually enhance its performance.
PPC puts your ad in front of a customer at the exact moment they’re making a decision. The ad is placed on your target audience members’ search engine results pages (SERPs) or social media sites for them to click on. You want their click to turn into a conversion, because it’s a cost-per-click (CPC). So advertising to the right people in the right moment is key.
Are you getting the right leads?
Everyone wants more leads than they’re currently getting. But you should always consider the cost of each lead, and remember that instead of quantity it’s always more important to focus on quality.
Are you testing for ongoing optimization?
A/B testing saves you from spending more time and money than you have. It removes the guesswork. Compare two or more variations of an ad or landing page against each other to find out the promotions and calls to action customers prefer.
Are you tracking conversions?
PPC campaigns can only be optimized if you’re tracking what happens after a customer clicks your ad. Whether sales, leads or phone calls are important to your business, there’s a way to track that valuable data.
Do you have a high quality score?
Quality score is a variable used by Google and Bing to influence the rank of ads. Quality scores exist to improve the experience of users who click on paid advertising links, and high quality scores lower the CPC of ads to allow more ads with less spend.
If you answered “no” to any of these questions, it’s time to reevaluate your PPC management strategy. We can help.
Successful PPC strategies
Before we ever suggest PPC tactics, we’ll figure out an overall strategy together, and test different options. We focus on optimization to make your adspend efficient and profitable. Once we understand which ads users are responding to, we can begin to optimize your keywords, ad placement, website, and conversion funnel. You’ll know your PPC strategy is effective when it produces desired results and gives you complete insight, without the worry of having to run it yourself.
We’ll consult with you on what actions to take, then we’ll implement those actions, and provide you with custom reporting and insightful data. If you have questions and want to fully understand how your campaign is running, we can help with that, too. You should be able to explain to everyone in your company how great your PPC campaign is doing, and cite specific data samples.
But PPC is a marathon, not a sprint. Strategies need to be revisited, and what was once effective may change in the future. But that’s also why our clients trust us to lead their PPC campaigns. We stay up to date on digital marketing trends – and we share them with you!
PPC services we provide
Paid Search Advertising on Google, Yahoo & Bing
Advertise within the sponsored listings of a search engine or a partner site by paying only when your ad is clicked.
Display Advertising on Google’s Display Network
Place ads on news sites, blogs and other niche sites across the internet to reach more potential customers.
Put your product images, price, and business name right in front of people searching on Google.
Search and Display Remarketing
Re-engage people who have already visited your website. Previous visitors or users can see your ads as they browse websites that are part of the Google Display Network, or as they search for terms related to your products or services on Google.
Landing Page A/B Testing
Run a simultaneous experiment between two or more pages to see which performs or converts the best. (Despite the ‘A/B’ name, the experiment can be conducted with as many pages as desired.)
Phone Call Tracking
Discover which ads, campaigns, and keywords are driving phone call conversions. Call tracking allows you easily integrate your data to your existing marketing, sales, and analytics systems.
Does PPC sound like the right marketing channel for your business? Get in touch.