Pay-per-click (PPC) advertising can be a valuable complement to an organic SEO strategy. In many cases, we recommend a hybrid approach to your digital marketing strategy that includes the instant gratification offered by PPC with the long term-value of organic SEO.
Why PPC Search Advertising?
Google and other top search engines provide various areas within their search engine result pages (SERPs) that are dedicated to paid advertisements. Unlike organic search results (the “free” results) which takes time and expertise by performing search engine optimization (SEO), paid ads with PPC advertising can be setup and started relatively quickly. Some of the benefits for PPC advertising are:
- Gets up and running quickly
- Pays only when someone clicks your ad
- Gains brand recognition even if your ads aren’t clicked
Our Approach to PPC Management
You want to get the most bang for your buck, and that requires the expert help of a PPC advertising agency. We will first work with you to determine your goals, then we’ll optimize your campaigns to improve factors like quality score, keywords, ad copy, PPC bidding, and more. Here are just some of what we will do to manage your PPC campaigns:
- Assess your goals and define your audience
- Keyword research to target the right audience and align with your goals
- Landing page creation to capture the interest of your audience
- Determination and/or creation of the PPC offer (ex. free download, trial, document, etc.)
- Negative keyword management to ensure you’re not wasting clicks on the wrong keywords
- Continual monitoring, A/B testing, adjusting, and optimizing of your campaigns
One often-overlooked metric we look at is your quality score in Google AdWords. The quality score is a 1 to 10 measure of the quality of your PPC keyword in relationship to your ad and your landing page. Higher-quality scores are rewarded with higher ad positions for a lower price. To illustrate this concept, let’s say you wanted to advertise for the term “men’s shoes” but the page you wanted to send visitors to was all about men’s shirts. Given the fact that most people search for men’s shoes are looking for men’s shoes, your PPC ad and landing page for men’s shirts wouldn’t be the highest of quality for the searcher’s intent. Because of this, Google requires that you pay more per click in order to rank alongside other ads that are more on target. In order to prevent overpaying, we try to break your campaign down into groups of keywords, ads, and landing pages that improve your quality scores, lower your costs, and increase clicks.
Quality scores might be one area to reduce wasteful spending, but it really depends on your campaign. As we get your campaigns optimized, the success or failure of your campaign should become more of a statistical math problem. For example:
1,000 clicks = 100 leads = 20 qualified prospects = 5 new customers
When your campaign is optimized around a digital marketing funnel like this, the results become more predictable. In theory, you should then spend as much as possible on PPC advertising until your new customers reach critical mass. This is where proper PPC management pays for itself.
Is PPC Advertising Right for Your Business?
Pay-per-click advertising can be an incredibly valuable tool for many businesses, but that doesn’t mean it’s right for everyone. Feel free to contact us if you’d like to discuss the pros and cons of PPC or your digital marketing strategy.