Pay-Per-Click (PPC) Campaign Strategy & Development
Well-managed and optimized PPC campaigns can often be self-financing and scalable.
PPC is Pay-Per-Click advertising, sometimes referred to as “paid search advertising” or “search marketing.” It’s a discipline of online advertising, where links are purchased on search engine results pages (SERP), websites, blogs or content sites. When you market through paid search, you pay a fee to have your website displayed on search results pages when a user types specific keywords or phrases into a search engine. The SERP will then serve up the ads that you’ve created, directing viewers to your website. The denomination of the fee you pay will be based on either clicks or views of these ads.
PPC is a target marketing tool unlike traditional advertising methods. It reaches site visitors who have previously expressed interest in a product or service offer by selecting and clicking on specific advertisements.
Types of Paid Search and PPC
The Search Network (keyword and search query-driven)
Google’s Search Network is a group of search-related websites where your ads can appear.
Searching is when a user types in keywords or a phrase into a search engine (like Google) in order to see relevant results. For example, let’s say that a user is looking to book a resort vacation in Orlando. They should be served ads that relate directly to that search query they typed in to Google’s search bar. The Search Network allows you, an advertiser, to bid on keywords that correlate back to what users are querying.
The Display Network
Google’s Display Network is an extension of the Search Network that reaches users as they’re surfing the web. Let’s say a user is looking for family vacation videos from Cabo San Lucas, Mexico on YouTube. They want to book a stay there and they’re not sure which resort is family-friendly. As they watch the videos, ads will be targeted to them based on the content of the site, or their past browsing behavior depending upon advertisers’ targeting selections (keyword/contextual, interest categories, demographics). Advertisers can check their placement reports to see where their ads are being displayed. A plus of advertising on the Display Network is that you can use both text and image ads, expanding your creative license to connect with your audience.
Remarketing & Retargeting
Remarketing has been historically defined as gathering visitor’s information and using those data points to market or remarket to that user later. Google uses this term for their version of “retargeting” campaigns that are run directly inside the AdWords platform.
Retargeting is the general term referring to online search and display ads that target users based on cookies. Advertisers cookie users based on a visit or action and then serve ads as they browse the internet via display placements or search via paid search ads.
Remarketing/Retargeting is an extremely effective tool that targets your ads to display to people who have expressed interest in your site. It allows you to concentrate on the people who are in-market and remind them why your product or service is the right choice for them. Learn more about our Remarketing & Retargeting Services
Gmail Sponsored Promotions
Gmail Sponsored Promotions (GSP) is an extremely targeted vehicle for your marketing messaging. GSPs allow users to reach their audiences based on email address, email subject line, job title, domain, and product category. It’s an attractive funnel to promote your calls to action to select Gmail users. Learn more about our Gmail Sponsored Promotions Services
Top 5 Advantages of PPC
Your Cost Per Acquisition can be measured by the following:
- Impressions (volume and percentage of potential traffic/users your ad is displayed to)
- Click-Through Rate (CTR) (The % of impressions that engage with your ad by clicking on it)
- Average Cost Per Click (CPC)
- Conversion (the % of visitors that convert or take a desired action). Learn more about our Conversion Rate Optimization Services
PPC: Our Process
- Research; competitive and marketplace analysis
- Determine value of customer by type and transaction
- Establish goals
- Determine KPIs and how they’ll be measured
- Research and select keywords
- Determine campaign grouping of keywords
- Identify long-tail keyword opportunities
- Identify negative match keywords for cost savings
- Creative; ad writing and banner design if applicable
- Landing page identification and/or creation and optimization
- Structure campaigns and optimize match types
- Optimize ads with site links, product, location, call and social extensions
- Optimize for mobile
- Set targeting for demographics, Geo/location, ad run scheduling/day-parting
- Submit ads & creatives for approval
- Implement tracking and testing analytics codes, pixels and parameters
- KPI driven PPC bid management; human managed but dynamically data-driven at enterprise level
- Ongoing ad copy and landing page testing
- Ongoing keyword research, expansion and elimination of under-performers
- Impression share
- Click-through rate (CTR)
- Cost per click (CPC)
- Cost per lead (CPL)
- Cost per acquisition (CPA)
- Conversion rate
- ROI at keyword, ad-group, campaign and aggregate level
- Text ads through contextual networks
- Display ads through content networks
- Re-marketing and re-targeting through search and social
- Gmail Sponsored Promotions
- Social advertising such as Facebook and LInkedin
We Implement, Measure, Evaluate, Think, Report, Innovate, Test and Repeat.