What Is Pay Per Click (PPC) Advertising?
Pay per click advertising is a smart way to bring in visitors when you need traffic and you need it now. However, it is important that you know what to do, and what not to do when managing your spending. Emerging trends in paid search point to the continued use of paid search advertising using specialized targeting.
Pay Per Click advertising, or PPC, is simple enough: Search engines like Google and Bing sell you listings in their search results. These listings near the non-paid organic search results. The search engines get paid when a visitor clicks on your online paid search listing. It is simply payments and commerce. You pay, and it results in new business to your company.
This is great right? Everyone is happy! Well, kind of… PPC advertising can burn through money rather quickly if it is not managed right. You need a really good strategy to make sure the words that get clicked on are the one that actually turn into buyers. Getting caught up in a bidding war over a particular keyword when you decide you just have to show up as number one can cost you thousands. This is when someone “thinks” you should show up and lets Google “help” you spend to get there. Notice how we used quotes to indicate that they involve the exact opposite!
There is a tried and true processes most firms that manage paid search advertising employ. However, they are not always the same and don’t always get the same results. In today’s world, you should not even run into a firm that doesn’t have a process in place (keywords, dynamic keyword insertion, etc).
Why Paid Search Online
With great management comes great results! Find an agency who can both manage bids, create ads and also create landing pages for your ads. Find an agency who can tell you about how much your budget will produce.
Then, please, please, please… have a lead follow up system in place. When you get a lead from in Internet, it’s like a baby that needs nurturing. Sending an email or one phone call likely won’t cut it. You have to have created something of value to get them to click on the ad, so don’t drop the ball now. The industry average of follow ups is roughly 5-7 before you hear ANYTHING back. But, if you have a plan, stick with it and it won’t fail you!
What do you want or need to accomplish with PPC advertising? You need to come up with what I like to call a plan trifecta: Love. Like, Need.
What results would you love, what do you really want and then what do you Need to even bother with all this stuff!
From there you can figure out a budget.
Figuring out the keywords you need to target is critical to a return on investment from Paid search advertising. You’ll get asked which are your most profitable services or products, where buyers find you, your competitors, etc.
By going through this process, it helps identify the BEST keywords to target as you likely don’t have an unlimited budget.
I managed a paid search spend of over a million dollars a MONTH, and we still couldn’t choose every keyword we wanted!
Once you figure out the keywords you should be ranking for, you need to set your budget to get there. This DOES NOT mean you need to be number one for everything, you just need to get enough leads to meet your goals. This is also where the love, like and need goals come in. You can attach a budget to each one of them. You can set your ROI ratios as you start to get results to tweak your campaigns.
Look at it this way, if you gave me a dollar and I gave you back two dollars, wouldn’t you be trying to find as many dollars as you could to give me?
Once you have your budget, now the firm goes to work to maximize your returns. In some cases, a small change can make a big difference.
Also, the plan included tracking that can tell you where you are actually getting sales from so you can move your budget to the most profitable efforts.
Why Choose Us
- We’ve managed millions in paid search advertising dollars
- You get a structured plan to boost your paid search results
- Your spending is based on your goals not hits
How About A Free Consultation?
Curious about how pay per click advertising could take your business to the next level?
Have you “tried” pay per click and it looked like a bad slot machine result (yea, we’ve all gotten those free ad money coupons)?
Let’s talk and we can discuss where you want to go and what it will take to get there.
This isn’t some thinly-veiled sales call, it’s a real evaluation of what you are doing online (or should be doing).
We really want to help, especially if you are just in the research phase of “what next” or thinking about hiring “an entry level” person to help with your marketing or to handle online ads.
We might not be a fit right now but we can give you some great advice so you don’t get taken advantage of.