Pay Per Click Management, or PPC, is pretty simple: Search engines like Google and Bing allow businesses and individuals to buy listings in their search results. These listings appear along with the natural, non-paid search results. Pay-Per-Click Management campaigns are the primary way of advertising on the Internet. As of June 2013, the three largest players in the market are Google, Yahoo, and Bing.
Pay per click advertising is a great way to get visitors when you need traffic and you need it now. But it’s risky: With poor management, you can spend a fortune, generate many visits, and end up with nothing to show for it. This article will provide you with a high-level view of pay per click advertising, and some general strategies and provide an example of what to do, and what not to do. But PPC advertising can cost a fortune. It’s easy to get caught up in a bidding war over a particular keyword and end up spending far more than your potential return. ‘Ego-based’ bidding, where a CEO/marketer/someone else decides they Must Be Number One no matter what, can cost thousands of dollars. Also, bid inflation consistently raises the per-click cost for highly-searched phrases.
This inflation is caused by ego-based bidding and by the search engines themselves, who impose quality restrictions on many keywords. These quality restrictions increase the cost per click even if no one else is bidding.
Junk traffic can suck the life out of your campaign. Most pay per click services distribute a segment of their results to several search engines and other sites via their search partners and content networks. While you certainly want your listing displayed on Google and/or Bing, you may not want your listings showing up and generating clicks from some of the deeper, darker corners of the Internet. The resulting traffic may look good in statistics reports, but you have to separate out partner network campaigns and carefully manage them if you’re going to see a return.
A PPC Management lets you determine exactly who comes to your website. You only pay for clicks to your website if a person clicks on a search engine result, link or banner and lands on your website pay for performance advertising. If the person only sees your link, but does not click through, this is called an impression. Impressions are the number of promotional units a person is subjected to you; you do not have pay for impressions. There are also pricing models based on impressions, which charge per thousand (CPM). Whether or not the purchase of impressions is interesting for you depends on your product and target audience.
Quality traffic will bring you a higher percentage of success, in terms of seeing your visitors complete a transaction, or subscribe to the service that you provide. Conversion rate analysis will allow you to determine which traffic sources turn visitors into leads and sales.
Conversion rate is the statistic that tells you what percentage of your visitors is converted from visitors into customers/ leads. High quality traffic will deliver a higher conversion rate. Conversion rate is another way of talking about your return on investment (ROI) and acquisition cost-per-visitor.
1. Source Management – Though Google represents 60-70% of search engine users, this does not mean that we should ignore the other 30-40%. There has never been a study showing that Google has a higher conversion rate than its competitors on its paid ads. Therefore, if we can provide a click for $0.25 on Microsoft vs. $1.00 on Google, we just yielded 4 clicks for every 1, cutting costs by 75%.
2. Bid Management – MOVE IT UP Marketing will provide the highest paid ad placement for the least possible bid.
a. By looking at our clients' top competitors and the keywords these competitors have in common, we can bid appropriately.
b. When our client’s competition increases or decreases their budget, re-bidding is done to ensure the most clicks are received for the least possible cost per click.
3. Keyword Conversions – Which keywords converts the most sales for your business?
a. Our Internet Marketing Experts will look at all the keywords in our clients’ campaign and focus our budget on the keywords that have shown to have the highest conversions.
b. For example, if a keyword converts at 3%, another at 1.5% and another at 1%, it makes more business sense to allocate the majority of the daily spending towards the keywords converting at the higher rates.
4. Professional Advertising Copy – Our group of professional copywriters will write and re-write new ads to ensure the highest click through rates are obtained.
a. There are letters in the alphabet and words in the dictionary that are shown to have a higher advertising impact. We know them and will apply them towards your accounts.
b. Our Internet Marketing Experts also provide A/B testing, optimizing ads that convert more clicks into sales.
5. Increased Click Through Rates – Our PPC Management team will take count of the total number of impressions made vs. clicks received to ensure that our clients have a high click through rate.
a. Increasing Click Through rates mean more people come to your website.
b. Increasing website visitors means more sales for your business.
6. Monitoring for PPC Fraud – By monitoring IP addresses, we can see if competitors are clicking your ads maliciously.
a. Our team of Internet Marketing Experts monitor where clicks come from and look for suspicious activity.
b. If one of our PPC Management team members notice any clicks that are not’t from potential clients but rather from a competitor, we notify the appropriate Pay Per Click (PPC) supplier (Google, Yahoo! or Bing) immediately.
c. Once the pay per click provider agrees that fraud has taken place, a credit will be issued to our client’s account.
7. Measuring Click Values With Conversion Tracking – When a prospect clicks your PPC ads, a cookie will be downloaded to their browser. The PPC Management Experts here at MOVE IT UP Marketing will provide HTML coding for our clients site that tracks these prospects from click to conversion, providing valuable data such as cost per conversion and click-conversion ratio.
a. We then use this data to further optimize our client’s Pay Per Click campaign.