Clicks are a way to measure attention and interest. If the main purpose of an ad is to generate a click or more specifically drive traffic to a destination, then pay-per-click is the preferred metric.
Once a certain number of web impressions are achieved, the quality and placement of the advertisement will affect click through rates and the resulting pay-per-click.
Search engines do not charge fees to insert a PPC ad or to set up an account. The user pays only when someone actually clicks on his/her ad.
PPC gives immense traffic, quick results, and more hype branding in a short span of time.
As compared to SEO methods, PPC ads can deliver a faster response, if quality ads are posted.
A business can get global recognition, even if it has a small local setup. PPC service is fast, flexible and guaranteed to get you noticed.
Discovery Learn about the client’s business, website, and competitors in order to provide clear documentation to be used throughout all other stages of the project. Project Brief Define client information & business goals along with all required information to properly complete discovery process
Define potential target keywords based on business goals outlined in the Project Brief and opportunities found in the SEO Audit.
Create baseline for current website PPC performance based on analytics, landing pages, and current campaign statistics
Define PPC competitors and Ad Copy based on Keyword Research and determine areas of opportunity and risk
Define Paid Search, Display, and Remarketing campaigns along with ad copy, landing page recommendations, targeting methodologies and recommended budget
Document measurable short-term and long-term goals to evaluate campaign performance
Adjust website text based on the Content Strategy to reflect the keywords targeted in the Keyword Research document.
Implement edits to the website code based on the On-Site Strategy. This includes changes to page elements like meta information, canonical tags, no-follow links, and internal links. It also encompasses revamping sitewide elements like a domain's robots.txt file, sitemap, Google Analytics account, and the domain's connected Google Webmaster Tools account. It can even go so far as to involve changes to social media strategy.
Change bids, ads, and landing pages based on short term performance indicators (daily or every few days)
Make global changes to the campaign based on trends that are identified over time (weekly or biweekly)
Define client information & business goals along with all required information to properly complete discovery process.
Comprehensive overview of campaign and adjustments to the project plan based on the results achieved.
Always remind yourself “who” you are aiming to reach through paid search. When choosing keywords and creating ad text, select terms your audience would search for and create ad text that speaks to their needs. Identify what you would like your user to do once they click on your paid search ad. Ensure you have set up a way to measure success before launching your campaign.
Create tightly themed ad groups with small groups of keywords. Thumb through each keyword and ensure your ad text is relevant to each keyword contained within each ad group. Ensuring your campaign structure is intuitive and manageable will make monitoring your campaign more effective and will allow you to better identify efficiencies and inefficiencies
Be Smart About the Google Network. By default, Google Adwords opts all campaign into the full Google Network. Opting out of the Google Display network is a best practice if you are just getting started. The Display Network will incur thousands of impressions by displaying your ads across thousands of sites.