PPC Pay Per Click Advertising
PPC is also known as Pay Per Click Advertising and is a very effective tool in search engine marketing. Over the last few years, the major players in PPC were Google Adwords and Bing but more recently Facebook, Instagram, and Twitter (among others) have offered their own versions of PPC advertising. We tend to focus on Google Adwords and Facebook, Instagram and Linkedin ads as the most important only because they’re currently the most effective.
PPC is a method of advertising on Google and or Facebook to reach customers that are looking for goods and services that you are offering. While advertising may seem like an obvious and easy process it’s not. Google and Facebook are very complex platforms and it’s become very easy to waste money advertising. The point is that if done properly advertising on Google and Facebook can generate great returns, increase web traffic, leads, forms, calls and ultimately sales.
How it Works. Most people “google” for information. They go to Google and type in “search term” or “keyword” to find out what they are looking for. For example – if you were looking for a restaurant you may search “restaurants near me” or a refined search like “Italian restaurants near me”. In general, the first results you see are “paid” results – restaurants that want you to choose them first. The next results are organic results – those businesses that were smart enough to get Google to include them in the search results. We are simplifying here but there are many ways of getting your ads to show on Google and Facebook when you are advertising.
Our process is pretty straightforward. Step one is to identify a budget and goals, then create keywords
- Ad Creation
- Management & Reporting
Goals. Goals are different for every business. Generally, increased traffic, forms, leads, phone calls and sales the general options. There are hundreds of goals depending upon the level of expertise and what we are trying to track but to simplify – we will help you set goals based on your budget and help you increase web traffic, leads, calls, and sales.
Keywords. Keywords or Search Terms that we develop for your campaign which are used to attract potential customers. A lot of effort goes into selecting keywords so we will study your business, set up analytics to so we can track how people are finding you and create a constantly changing keyword campaign for your business. It’s ever-changing because in PPC advertising change is constant so keywords must be monitored, modified and tweaked often.
Ad Creation. For every keyword that is entered into a Google search, a corresponding ad needs to show. The performance difference between a good ad and a great ad can result in a huge variation of ROI for your campaign. That’s why Google Adwords is both complex and important. We have years of hands-on experience creating highly effective ads designed to generate traffic, leads, forms, calls, and sales. We are in this with you for the long run so it’s critically important that we create the best ads for your business.
PPC Management and Reporting. As described earlier – your advertising dollars are critically important. The daily management of your PPC campaign will determine the effectiveness of your investment in advertising. We set up reporting using both Adwords and Analytics to make sure that we know what’s going daily, weekly and monthly so that your advertising dollars are invested wisely. You will get weekly updates and have access to us to review and discuss your campaign performance.