Pay Per Click(PPC) Services
What is Pay Per Click?
Pay per click has quickly become the best way to advertise your company online. The term pay per click, or PPC, is exactly as it implies; You pay to advertise based on the number of click. The way is works is based on a system of bidding for keywords or phrases that are important for your business. A webmaster will select important phrases the they want to advertise for, and they bids are placed with the search engines to be placed for those works. Now search engine marketing, or SEM is very different than search engine optimization, in that PPC is paid form of advertising.
In order to do pay per click, you will need to register for an account with the appropriate search company. Once your account is setup, you will be able to start creating ads and get them live within 15 minutes. For an account to be setup correct, a full analysis should be conducted of competitors, money words, research words, and approximate cost/spend per month. Before you start you will want to know how much you plan to spend and how effective it is likely to be.
How is a PPC campaign started?
The first thing to do is setup an account with the appropriate search engine, typically this is Google, Yahoo, or MSN however there are a few other players. The next step will be to use their internal tools to conduct basic research about the key phrases that you want to go after. This research is essential to creating a successful campaign, and one that will make you money and not lose you money. Once your account is setup, and some basic research has been conducted the real work can begin.
Keyword/Keyphrase research for PPC
Researching the important words and phrases for PPC is done slightly differently than for an SEO campaign. You will be looking to identify the best converting words for the money. What this simply means is that there are two important factors in choosing what words to advertise for; 1) How much is the bid price? 2) How often will those words convert? For a new campaign there is some discovery work that must be done to identify the best words for your business. This process involves close monitoring and analysis to quickly identify the best words. Now there are many different reasons to advertise online and not all of those are for converting keywords. Some companies are looking for brand recognition and to get their name out there, while other businesses want to closely monitor their cost per aquisition(CPA).
Analyzing the competitors that advertise online
All good marketing campaigns begin with an analysis of the industry and the competitors of the industry. Setting up a PPC campaign is no different, and a good amount of time needs to go into what your competitors are doing to advertise using PPC, as well as other marketing avenues. If possible you will want to get a sense for how much they are spending, or how agressive they are being with regard to their PPC campaign. You will want to find that niche that none of your competitors are going after, the low hanging fruit will be the best place to spend your PPC budget.
How to set a PPC budget?
Setting a PPC budget is sometimes difficult, and if you don't have any idea about the right keywords, the competitors, nor the budget amount it can be quite difficult. If you are just starting out, good way to begin is to relate this new form advertising to all the other ways you are currently advertising, or traditional ads that you may be running. As your campaign grows you will want to tightly control your budget and analyze the profitability of the ad spend related to new sales, or customer growth. With pay-per-click there are analytics tools that will allow you to tightly control your budget and to work to limit the ad spend. One of the best tools is Google Analytics. This tool is the premier way to analyze your results and to get the best bang for your buck.
Most customers start out with what they are comfortable with, and with all PPC campaign tools you can easily limit your budget to any amount. You can decide to spent $10 dollars per day, or $5,000 per day with just a few simple steps. You can also easily set how much you want to spend on any particular phrase, and limit the amount you are willing to spend. Advertising online with PPC is very easy, but doing it the right way is very complex.
Local & Geographic Targeting for Pay Per Click
With the internet advertising tools available today, you are able to setup local, regional, station, and continent based campaigns that may or may not target the same groups. If you have a small local store, you can use the tools online to target only "Los angeles termite removal", and your ad will only show in this area, however, search engines not 100% effective at GEO targeting. Once your campaign is setup, you will be able to monitor the conversion rate, and ad spend. To make certain that you are doing it right you will need to setup the proper analytics tools.
Dip your toe in the water? Or jump right in?
This debate has raged on ever since the start of pay-per-click online. The debate as to start off slow, or go at it full force with the PPC campaign. Most PPC campaigns analyze the success of your ads over time, and develop a history for your account, your ads, and your keywords. This goes back to the same analysis of who are the customers of the search engines? The search engines only want their search visitors to see relevant ads, and ads that are what the searcher is looking for. So, as your campaign begins to mature, Google for example, will build a history based on the performance of your ads. This performance can lead to a decrease in the cost per click (CPC) that you are paying for a keyword. This lower CPC is due in part to the click through rate that your ad is achieving. The click through rate, in combination with other relevant factors may lead to you receiving a lower CPC for the display of that advertisement.
How much are your PPC management services?
Minimum Requirements:
Our PPC management services are limited to customers who want to spend a minimum of $500 dollars per month on each of their selected search engines. Our standard rates are 15% of the monthly spend up to $10,000. Our minimum service fee is $400 for all accounts. For all accounts spending more than $10,000, we will prepare a customized quote for your account.
Account Setup:
The cost to setup a PPC campaign is $500 dollars for up to 250 keywords. This will include keyphrase analysis, ad creation, campaign creation, and account configuration. This fee is waived for all PPC accounts that sign a 1 year contract.
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