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What is Pay-Per-Click Marketing?
Pay-Per-Click (PPC) marketing is the newest addition to online
advertising and is an extremely effective method to direct
qualified customers to your business. Search engines such
as Google, Yahoo, AOL, MSN and others allow advertisers to
competitively bid for placement in users' search results.
Advertisers select keywords that best describe their business
and then bid on those combination of words. The higher the
bid, the higher the ranking in the search results.
PPC is a unique form of advertising and can be an excellent part of an overall marketing plan.
Is Pay-Per-Click marketing right for my business?
Most businesses can benefit from well-orchestrated PPC marketing
because customers already interested in your specific business
are being directed to your site. How much you benefit directly
depends on the nature of your business and the effectiveness
of your campaign. Remember this is only one part of a properly orchestrated internet marketing plan.
A well-managed marketing campaign is the key between making
and losing money with PPC. Without the proper experience you
can easily deplete your advertising budget in a heartbeat
with nothing to show for it. This is where our team, our tools
and our process can make the difference between a successful
campaign and a waste of both your time and money.
We tried PPC on our own, but spent our month's budget in one day. What happened?
This is a very common experience for a company attempting
PPC on their own. A number of things likely contributed to this
scenario.
First, you may have been thinking that the goal of the PPC
campaign was in driving traffic ('hits') to your business,
when in fact, PPC should be used to attract qualified customers,
not traffic. Conversion from visitor to customer is the holy
grail of PPC marketing. Attracting many visitors to your site
(by either top ranking or generic search phrases) is not the goal --
attracting those who will buy your product or service is.
Secondly, in attempting to get hits, you may have bid on a
heavily-trafficked, but relatively generic, search phrase.
Even if you landed a low bid price for top placement, the
huge volume of traffic on your generic phrase means that you
spent your month's budget on underqualified customers.
Thirdly, you may not have taken the time to do extensive research
on targeted phrases appropriate to your business, and run
model predictions on expected levels of traffic, conversion
and ROI.
Lastly, you may not have tested your search phrases to see
if they resulted in conversions as well as traffic.
We avoid all of these mistakes thoroughly assessing combinations
of potentially hundreds of phrase bids in order to choose
the most effective combination of search phrases and bid prices
for your goals and budget. Our extensive campaign planning
is designed to avoid pitfalls while providing ongoing returns
and improvement to your campaign.
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