Pay-Per-Click Advertising

Accurate tracking is crucial for PPC success. We provide basic analytics and conversion tracking codes, which our team can install if needed. We’ll work with your team to ensure every conversion point, such as lead forms, eCommerce checkouts, phone calls, emails, and downloads, is accurately monitored and counted. If required, we can recommend an affordable third-party call tracking solution.

Choosing the right platform is essential to achieving your goals. While Google Search is often a good starting point, other platforms like the Google and Yahoo display networks, YouTube, and Bing offer unique advantages. Display networks can be cost-effective for branding with lower click costs, while YouTube can build awareness and generate leads. Bing offers lower CPCs and can be a source of cost-effective traffic. We will discuss the pros and cons of each platform to find the best fit for your campaign.

The success of any PPC campaign hinges on keyword selection. We use a comprehensive, long-tail keyword approach to reduce costs per click and increase relevance. General terms are bid lower due to lower conversion rates. We continually research and analyze data to determine the ROI of each keyword and decide if it’s worth bidding on.

We may target competitor brand names as keywords, which are often overlooked and cheaper. This strategy can attract highly relevant clicks and customers ready to decide. Effective competitor campaigns require well-crafted ads and landing pages highlighting your key differentiators. Although not major lead generators, competitor campaigns are usually very cost-effective.

Negative keywords filter out unwanted traffic triggered by your keywords. Google has reduced search query transparency, making it essential to develop negative keyword lists through research. We use negative keyword lists from previous clients and industry best practices to ensure your budget is spent effectively. Regular reviews and additions of negative keywords are part of our standard procedures.

Google has revised match types since the pandemic, impacting advertisers. See below for a brief overview of Google’s match types:

We utilize proprietary bid management software and expertise to bid on the keywords that best reach your target audience at the most cost-effective rates. Generally, the top 4 positions are ideal for market share, while lower positions might be better for cost-effective conversions on a smaller budget. Automated bidding must align with campaign goals and have sufficient data. We’ve seen it go awry without careful monitoring. Adjusting bids by keyword is just one method we use to manage bids effectively.

It’s a common mistake to treat all traffic equally. We analyze mobile, tablet, and desktop traffic individually. Mobile traffic often converts less online but more via phone calls, while tablet traffic typically underperforms. We adjust bids for each device type to ensure ROI makes sense, enabling click-to-call for mobile and potentially lowering bids for less effective devices.

Adjusting bids by time of day and week ensures we’re paying what a click is truly worth. Being more aggressive during peak times and saving money during off-peak times optimizes budget use. Smaller adjustments by day of the week also help refine spending based on performance data.

Crafting the right message is key to successful PPC marketing. We combine your messaging with our best practices to create effective, compelling ads. Both text and image ads are split-tested continually to optimize performance. Google’s evolving assets are crucial, and we focus on the most impactful ones to improve conversion and click-through rates.

Remarketing, or retargeting, is vital for digital marketing success. It targets previous site visitors with low-cost ads, increasing brand recognition and conversion rates. We offer basic site-wide remarketing as a complimentary add-on to Google Search and Display specialties, turning one-time visitors into customers affordably.

Quality scores are essential for PPC success, influencing costs per click, impression shares, and ad positions. We regularly review and optimize quality scores by ensuring click-through rates, ad relevance, and landing page experience are all high. This focus can transform a campaign from good to record-breaking, impacting CPA and ROAS significantly.

Depending on campaign size, you’ll receive reports monthly, bi-monthly, or weekly. These reports help you understand performance, areas for improvement, and next steps for scaling successful efforts. Our transparency and commitment to regular communication contribute to our high retention rates, consistently delivering results and maintaining long-term client relationships.