PPC Management

The world of marketing has changed dramatically. No longer do businesses have to chase prospects with traditional advertising like direct mail, phone calls, and newspaper ads. Now your potential customers are searching for businesses on the internet. Businesses that have effective, search engine optimized websites place themselves ahead of the competition. But, what happens if your website is not ranking within the first five results in Google or even on the first page for your most important keywords? Ranking high in search engines is not easy as competition on the web continues to grow.

Implementing an effective Pay-Per-Click (PPC) advertising plan is one of the best ways to get potential customers to your website. Pay-Per-Click, also referred to as PPC, can help your business develop brand recognition, a consistent online presence, and increase your website traffic. When you use PPC, you are reaching people who are actively searching for your services or products.

How Does PPC Work?

Google AdWords is a form of Pay-Per-Click (PPC) advertising which means you only pay when someone clicks on your ad and visits your website. In a PPC campaign, you pay Google to have them list ads for your site at the top and bottom of the search page. When someone clicks on your advertisement, you pay the current Cost Per Click (CPC) from your budget. Once your entire budget has been depleted, Google stops your ads until you replenish your funds…so setting the right budget is important.

Pay-Per-Click advertising works because it engages people with relevant information when they actually need it. Users are searching for specific products, services, and information when they go online. Businesses now have the ability to show a targeted ad at the exact moment a search is occurring. For example, if a user searches for “plumbing supplies in Kalamazoo,” your ad for plumbing supplies in Kalamazoo will appear. Immediacy and relevance are important to busy consumers. They won’t spend time looking, especially when they have an urgent problem or need a product or service nearby.

While PPC is easy to implement, rushing into the process can be a costly mistake. Because it is so easy to create an ad, we find that many business owners often become frustrated because their ad campaigns don’t yield the results they expected and they wasted money on poor performing ads. An effective ad campaign takes planning and research as well as frequent monitoring to optimize each ad you place.

It’s important to understand that a “click” doesn’t guarantee sales – it simply means that someone clicked on your advertisement and will be routed to the web page you specified when you created your advertisement. Not all pay-per-click campaigns result in a purchase. Many businesses use pay-per-click campaigns to sell products but PPC can also be used to promote services, promotional materials, news releases, and other content – all intended to build a brand or share content.

Now that we are well into the age of online marketing and many businesses have developed an online presence, being found online is more competitive than ever. As a result, an effective paid search strategy is becoming part of a well-rounded online presence.

Answer the Following Questions When Planning for Your PPC Campaign:

• What is my primary objective? Brand awareness? Lead generation? Customer conversion?
• Who is my target audience? What are they attracted to?
• What are my keywords? What is my competition ranking for?
• Where should I advertise – Facebook, Google, Bing?
• Where should I place my ads? Should I geo-target my ads?
• What is my ad budget?

We’ll help you determine where you should run your ads and whether a pay-per-click or a pay-per-impression model is better for your campaign. Then it’s time to create a text, image, or video advertisement and publish it to your search engine advertising account.

Google AdWords allows you to control:

• Your monthly budget
• How much you pay per click
• When your ad runs (days/times)
• The pages on your site visitors are directed to (landing pages)
• The ad messaging

Once your ad has been approved and is published, you’ll need to check your dashboard frequently to monitor progress and make any adjustments to optimize the campaign.

A lot of work goes into building a winning PPC campaign: researching and selecting the right keywords, organizing those keywords into well-organized campaigns and ad groups, and setting up PPC landing pages that are optimized for conversions. Competition is tough and you have to be very intentional about how you set up and structure your PPC Campaign. You may not have the time, staffing or advanced marketing knowledge to do this work without professional support.

Many businesses owners depend on marketing professionals to create and maintain their Pay-Per-Click campaigns. Kalamazoo SEO for Growth will work with you on all aspects of a successful PPC campaign. We have the resources and expertise to develop a winning PPC strategy that gets the results you want.

Kalamazoo SEO for Growth provides pay-per-click and pay-per-impression advertising services for Google AdWords, Facebook, LinkedIn, Twitter, and other sites. We will work with you to develop a plan that works with your specific needs and budget.

Let’s Get Started!

Implementing a marketing strategy that includes Pay-Per-Click advertising is an important part of a comprehensive business plan. When you postpone PPC marketing, you are leaving money on the table for your competitors. We can help you develop Pay-Per-Click campaigns customized for your business. Contact Kalamazoo SEO for Growth today to learn what we can do for you.