Pay per Click Marketing – Text Ads on the Search Engines.
Sponsored Search or PPC, also referred sometimes as Search Engine Placements (SEP). These are paid sponsored Ads which are hosted by Google, Yahoo & Bing (MSN). There are 10 positions on the page.
This advertising is primarily bid based with the ultimate placement of the Ads decided by a complex proprietary algorithm which involves over 120 factors on Google alone. 50% of those being related to “Quality Score” the Click Thru Ratio (CTR), and Relevancy.
Over 4 BILLION searches are conducted on a monthly basis on the “big three” (Google, Yahoo, and BING (MSN)). Over 95% of all searches conducted are done on the first page of the search. This means that 3.8 BILLION consumer searches end up making their buying decision with the virtual stores listed on the first page of their search. Of the 3.8 Billion 70% make their buying decision with one of the top listed websites on the first page of the search.
Advertise your product or service by selecting relevant keywords.
Advertisements are associated and linked to keywords selected by the client. Those keywords that best describe the item or service being advertised are selected. The final selection of keywords is also factored by relevancy, competition and at the account level. The client may also choose which specific locationsarea’s, even cities (referred to as GeoTargetting) or choose which times to advertise (Dayparting).
Why is pay per click advertising different from SEO.
You have control of what text appears on the first page, as opposed to SEO which may choose a page with a description text which is not seasonal or up to date.
PPC advertising is up in minutes, SEO takes weeks and months depending on the competition.
PPC ads are 5 times more likely to lead to a conversion, but will receive fewer clicks overall. It’s a quality over quantity argument.
A poorly performing keyword can easily be terminated from a PPC campaign, while
seo sculpting is different with each client, and must be carefully considered, lest one affect the entire campaign.
Perils of running your own PPC campaign & why you may want to consider an Agency.
A PPC campaign if not executed correctly can cost the novice $100 if not $1000’s of dollars in wasted clicks and Ad spend, worse the advertiser has no stated measurement (analytics) or financial goal (Roi).
Certain keyword drive so much traffic that campaign budgets can be burned thru if not carefully researched.
Corporations and small business’s often fail to recognize marketing opportunities they can exploit, by not fully exploring the keyword continuum of the market.
Certain premium keywords are extremely expensive, novice advertisers may find themselves up against players in bid wars, which they can’t possibly win. Don’t bring a knife to a gun fight.
Google, Yahoo & BING’s criteria and policies are extremely frustrating to the uninitiated these policies are being updated or changed monthly. Its not fun preparing your campaign only to be thwarted by another obscure hurdle, or worse not even being aware there is a hurdle.
You can’t leave a PPC campaign on autopilot, it requires daily maintenance, methodical management. If you enjoy burning money this is a great way to do it.
Most business owners do not have the time to manage small campaigns. Larger corporations will often have to hire a person fulltime, who has the skills to effectively run a PPC campaign, or train them (Even more expensive).
What Searchlinqs can do with your PPC campaign.
With over 250 account we manage small to large size PPC accounts. Our experience in each field and industry, has allowed Searchlinqs to spot trends and opportunities for every Search Engine Marketing PPC campaigns.
We are able to make sure your website can support a PPC campaign. We will make sure your site is up to snuff, before you waste your money on bad landing pages. We are not in the business of taking your money if your landing pages or messaging is awful.
All our clients are given comprehensive reports on campaign activity, with recommendations made by our specialists on opportunities, and potential setbacks.
Corporate clients receive specialized keyword research, and special reporting as they require, Your campaigns are managed by the person on the phone, not a sales support person or a talking head, who is not right in the trenches.
Corporate clients have opportunities to exploit Searchlinqs full service packages across the board, with SEO, Social & Mobile & Analytic Tracking. All these parts are co-ordinated fully along with your PPC campaign.
If you have further questions on our corporate or business PPC management programs please call:
Maor Daniel for corporate – 905.669.1655 ext. 333
Albert Sananes for Small to Medium Size – 905.669.1655 ext. 302.
