Internet-Marketing : Pay Per Click

PAY PER CLICK Internet Advertising

Done right, PPC is online advertising that is one of the most affordable, targeted, instant and flexible advertising options available.  It should be considered as part of every business’s marketing mix.  In most cases, an advertiser deposits their monthly ad budget in “escrow” and the ad program draws against that budget as clicks occur.

Why uses Pay Per Click Advertising?

  • Fast to implement
  • Generates highly targeted traffic
  • Limit your visibility to specific geography target areas.
  • Only pay for results (prospect’s click through to your site)
  • Quick Start/Stop which is good for seasonal advertising
  • Complete Control of keywords targeted and daily budget spend
  • Fast way to test effectiveness of keywords
  • Detailed analytics and results tracking
  • Paired with a good SEO strategy, PPC helps businesses dominate visibility on search results pages
  • Some programs even include phone call tracking
  • Good way to get traffic to a new website while organic ranking is building

Pay per click  “PPC” advertisements are ads (“sponsored listings”) that are displayed to relevant search queries in search engine networks.  The biggest advantage to the advertiser is that costs are only incurred when a searcher sees your ad, is interested in what it says, and clicks through to your website to learn more.  One click = one visitor. 

What does it look like?

How much is PPC advertising?

All keyword clicks are not created equal.  PPC is built on a supply and demand structure.    The more desired a keyword phrase is, the more it is going to cost to get a high placement.  In general, the higher the placement the higher the click cost.   The PPC business model allows site owners to "bid" on the terms they wish to appear for.  You agree to pay a certain amount each time someone clicks on your ad or sponsored listing.  Cost of a click can range from as little as $.03 /ea to as much as $75 and more in very rare cases.  The more competitive your industry and more costly the click.  When budgets and competition are high, the more important it is to engage a PPC specialist.   WSI consultants can help you manage your costs and return on investment with popper campaign set up and advanced automated systems to help you get optimal results.

There are some tools available that will help estimate a recommended budget based on competitive keywords and geographic targeting.  Call us for a demonstration of our keyword research and PPC budget estimates for your situation.

Who should use PPC advertising?

Local businesses –
PPC allows businesses to limit their online marketing budget to a restricted geographic area.   You can target your city, metropolitan area or even narrow your target to a distance radius from your place of business. Contractors, retail stores, professional service providers are examples of local businesses that need to market to local customers.

Regional and National businesses –
PPC can help businesses with multiple locations across the state or nation.  It can also help a local company who wants to attract business from outside their area (local hotel, for example).

Pay Per Click client success:
Our previous PPC vendor recommended taking our PPC spend from $50k/mo to
$75k/mo to maintain the top positions we required. They provided no
accountability through reporting back to us so we decided to make a change.

We transferred our PPC management to WSI and received complete transparency
on how our PPC budget was spent, detail data on keyword performance and
opportunity tracking.  WSI was able to maintain the same PPC visibility and
delivered more visits for less.  WSI expertise and consulting saved us $25k
(to potentially $50k) per month compared to what our previous vendor tried to charge us.

Some PPC Advertising Terms to Know:
Impressions – An impression refers to each time your ad is delivered to a search query.  Ten thousand impressions means your ad was displayed 10,000 times.  This alone has some value in branding.  But, what is most desired is driving visitors to your site who with then respond to your offer or call-to-action.

Click Through and Click Through Rate -   This refers to how many visitors came to your site due to your advertising.  Say your 10,000 impressions generated 1,000 clicks to your site.  Your Click-Through-Rate “CTR” is 10%.   Your Internet Consultant will help you with tactics and strategies to get the best results and CTR.

Budget -  You can limit your ad spend to a maximum daily budget.  And you can even limit your bid on individual keywords. This really helps to keep costs in control.  A limited budget will reduce the number of impressions the program delivers so your spend rate will slow down to your targeted daily budget.  Ask your consultant about researching realistic budgets for your situation and lead generation goals.

How Do I Get Started with PPC?

Most frustrations come from attempts at “do it yourself”.  There are many ways to waste a PPC budget due to poor campaign set up.  So, unless you plan to do daily work in this area and commit extensive time to keeping up with education, trends and tactics, it’s probably more cost effective to work with someone who is an expert in paid search marketing and who is willing to explain the set up and results tracking in layman’s terms.    So, to start, WSI can assess your competitive situation.  With that knowledge, we can help you implement a PPC program that fits your goals and budget.  Whether it be a high-end customized manual PPC management solution or one of our artificial intelligent automated PPC programs, the goal for us is always the same.  We’ll do what delivers the most value for our client’s budget.  

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