“Pay-per-click advertising is the greatest direct response medium ever created.”
This statement has been made over and over again by more than one national magazine, newspaper, and business guru. Some businesses have pay-per-click marketing to thank for their entire existence and growth, while others have replaced their traditional advertising budget at a fraction of the cost to advertise online with better results. Targeted traffic is the key difference between casual browsers window-shopping on your website and hot leads and prospects likely to contact you – and buy from you.
Do you need search traffic right now?
Maybe you’re running a seminar or have a promotion you want the world to know about. PPC is your go to channel and an integral part of the search engine marketing process. The fact that PPC campaigns are so hyper-targeted means that they can be hyper-effective – if your campaigns are run by people with the right know-how. We are nothing less than PPC ninjas, helping our clients maximize ROI and capitalize on CPA (cost per acquisition).
How can PPC help my business?
Integrating a pay-per-click (PPC) advertising campaign as part of your overall online marketing strategy can help you supplement – or even replace – your traditional advertising strategy. Implemented correctly, PPC can be an extremely effective tool to help bring qualified, targeted traffic directly to your website.
The problem, however, is that companies are often eager to jump onboard with PPC campaigns – but once they’re set up, they don’t know how to keep them running smoothly, efficiently and effectively. We are experts in maintaining the cycle that keeps your PPC campaign running at peak performance:
1. Identify and Pause Keywords that Under-Perform
The key to successful PPC campaigns is carefully monitoring performance and analytics to find out what works and what needs to change. We start by examining Google Analytics to pinpoint the keywords that led to only little time spent on the site, and pause them.
2. Perform A/B Testing on Your Ads
A/B testing – or split testing – is a classic and effective testing method that compares two versions of a sample with one specific difference in an otherwise identical environment – and is an excellent way of gauging the effectiveness of your PPC campaigns. By creating a second, similar version of your best performing ad, we determine whether changing a specific part of the ad results in better click-through rates or conversions. Generally, A/B testing for PPC campaigns focuses on adjustments in the message content, including the headline, body copy, and call to action.
3. Research and Add New Keywords
For a PPC campaign to reach its full potential, keyword adjustment must be an ongoing part of the process. We continue to perform additional keyword research to add more – and better performing – keywords to your existing ad group and your new ad groups. We use various trend tools such as Google Insights, Google Trends and even Twitter Search to discover new keywords that can help drive more traffic and increase conversions.
4. Adjust Your Bid Strategy As Needed
Once our research has helped us to discover new keywords, and our analytics have told us what your best performers have been, it may be time to adjust your bids in order to stay competitive and obtain the best results. Keep in mind that the best results for your campaign may not mean reaching for the top position; sometimes slightly lower positions – second through fourth – are attainable at a significantly lower cost without sacrificing results.
5. Test Results with Optimized Landing Pages
With your ad copy, keywords and bidding strategy optimized for top performance, the next consideration should be a landing page that drives results. This is another instance where A/B testing can help us compare two versions of similar test subjects to determine which is more effective.
Whether you are looking for a Google Adwords campaign, a Facebook advertising campaign, or a retargeting campaign, our certified experts can help target the right audience, optimize performance, and measure results.