Pay Per Click Campaigns

A Pay Per Click (PPC) campaign can provide immediate, targeted traffic for your products and services and exposure to a wide range of terms and phrases. Even if your website is well optimized, you may not rank on a wide range of secondary phrases.

Pay Per Click for Market Research

Pay Per Click campaigns are a great resource to research and uncover additional phrases that drive business to your site. One of our clients had an efficient SEO tuned site that that ranked well for a variety of medical procedures. The site was keyword rich with educational information on the practice’s approach to evaluating each injury, treatment options, and a list of physicians that were trained in treating those injuries.

Our Pay Per Click campaign uncovered a large number of searches about recuperating from injuries. This newfound knowledge enabled us to add additional content to address the topic of recuperation and drive more organic traffic.

You tried PPC before and failed

AdWords is an efficient marketing tool, but even with all its polish and sophistication it isn’t a “set and forget” proposition. AdWords has many settings that need to be configured for your initial campaign run. The settings you need are very likely to be different from Google’s default settings. This is especially true during the early stages of the process when you want to be conservative and sort out what works and what doesn’t.

Many people take advantage of the opportunity to try AdWords when Google offers a $100 coupon code. They spend a few minutes, or perhaps an hour, setting up a campaign and then let it run. The initial $100 is rapidly consumed and then – several hundred (or thousands) of dollars later – the campaign is shut off and abandoned as a failure.

What do you need to know?

You need to understand the differences advertising on the search and display networks. You need to know how to select the best sites, when to bid more, when to bid less, and when abandon a term altogether. You need to set where you ads will appear. Should your ads run Worldwide, North America, US only, or within a specified distance of a local address?

Everyone seems to think they know the top words and phrases in their market, but you need to back up your guesses with some research. You also need to know which negative phrases to include, to write targeted ads that mesh with the intent of the search, and to construct special “landing pages” that back up the promise of your ad.

Perhaps most important, you need to review the effectiveness of each of these elements. A potentially great converting phrase can turn out to be disastrous when combined with a word like “Free”. You need to continually tweak and test your ads to improve the click rate, and you need to constantly tune your landing pages to help improve the conversion rate.

The bottom line is that, if you want to launch a Pay Per Click campaign, you need to thoroughly understand the tools and commit the time to test and tune the campaign to achieve the best results.

Do you want to drive more traffic to your site  with a pay per click campaign? – We Can Help!