PPC, What’s in It for Me?

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Pay-Per-Click advertising has become a major focus for many companies due to a number of important factors. One is that this relatively new marketing avenue creates nearly instant visibility for your company, product or service. By placing ads through the purchase of specified keywords, your ad appears in the most visible areas of the search engine results pages. In the case of Google, ads are posted in the top left side of the page in positions one, two and three. There are also another eight potential ads running in a narrow column in the top right of the same page. These positions are the most highly visible placements and capture more eyes than the remaining page which is reserved for “organic”results. These results are achieved through traditional search engine optimization, or SEO.

PPC works by first developing a broad list of potential keywords and phrases based on your company’s business. We then create a series of text ads that incorporate these keywords that will be posted on the search engines. Once this process is completed, we help you determine a budget for a set time frame, such as $500.00 per week or $2,000.00 per month. This can be adjusted upward or downward in near real–time, as needed. The final step is to then place “bids” on each keyword in our campaign with the search engines. If our bid is chosen, our ad will run when that one keyword is used in a search.

We don’t want to get into too much detail, but the highest bidder does not necessarily win the ad placement. The search engines go beyond just bids when considering which ads should be run. They also consider which ad is most likely to be clicked.

PPC is very easily trackable through stats software supplied by the search engines. So, we can readily identify which keywords are being used by consumers to search for your business offerings, as well as which ones they choose to click on to go to your web site. This kind of intelligence is extremely useful in the development and maintenance of a paid search campaign. It allows us to quickly adjust to visible trends by consumers and allows us to add or remove specific keywords from your campaign in order to increase your
click-through rates.

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