PPC | Paid Search | Pay per click
One of the biggest factors during this period of change and transition is the simple fact that clients are surfing the net (using Google, Yahoo, or Bing) and are finding product and price points prior to leaving the house. Customers are educated on the in's and out's of products in advance and often are just in store to review and purchase actual product.
Are customers finding your firm? There are two billion websites on the internet and as your digital agency, we want to ensure that once your website is built that we create traffic and therefore sales. Your website is built to do one of two things, its main function is to sell your product or service. Secondarily, your website should be providing information that assist's in selling your product or service, content is king.
There are two ways for your website to be found in the internet sea. One is building your organic ranking through programs like our BFound and Drum programs. The second and most direct way is to drive qualified prospects to your website using paid search. Paid search is sometimes refered to as PPC or pay per click, or pay-per-click.
The PPC message, or ad, is typically shown at the top or to the right of natural, or “organic”, search results on the first page. The PPC ad display is free, you only pay when visitors click on the ad, hence the name Pay-Per-Click. The ad, consisting of a title, a short bit of text, and a link to the site, is displayed when the selected keywords are used in searches. The price of the click is determined on a auction system, based on what advertisers are willing to bid.
Setting up a campaign, here are a few recommendations for our PPC expert Enn Martin:
1) Determine your objectives for the campaign - are you looking to drive awareness or leads?
2) Establish the daily/monthly budget - how much are you prepared to bid for individual keywords, & spend on the campaign?
3) Choose the keywords pertaining to your product or service - how do your customers think about and search for what you are promoting?
4) Prepare your ad with a compelling headline and short offer - why should someone click on your ad?
5) Direct clicks to a relevant landing page - does the page deliver on the promise in the ad? A successful campaign requires ongoing testing, tracking and tuning to optimize.
6) Keywords - which keywords are driving visits and leads?
7) Keyword bids - are you bidding enough to get optimum visibility for your ads?
8) Click-through-rates (CTR) - are the ads relevant to the keywords, andcompelling?
9) Conversion rates - is the landing page offer sufficient?
Pay-per-Click is a level playing field for all advertisers and is an ideal way to drive leads quickly. PPC is also an outstanding real-time source of marketing intelligence, to determine how well your message resonates with those searching for your products. Another benefit is the fact PPC is very useful is directing the efforts of your organic SEO program. To learn more about PPC contact our specialist Enn Martin, he'd be happy to assist you in this regard.
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JBM Interactive is a digital agency in Toronto, Ontario, Canada and our goal is to provide marketing expertise, knowledge and assistance that assist companies in making the change and transition to emarketing, internet marketing and online advertising. JBM Interactive utilizes Google, Google Search, Google Adsense, Google Adwords, Google Analytics, Email Marketing, Social Media, Website Development and Social Sharing technologies in an effort to build companies online presence and online ranking in organic and paid search.
