Pay per click (PPC) is an online advertising model used on search engines, advertising networks and content websites. The main player in this space is Google. Google’s advertising revenue comes mostly from PPC in the form of Google AdWords. In 2015, Google’s advertising revenue was $67 billion, up from $59 billion in 2014. PPC advertisers only pay when someone actually clicks on one of their ads which will then take the user directly to their website or landing page. With search engines, advertisers generally bid on keywords or keyword phrases that they believe a typical customer may use to search for their product or service.
Our goal with our PPC clients is to continue to decrease the cost per click and increase conversions to get the best cost per sale that we can. Our PPC service includes much more than just running AdWords. It encompasses all the networks you would expect, from paid search to paid social. With the majority of our clients, we save them more than our management fee within the first 90 days.
Customer acquisition costs money. Whether you purchase a billboard, pay for a radio spot or invest in online marketing, advertising costs money. The good news is PPC marketing is one of the most accountable and measurable forms of marketing. Every time your ad is clicked, sending a visitor to your website, you have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial because the visit is worth more than what you pay for it.
The success of a PPC campaign is simple math…but understanding what goes into the equation is where our expertise lies. In our experience, when JLB Florida takes over management of your PPC, you will see a 40-70% ROI. Whether we are building a PPC campaign from scratch or taking over an existing campaign, we start by gathering a thorough understanding of your business, your goals and the competitive landscape.
PPC Campaign Strategy
Now that we have a handle on your business and your specific goals, we begin to build out your campaign by identifying the keywords and keyword phrases we want to target. We write our first round of ads and install conversion tracking codes on all relevant web pages that we want to track an action.
Great campaigns are only discovered through testing and tweaking real data to optimize results. Our team A/B tests multiple forms of ad copy to draw in specific audiences to gain more targeted click-throughs, increasing your PPC ROI. We will make bid adjustments by location (city and state) and bid adjustment by desktop and mobile devices.We pause what’s not already working and add negative keywords to improve campaign relevancy and reduce wasted spend. Our talented team will stay on top of your campaign to optimize each phase of the process.
You’ll know exactly what we know, and what it means…there’s no hiding data. You’ll receive a monthly report breaking down the results of your campaign. We believe in transparency and showing our clients all the metrics available to us. We may be the experts in PPC but you are the expert of your own business. By working together, we can meet the search engine marketing goals you have set forth for your business. As an easy to setup and ongoing service, PPC can serve you for the lifetime of your business so you can receive the ROI you expect.
The best search engine optimization (SEO) campaign coexists with a carefully maintained and regularly improved search engine marketing (SEM) plan. Take advantage of every opportunity to direct targeted traffic toward your websites. Increase your scope in search engines by targeting hot words & phrases which your site is not yet organically ranking for in SERPs (search engine result pages). Target competitive commercial keywords – even if your website is ranking strong organically for them – because, inevitably, your organic listing will capture a small portion of the traffic that a top ranking AdWord would capture for the same keyword.
As Google heavily monetizes commercial inquiries by driving the bulk of search traffic into the central top 3 AdWords, studies show that companies not actively promoting their brand and services through pay per click ads are missing out on the bulk of possible search engine driven traffic. Money that your company has been spending on search engine optimization (SEO) campaigns should complemented with AdWords.