We understand that digital advertising can be risky. It’s true. If done correctly, however, it can lead not only to more website traffic, but the RIGHT traffic. By this we mean customers who are looking for something very specific that you offer, and are most likely to make a conversion. Now that PPC ads have been integrated into Social Media, your ability to find the customers you’re looking for has grown exponentially.
Being that PPC is very research-driven, we begin by assessing what conversions are most valuable to you. We find the pages you want customers to view, or create landing pages specific to your PPC ads. It is important to consider the competition, as certain companies have parts of the market locked in, and it can be very expensive to try and top them. In that situation we find alternative venues that will lead customers to the right page. We need find the right areas of the market to target; the ones that get plenty of hits, but are still cost-effective to advertise in. We then research keywords associated with that area that get the most clicks. They get implemented into your ads’ metadata and copywriting. Next we set the cost-per-click (CPC) and daily allowance according to your budget. What follows is a constant flow of analysis and refinement, leading to a report summarizing our success.
The driving force of PPC ads is keyword research, and is also the most time-consuming. Successful advertisers constantly research and refine their lists. This allows us to find the ones that are of most value, at the lowest cost and most relevant to your goals. PPC is all about targeted marketing. We’re looking for the customer who is searching for something specific that you offer, which as we mentioned before, is more likely to create a conversion.
Once your campaigns are off and running it’s time for analysis. Advertising is never a guaranteed thing, but we leave as little to chance as possible. We sift through mountains of data and make educated decisions so your ads are honed to perfection. Luckily, Google Analytics and AdWords provide extremely valuable data down to the last detail. Not only can we see how many people clicked your ads, but more importantly we know their behaviors. When revising ads, we take into consideration what type of customers are doing the clicking, and map out their behavior on each page. That way we can find exactly where they made the conversion, or when they left the site. This helps us determine what changes are necessary. You will get to see all this summarized in periodical reports and in meetings to discuss strategy. We never forget that you’re investing hard-earned money and we want you to get the most for it.
Each PPC campaign requires a great number of tasks. Below you’ll find details on exactly what they entail: