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Pay-Per-Click Management

Data-driven advertising, measured ROI

Decrease your acquisition cost and increase your ROI.

Being there at the right moment.

Timing is indeed everything. You need a way to present your product or service to customers when they are searching for it at the right moment. SEO would take too long because you need to get leads this month. So, how do you attract those qualified, interested leads to your website? In short, you obtain them through pay-per-click advertising.

Pay-per-click (PPC) is an online advertising model where the advertiser pays when a user clicks on their ad. PPC provides a faster entry than SEO. It is easy to measure and track, works with other marketing channels and provides useful marketing data. With nearly half of small businesses using pay-per-click advertising, there are millions of people just waiting to find your business.

Brand awareness

Brand awareness is the level of familiarity and recalls consumers have of your business. It is the first step of the marketing funnel. Its traits include visual aesthetics, emotional appeals and name recognition. A company with strong brand awareness has trust, perceived value and positive experiences foremost in their customers’ minds. Multiple marketing channels such as display ads, mobile, paid social, paid search, sponsored content and video can be utilized to enhance brand exposure.

When you have a runny nose, you grab a Kleenex. Then, you start getting paranoid and Google the symptoms of influenza. Finally, you realize it is your pollen allergy, and you grab a Coke to relax. For instance, did you notice how these brand names are used as nouns and verbs? They are excellent examples of good brand awareness. These brands are so rooted in our subconscious minds, we replace common words with brand names.

PPC management

Pay-per-click management involves maintaining and monitoring a client’s pay-per-click ad spend to maximize their return on investment. Effective PPC management includes keyword analysis, competitive analysis, channel strategy, campaign optimization, monitoring and reporting. Pay-per-click ads are prevalent on search engines, social media platforms and websites.

For example, think of PPC management as a boy scout building and maintaining a campfire. First, he has to lay down a bundle of dry tinder and add dry kindling on top of it. Then, he places dry firewood on top and ignites the tinder. If he turns his back to the fire for too long, it could go out or become an enraging inferno. Similarly, PPC management is like building a fire, it is an art where perfection is not possible but is the goal.

Retargeting

Retargeting is a form of digital marketing which serves display ads to users who have visited your website, or specific web page and have not taken a specific action. Websites that participate in an advertising display network serve display ads. The most popular networks are Google Display Network (GDN), Microsoft Audience Network (MSAN) and social channels like Facebook and Instagram.

In the movie To Catch a Thief, Cary Grant’s character, a former jewel thief, “pays” a visit to the police station. After being released, he soon realizes that undercover police officers are following him. It seems he is being followed everywhere he goes. Whether he is at the beach, the hotel or the villa, they are waiting for him to take action. In the same vein, this is how retargeting works.

PPC process

A step-by-step process of a PPC campaign.

How does your business help people? What are your business goals? These questions may sound intrusive. However, I must learn who you are as a business, where you stand with your competitors and where you want to be in the future with your business. The more I know, the better I can assist you and your goals. Once the learning phase is complete and I understand your marketing vision, the research phase begins.

In this phase of the process, I begin a PPC audit of your current digital strategy and review your account’s organization structure. I will assess the data and metrics. I will look at user search terms, user location, devices, the times and days users search and other factors. After that, I will create a proposal document of your customized PPC strategy. In short, this document will serve as a guide and reference for your campaign.

Ready to get started?

At this phase of the process, the PPC proposal document serves as the guide for your campaign. Moreover, it will assist in the creation of ad copy, ad extensions, bidding strategies, keywords, landing page design, brand awareness campaigns, retargeting campaigns and more. In addition, I can create a customized strategy to fit your business goals and make it a reality. Meanwhile, you might be thinking to yourself, “How do we know the strategy is working?” This is where the next phase of the process begins.

Ready to get started?

Measuring the number of sales and leads is crucial to discern account performance and optimization. I need to look at the numbers to know if your campaign is on track. Most importantly, I recommend a minimum commitment of three months for a PPC campaign. We are all eager to see the results. However, it takes patience and time to see success. It is not possible to guarantee or predict when or if a campaign will be successful. Whether optimizing for return on investment, cultivating brand awareness or generating maximum conversions, I have you covered.

Ready to get started?

In conclusion, even the best PPC strategy is not an instant success. Sometimes an ad does not produce the desired results. However, a small change like using different ad copy, changing the call-to-action or running more ad extensions can make a huge difference. Certainly, there is always room for improvement even when things are flawless. Marketing is about learning, adapting and improving as you go along.

Ready to get started?

Do you want more customers?

Attracting new customers should not be stressful. As your digital marketing partner, I can create a digital marketing strategy to help your business cultivate growth.

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