PPC | Pay Per Click Management
Pay Per Click Campaign Management
Pay Per Click [PPC] Campaign Management consists of:
- Keyword selection
- Online ad writing
- Establishing target audiences, including Geo-targeting by location
- Creating logical ad groups
- Building internal landing page content
- Directing visitors via call-to-action statements
- Conversions measurement with detailed analysis and reporting
Pay Per Click Internet Marketing Programs
Pay Per Click [PPC] marketing helps many companies more effectively broaden their exposure to those using the Internet. Three of the largest PPC providers are Google, Yahoo! and MSN. They offer PPC programs that use keywords and key phrases to target a specific market segment.
Prime Visibility delivers web-focused ad copywriting and submits customized titles and descriptions for a specific keyword or key phrase to create a high Click-Through-Rate [CTR] by those reading the ad.
Google AdWords, Yahoo!, MSN and other Pay Per Click providers such as Ask or Business.com display the PPC ads above the natural search engine rankings in a Sponsored Section; or mixed within the top natural rankings. Sometimes, the PPC ad content is in a separate box - normally to the right of its regular Natural Search Engine Results for a predetermined cost per click [CPC].
The success of an ad within the PPC advertising campaign is determined foremost by relevancy. If the ad describes what your audience is looking for, then they are more likely to click on your ad and turn into a potential customer. Although Google, Yahoo! and MSN use slightly different bidding models to attain your position, it is your ad's and keywords' relevancy, along with an optimized landing page that will ultimately determine its success.
PPC Advertising Keyword Research
The foundation of any PPC advertising campaign is your keyword selection - the words that you are going to be bidding on. Once we thoroughly understand your business, services and unique selling points, we'll conduct meticulous research to determine what keywords your potential customers are typing into the search engines. They might not be what you think! Having a quality keyword list will enable us to write Pay Per Click ad copy that includes those keywords, thereby enticing people to click on your PPC ad.
Prime Visibility can also include negative PPC keywords in your keyword list. If you specify a negative keyword, your ad will not be displayed when the negative keyword is typed in. Negative keywords prevent unqualified click-through charges. Negative keywords can be especially important if you are including a very broad keyword term. For instance, if you are offering a widget that is not free, you would not want your PPC ad to appear when someone types in "free widget". If your ad did appear when "free widget" was typed in, someone might click on it thinking your product was free and then immediately leave your site. You would be wasting money on an unqualified prospect.
PPC Ad Copy and Configuration
With PPC ads, there are strict character limitations to follow so the text needs to be as powerful as possible.
- When we write Pay Per Click [PPC] ads, we combine our clients' targeted keywords with compelling, superlative-free, direct response copy. The call-to-action is always to get the person to click through to the site.
- The landing page must back up whatever the ad is offering and entice the reader to make a purchase, sign up for a subscription or contact the client.
- PPC ads can focus on offers, geographic locations, a particular demographic, brands or anything else that is unique to what you offer and what your customers are searching for.
- Different ads should be written for different keyword phrases. For instance, if you are bidding on five different brand names, you should have five different versions of your ad, each one focusing on a different brand.
- Satisfy the searcher and you'll be rewarded with higher conversion rates.
Pay Per Click Ad Research
Prime Visibility analyzes Pay Per Click [PPC] ad copy of our clients' competitors and makes sure that our PPC ad copy stands out from the others. If your ad stands out - you're likely to get people to click on your ad. Additionally, we also focus on pre-qualifying the customers. We ensure that your ads are appealing and enticing but also are highly targeted in order to work as filters that "filter out" people that might not qualify for the product/service you're offering. Again, we accomplish this with high relevancy and the use of negative keyword phrases in PPC ad copy.
PPC Landing Page Relevancy
PPC landing pages are extremely important for Pay Per Click campaigns. PPC landing pages allow us to direct the user to a certain conversion action without distracting him/her with any other site elements. Prime Visibility has years of experience building landing pages and has experienced tremendous success with landing page optimization for our clients.
Other Pay Per Click [PPC] Providers
We also recommend that clients consider utilizing other Pay Per Click providers' programs with Business.com, Ask and AdBrite. These PPC advertising campaign sources provide lower cost per click options and the ads are served to variety of Search Engines/Sites.
PPC Conversion Rate Marketing
The foundation of all PPC Conversion Rate Marketing [CRM] is based upon having awareness about how people make purchases [and other take action] decisions. It is important to align the sales and other processes with the reasons. Most marketing people have heard the statement - "You can't manage anything you can't measure, and if you don't know what to measure, you don't understand what it is you're trying to achieve."
Visitor and prospect conversion starts with understanding how and why people make decisions and take action. Once visitors become aware of a problem, need, or opportunity, they begin considering possible solutions to meet the need. When they land on your website, you must provide them with a solution that meets their criteria for selection.
As you can see, Web Conversion Tracking is a very significant part of PPC analytical tracking. We help companies realize that to maximize results it is essential to incorporate expert persuasion techniques into website design, email marketing and other Internet marketing activities.
Measuring Conversion with Monthly Pay Per Click Analysis Reports
The following data is representative of one Monthly Report that is created for clients participating in our PRIMECLICKsm program. These are 'REAL' results from an actual Pay Per Click marketing client's program.
PPC - Monthly AdWords Reports [Actual Client]
| Month | Clicks | Average CPC |
Total Cost | Conversion Rate |
Cost to Convert |
Monthly Sales |
| Jan. 05 | 2,251 | $0.24 | $534 | 7.37% | $3.18 | $11,613 |
| Feb. 05 | 2,934 | $0.25 | $727 | 7.57% | $3.26 | $15,547 |
| Mar. 05 | 3,637 | $0.61 | $2,201 | 5.19% | $11.58 | $13,213 |
PPC - Monthly Yahoo Reports [Actual Client]
| Month | Clicks | Average CPC |
Total Cost | Conversion Rate |
Cost to Convert |
Monthly Sales |
| Jan. 05 | 3,281 | $0.25 | $816 | 5.33% | $4.67 | $12,250 |
| Feb. 05 | 3.328 | $0.22 | $726 | 6.55% | $3.33 | $15,260 |
| Mar. 05 | 2.961 | $0.27 | $813 | 5.64% | $4.87 | $11,690 |
The PRIMEREPORTSsm program describes Pay Per Click Analysis Reports that include many more details regarding the online activity reports. We provide insight into other data such as: Keyword Phrase Entered, Destination URL, Ad Campaign, Impressions [Views], Clicks, Click-Through-Rate [CTR], and Average PPC Position, Site Traffic, Most Popular Pages, Referring URLs, etc.
Learn More About Our Pay Per Click Services
Contact Prime Visibility today to learn more about Prime Visibility's Paid Per Click services, to obtain answers to any questions you may have or to request your FREE Internet Marketing Information Kit. Prime Visibility is a full-service Internet marketing firm offering a broad array of services.
If you would like to receive a FREE PRIMEVIEWsm (an analysis showing you what the search engines "like and don't like" about your website) including a Keyword Domain Ranking Report (showing you how well your website currently ranks in Google, Yahoo! and MSN using keywords for which you would like to be found) and an analysis of your website through the "eyes" of four search engines (an $895 Value), please click here.
