Pay per Click (PPC): Search Engines Advertising

Lower your cost of acquiring new customers: use Google Adwords to be on the first page of Google immediately

Pay per Click: Advertising on Google Adwords

Potential customers could be searching for what you offer right now! The key is to know exactly what keywords they are using to search as well as from where they are searching and when they are doing that and furthermore - what are your competitors doing?

Pay per Click is the best way to find new customers and to make sure they can find you when they are ready to purchase your product or service.

Wouldn’t it be nice if your site appeared when someone searched for your product/service online? Wouldn’t you like to lower the cost of getting new customers?

Using the highly advanced and sophisticated platform of Google Adwords, you will be able to appear high on the search results of Google. Google Adwords helps you reach targeted leads that will be funneled to your website instead of your competitor’s.  

Pay per Click: How Does It Work?

Pay per Click is a direct response advertising model that allows you to place an ad that is similar to the search engines results’ listings on Google search result pages

Search Engine Advertising allows you to place a "bid" on the search terms that best represent your products and services and drive direct targeted traffic to your site, exactly when your potential customers are in a need for what you have to offer. You agree to pay a certain amount each time someone clicks on your listing. Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content.

Those ads are called “sponsored links” and appear on the right side of the Google search results page, or on the top of the page, just before the “organic” search results appear. 

When someone searches for a product or a service your business is offering your site will appear high up in the search results. This means that visitors searching for your products or service can easily find your business, resulting in an increase in targeted traffic to your site – people who are interested in buying from you – now.

Unlike with traditional media such as newspapers, TV or radio, if your ad does not get any click, you simply don’t pay anything. This actually means that potential customers may see your site, decide not to click to enter your site, but are still “exposed” to your site, your business and your offering. Although this is not the results you wish to have, you still get free advertising by simply being there. 

Search Engine Advertising: What are the Benefits?

When done in a professional manner, Pay per Click has the following advantages for you and your business:

Fast implementation: PPC is immediate. Your ad can be on the first page of Google within an hour.
Full control: Control you budget on monthly and daily basis; pause and restart keywords and ads you wish to bid for; full monitoring and results reporting at any given moment.
High volume targeted traffic: a well-constructed Search Engine Advertising is all about driving those visitors that are searching for what you are offering (hence – those that you are most interested in) to your site to learn more and potentially become your customers.
Manage seasons-related activities and/or special time-limited promotions: you are running a special promotion? You have a product or service that has a peak at a specific season? Present it in no time on your PPC campaign and take it down the minute it ends.
Test the market for new products/services you wish to offer or are already offering: learn how the market reacts to your new offerings while spending just a limited budget to test reaction, before fully deploying the service or product and before running high volumes campaigns.

Pay per Click and SEO: The Road to a Successful Search Engine Marketing Strategy

Pay per Click should be preferred over SEO when the following considerations are valid (see our corresponding Search Engine Optimization page for when to give SEO a preference):

Your time is more important than money
You understand the importance of testing your marketing
You don’t have good enough ranking on the organic search results
You wish to receive traffic from multiple keywords but your site is optimized only for a few ones

As the Organic search results are responsible to 70% of the clicks and PPC ads for the remaining 30%, you may wish to combine PPC with SEO to achieve true dominance online. When using your SEO as your Marketing, Pay per Click should be used as your Sales.
Combining PPC and SEO together should enable you to maximize your Search Engine Marketing strategy and achieve the best of results. Running them both should also make it possible for you to receive insight from one tactics to be used in the other. As an example: learning which keywords are working best in your Adwords campaign(s) should be used to optimize those same keywords for the organic lists. Similar to that, constructing the best performing landing pages for your PPC will turn them into the best performing landing pages for your SEO efforts as well.

Ask us to present you with the proper Search Engine Marketing strategy that combines Pay per Click and Search Engine Optimization and let us work with you to bring your marketing efforts to the next level.  

      

Successful Pay per Click Strategy – WSI Approach

Like any other Marketing and/or Advertising strategy you wish to apply for your business, your Pay per Click strategy should reflect your business: its goals, its services, its products, as well as demographic and even socio-economic characteristics of your target market and potential customers.

Those dimensions of your business and strategy are of outmost importance and we at WSI E-Services always begin with their analysis in order to enable us to truly optimize your PPC strategy and tactics.

Your Search Engine Advertising strategy will be constructed from several steps or phases that are designed to maximize results, as it is your business, your budget and your revenue that should yield the best possible results.

Our professional PPC process is comprised of the following phases and steps:

• Information Architecture Brief:  analysis of your business, goals and website

• Campaign(s) Setup

• Keywords research

• Competitive Intelligence analysis

• Ad Groups setup

• Ads copy

• Bidding strategy and tactics implementation

• Optional: creation of dedicated Landing Page(s) to maximize conversions and lower bidding costs as a result of improvement to the Quality Score

•   Campaign(s) Monitoring and Maintenance

• Ongoing campaign(s) monitoring and incremental changes needed to improve results

• Keywords optimization

• Ads copy optimization

• A/B testing

• Budget Optimization

•   Ongoing Monitoring

• Reporting

• Feedback to other Search Engine Marketing and Internet Marketing tactics

 

To help you move your business to the next level, WSI E-Services can provide you with a comprehensive mix of Search Engine Marketing and Internet Marketing tools and techniques. Learn more on Search Engine Advertising for your website. In addition, consider to combine your Pay per Click strategy with SEO and even Social Media Optimization to make the most out of your online presence. Read about the importance of Landing Pages for your PPC campaign and how it can save you cost on your Pay per Click budget as well as improve the conversion ratio that should result in more revenues for your business.

Contact us and we will be more than glad to explain some more and discuss possible strategies for you.