Pay-Per-Click Marketing (PPC)

John Barron

Written by John Barron
on Sunday, January 18th, 2015
in Marketing, Search

Search Engine Marketing and Pay-Per-Click Advertising

Did you know that Google averages over 5 million searches every day and that 89% of consumers use search engines for purchase decisions? These days, every decision starts with an Internet search. The Internet has become our constant resource for information about products, services, destinations, and much more. Search engine optimization (SEO) services can help your website place well within the organic search listings, but they can’t get you at the very top of the page. That space is reserved for paid advertising.

Advertising That Gets Results

Pay-Per-Click (PPC) advertising is a great tool for anyone wanting to promote their business online. It is flexible, targeted, and you only pay for results! It only makes sense to use such a proven internet marketing tool to promote your products and services.

Unlike traditional advertising, PPC marketing allows you to target your audience with your targeted terms; eliminating money wasted on delivering an ad to the wrong audience or viewers. By targeting keyword phrases closely related to your business, you place your ad directly in front of someone who is already searching for what you offer. A well written ad that establishes that you have what the searcher wants will drive them to click through to your website. You don’t pay for the ad; you pay for the visit.

Plus, you have the flexibility to change your ads or target keywords in an instant. Respond to a change in the market or the introduction of a new product with a change in ad strategy. Another advantage to ppc advertising is you choose when and where to show an ad – vital to local businesses.

PPC ads can give your business the exposure you need to reach exactly the audience you want. Your online advertising spend is driven by how successful your campaigns are and limited by the size of your target audience. So you won’t pay just as much during slow periods as you would during peak periods; diminishing searches means fewer impressions, which equals fewer clicks and lower spend.

Pay-Per-Click Basics

While search engine marketing is simple and straightforward, an effective PPC campaign requires knowledgeable keyword research, ad composition, effective bidding and landing page selection. Even after a campaign is running, regular monitoring is necessary to improve a campaign’s performance; especially in regards to return on investment. Isn’t that ultimately every advertiser’s goals?

The GravityFree marketing team works with all of the major search engine such as Google (Adwords), Yahoo! or MSN. We partner with our clients to select the most effective keywords, to craft ads that best represent their business, and on-going to maximize results. This is especially rewarding for business which are seasonal.

PPC Advertising: Things To Know

Structuring a PPC advertising campaign is relatively simple. You want to use the keyword phrases that your target market would use when searching for your products. You write ad text that communicates the quality and value of your products and encourages the searcher to click through to your site. You choose the destination url that is the most relevant to your keywords and ad text. Here are some things to remember:

  • Use the keyword match type that allows you to most precisely target your market without excluding potential sales traffic. Too broad and you pay for clicks that have nothing to do with your business; too exact and you miss a lot of potential buyers.
  • Compile a thorough negative keyword list to screen out off-target traffic. If you business sells garden tools, you wouldn’t want to pay for clicks from people searching for “backyard gardening classes,” right?
  • Your ad text should reflect the qualities searchers are looking for, but you want your ad to stand out from the other ads on the page. You can employ dynamic keyword insertion to echo the searcher’s query. But be careful, some keywords won’t work within your ad text.
  • Don’t drive all your ad traffic back to your home page. When someone clicks through to your site from your ad, they expect to find what they are looking for, not to search your site for it. Remember, Adwords is watching too. Landing page relevance is a key factor of the Ad Rank that determines which position your ad shows in as well as how much you as the advertiser will pay.

Search Engine Marketing Is Our Expertise

GravityFree can help design, implement, and manage a PPC campaign that takes advantage of the most recent changes in search marketing technology. The landscape of internet marketing is shifting constantly and part of our day-to-day activity is to stay on top of all these changes. We are trained in all aspects of PPC advertising from search marketing to display ads to shopping and video and we are constantly learning something new.

Nobody knows your business as well as you do. Search Engine Marketing is our business. GravityFree is proud to be a Google Adwords Certified Partner and members of Google Engage. We have proven history of success and years of experience managing ppc accounts. But certifications and experience and training cannot guarantee success. That’s why we are proud to let our results speak for themselves!

Adwords Certified Partner