PPC Management
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2017-05-18T18:52:20+00:00
Advertising
Advertising isn’t just paying for a spot on a website or in a magazine anymore. It’s a much more complex game relying on your goals and how you want to achieve them all because the current digital age has ushered in customization on levels heretofore unseen. From targeted ads that utilize zip codes and time periods to general ads aimed at reaching the largest general audience, what you do directly affects who you bring in. Don’t let this daunting task stop you from expansion. Monster PPC is here to help transform your campaign into one that is fully optimized to utilize technology to meet the needs of your expanding empire.
When you’re ready to extend your company’s reach to the next level, it’s time entrust your PPC management to our team of professionals. A close-knit team, we have the qualifications to tackle pay-per-click campaigns of any size. We understand the importance of each and every aspect, inside and out and specialize in lead generation and campaigns for doctors and attorneys. With your campaign safely in our hands, you can expect nothing but the best as we monitor and enhance your growth through proven, well-known metrics.
Pay-Per-Click (PPC)
Pay-Per-Click is one of the most popular forms of advertising. It refers to when you, the advertiser, have your ad appear on a site be it permanently or based on a keyword. Each time this link is clicked, you pay the site where your ad appeared. As a way to bypass organically generated search engine results by bringing customers directly to advertisers, PPC is only second to SEO in terms of quality and effectiveness. Plus, the adaptability means you can afford such a campaign no matter the budget.
Click-Through Rate (CTR)
Once that campaign starts, there are specific and important metrics you need to both verify the change is working and use to tweak it so it generates even more traffic. The CTR is the number of clicks your advertisement receives divided by the number of times your ad is displayed. This specific rate gives you a good estimate of how popular your ad is. One ad clicked 20 times is far more effective than displaying 20 ads and only receiving one click. Likewise, a steady decline usually means something within the ad needs to be fixed.
Cost-Per-Click (CPC)
Cost per click is the amount of money you spend each time a person clicks on your advertisement. Currently, the CPC is sitting around $1.50, however, things like keywords used affect campaigns either positively or negatively. The more competitive the keyword, the more the CPC will be. This is because so many other companies are vying for attention as keywords are searched. The more common the keyword used, the higher the competition, a need that has caused sites to charge a lot more per click for the prime real estate.
Impressions
Impressions refers to the number of times an ad is shown on a Search Engine or a Search Engine Network, such as Google. A simple number, it exists to verify that your ad is being shown and that people are searching for the service you provide. Though not as telling as CTR or CPC, it nonetheless serves a purpose. It is a clear indication of just how popular your keywords are. A low impression typically indicates you need better optimization.
Quality Score
Your quality score builds on the impressions by adding further depth to the number. It tells you how relevant your ads, keywords and landing pages are to someone who sees your ad. While optimization may be necessary, you won’t need to rebuild the entire campaign from scratch. By breaking up effectiveness into three different categories, you are given a focused area to improve, saving time and money. Similarly, this also makes testing new ads easier.
Landing Page
When a consumer clicks your ad, this is the page they are taken to. Typically, it is directly tied to the subject of the ad. For instance, if they see a book you’re selling and click, the landing page should take them directly to the book purchasing page. If this doesn’t happen, customers become frustrated and leave as quickly as they arrived. On top of this, sending a potential customer to a page not related to their interests will immediately make you come off as an insincere site, scaring away what could have been a sale.
Split Testing
As mentioned in quality score, metrics are also an ideal testing tactic. Before the days of the internet, companies created campaigns and hoped for the best, forced to pull campaigns they had spent millions on if they failed. Nowadays, new ads can be created with slight variations and run at the same time to test out which one performs the best. Once this is determined, you’ll be guaranteed increases in revenue and customer growth.
Optimization
Often tied to SEO, optimization is the process of creating and editing keywords and Google ad text to improve performance of Google AdWords ads. Much like websites spend a good amount of money with search engine optimization, they also spend a good amount finding the best optimization for their ads. The reason for this is that when a product is searched for, PPC ads with those same keywords are shown. The better match you have, the higher the likelihood of your ad appearing. Then, as you grow your customer base, your popularity will also contribute to the running of your ad.
PPC campaigns are as complex as they are straightforward, leaving many companies scrambling to understand while larger brands surge ahead. Don’t let this happen to you. At Monster PPC, we are dedicated to achieving the results you so desperately deserve. With full campaign management, we steer your company through the growing pains and into a steady, healthy growth simply by reading the metrics and affecting change accordingly.
Monster PPC is your answer to greater growth, Ad clarity and return on investment.
