The Basics of PPC Management
Welcome to the world of pay per click marketing. It’s a wonderful corner of the internet that includes stuff like maximum bids, quality score, ad relevancy, expected click through rate…the list goes on. Feeling confused yet?
You should be! Pay per click, also known as PPC, is one of the hardest parts of Google advertising, well, of search engine advertising, to grasp. It’s complicated and required constant vigilance to produce results.
You’re in luck though. See, you’ve stumbled on the experts guide to PPC advertising. Come on in, pour yourself a cup of Joe, sit down, and learn the ins and outs to the overwhelming beast that is pay per click marketing.
We’ll break down everything you need to know about PPC below. By the end of this article, if you’re still unsure of how to use Google to turn five dollars into ten, give TRC a call.
We’re Florida’s premier PPC management company. We have years of experience running successful campaigns across just about any industry you can think of. We’re pros. Call us and learn why today!
What is Pay Per Click Marketing?
PPC marketing behaves in a similar way to SEO, but bypasses the months needed to produce significant organic results. How? By using money to advertise at the top, and on the sides of, search engines.
Want your ad to be seen by thousands of people? Then PPC advertising is the way to go. It’ll cost you, but it’ll also produce a healthy return on investment. That’s where pay per click management becomes so important.
PPC marketing works by bidding on keywords. Let’s say you’re a plumber from St. Louis. You can bid on the term “St. Louis plumbers” and, if you bid enough, your ad will appear at the top of search engines.
So, start bidding and watching the calls come in. That was easy. See you all later…
Wait a minute! What about where your ad directs visitors to (aka your PPC landing page)? What about your bid itself? How much is too much? How much is not enough? What about the keywords you bid on? Surly some are more likely to produce results than others, right?
And, again, this is where pay per click management becomes vital and necessary to successful PPC advertising.
Elements of Successful PPC Advertising
The first thing to consider when inside a PPC management system (in Google it’s called AdWords) are the keywords themselves. There are certain terms that are more likely to produce a conversion (the user taking whatever action it is you want them to take).
After keywords, it’s important to consider your actual bid. See, PPC marketing works in an auction-based system. Whatever you bid is just that – a bid. Sometimes the cost of a click will be less than what you bid. Sometimes it’ll be more. You need a pro to know exactly what to bid for each distinct search term.
Next, there’s the expected click through rate (CTR). Almost nothing is more important to search engine advertising than CTR. Seriously, what Google and other engines expect your CTR to be is more important than what you bid. It sounds crazy, we know, but it’s true.
The final major component of PPC advertising to consider is your landing page experience. That is to say – will search engines and users have a productive experience on your landing page? Will they be able to complete whatever action is it they want to complete?
If you are running PPC advertising for, say, puppy food, will the user be able to order puppy food from your landing page? Or will they end up on a page about house training a puppy? This type of continuity is huge for landing page experience.
All of the above parts of pay per click marketing come together to form your Quality Score. This is a number from 1 to 10 that determines the overall quality of your ad. The higher the number, the less you pay for clicks. The lower the number, the more you pay for clicks.
In turn, your Quality Score results in something called Ad Rank. Ad Rank is a real time figure that determines where your ad appears in the search engine results. Are you on top of page one or on the side of page three?
Effective search engine advertising will place you at the top of page one. Maybe not overnight and maybe not without some trial and error, but exceptional PPC management will get you there.
Why Hire TRC for Your PPC Management?
By now it’s clear that TRC knows PPC management. We’re just waxed poetic for ten minutes about how to dominate search engines ads. The question now becomes why should you hire us as your pay per click management team? Why not just try it yourself?
Many business owners decide to go that route. For all those that do, we salute you! It’s not an easy task. It requires constant monitoring of your bids, your ad rotation, your expected CTR, and all those other factors mentioned above. Still, it’s possible.
You should hire TRC for your PPC marketing because you don’t have the time to devote all your time to pay per click. If you’re running a small business, or managing a large one, you simply can’t afford to spend hours watching search engines each day.
We can. It’s what we do. We use PPC advertising to get your business found and we’re damn good at it. Hear what some of our happy clients have to say –
“My experience with TRC multi media was second to none . I initially contacted to help them expand my business into the online market and they told me about a few different avenues including the mobile world. We worked hand in hand to reach a common goal and even after a few months I see more business coming in. Friendly customer service and a passionate marketing team is what to expect from these guys. Would recommend to any business owner.”
Long Island, NY