Affordable, Effective Search Engine Marketing & PPC Services
A sound method of complimenting your SEO efforts is a paid search, or pay per click (PPC) strategy. At this writing, Google AdWords™ is the largest pay per click advertising service. Other top platforms include Yahoo!, Bing, and Ask.com.
In general, the upside of PPC is speed and quality leads. Once you have an account set up, you can reach quality prospects within minutes, and rest assured your ad messaging will be seen only be people searching for your product or services. The flip side is the cost of some keywords can blow up your marketing budget in a flash. This is where creative, keyword-driven copy phrasing can save your bacon.
How PPC Works
In general, you will be bidding against your online competitors for higher ad visibility via 'keywords' used within your ad — which appears in the 'Sponsored Links' sections of a search results page, above and to the right of non-paid (or organic) listings.
Not all platforms use a simple 'the higher amount you bid, the higher up your ad appears' method. Google's AdWords, for instance, gives preference to ads with the highest earnings potential. This is calculated by a 'Quality Score' — where Google determines how relevant your keywords are to a search query, and the amount of your bid. (Simply put : Keyword Bid times Quality Score = where you land.) The higher values of each, the higher your ad will appear.
If you're in an industry that relies heavily on pay per click advertising to attract new customers, you could find yourself up against deep-pocketed competition that can sustain lower conversion rates.
The Conversion Process : Landing Pages
Your ad is only the beginning of the process. When visitors click on it, where are you taking them? This destination is usually a 'landing page' — where the visitor is prompted to take a specific action. Maybe it's simply opting in to your mailing list. Or asking for personal contact information so your sales rep can call them. Or a 'buy or die' offer that prompts them directly to your shopping cart.
The overall appeal — the tone, design, copy writing, and user interface functions of your landing page could make or break your efforts. It's important to keep in mind that this should be treated as a complimenting "pre-sell" stage in the closing process. While detailing the benefits and promise of your offering made in the original email blast, here you simply ask the visitor for desired contact information (their name, email address and phone number, for example) to get the full details of your offer. From there you can implement your own closing techniques.
Testing and honing multiple landing pages for maximum response is part of our method.
Fundamental, Best Practice PPC
Our approach to developing successful PPC campaigns are based on proven, time-tested fundamentals that blend marketing experience with the latest technology tools available.
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