PPC Management

Google & Bing Paid Ad Management.

WHY IS PPC ADVERTISING IMPORTANT?

PPC advertising has proven itself a very effective tool for driving traffic and increasing conversions. Here at Webtek, we offer fully customized and tailored PPC advertising campaigns that meet individual needs and scale. We take pride in partnering with our clients, fully immersing ourselves in what they do in order to come up with a scalable plan that moves the needle.

THE BENEFITS OF PPC?

Let us first talk about why PPC is so important to so many businesses. This point is best illustrated by listing five reasons to consider a PPC strategy:

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PPC Gets Fast Results

PPC is a form of advertising utilized on search engines and social media. With the prevalence of both in the modern world, there is no faster way to reach your target audience. Simply put, PPC represents one of the fastest ways to get results – at least as measured by increased traffic and conversion rates. Research tells us which ones are best.

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It Tells You How You Are Doing

One of the less obvious benefits of PPC advertising is that it tells you how you are doing. People clicking through your ads and eventually buying from you is a clear indication that you are doing something right. If your ads do not translate into sales, you may have to rethink everything from your website presentation to the actual services or products you sell.

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PPC Is Cost-Effective

By definition, you only pay for PPC ads when customers click on them. There are multiple models in play here. Some programs charge for every single click, others are based on a certain number of impressions, like 1000 for example, while still other programs only charge when an ad leads to conversion. Regardless of the model, a PPC campaign does not have you paying for ads that no one responds to. This guarantees that you get some kind of result – whether good or bad – from every penny you spend.

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It Is Easily Integrated

PPC advertising can act as a standalone marketing tool or be integrated throughout your other digital marketing strategies. We recommend the latter. And for the record, PPC is easily integrated. From dynamic search campaigns to keyword research, it can all be plugged in to PPC advertising.

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PPC Drives Other Marketing Strategies

Finally, the data-centric nature of PPC advertising makes a great tool for driving other marketing strategies. Just by analyzing the results of your PPC campaigns you can figure out how to further target your audience to increase conversion rates.

WHERE CAN WE RUN PAID ADS

PPC with Google Ads

Google is by no means the only outlet for PPC advertising. However, we highly recommend Google ads for one simple reason: Google offers a highly controllable reach with measurable performance and instant appearance above organic links. As such, Google ads are a great tool for quickly building brand awareness. It doesn't hurt that Google is by far the number one search engine in the world.

PPC With Bing

Google isn't the only game in town when it comes to PPC. Their biggest rival in the PPC market is Microsoft's Bing search engine. Bing Ads actually began as MSN Ads when Microsoft first launched the service in 2006. It has since been rebranded and competes directly with Google Ads. Bing Ads tend to cost slightly less per click, but other things have to be considered – things like traffic quality and demographics. Used effectively, Bing Ads can be an excellent substitute for, or complement to, Google Ads.

Paid Social Ads

Paid social media is a means by which companies can advertise on paid social media platforms to target specific demographics. The beauty of paid social media is its degree of specificity. Companies can target large audiences for a broader reach or focus their efforts on specific sub-groups. The data collected and analyzed by social media platforms allows for a level of specification that is just not possible with search engine ads. Moreover, the different means of displaying social media content offers plenty of room for creative advertising across channels like Facebook, Twitter, and Instagram.

PPC PROCESS

Developing and implementing a PPC campaign is not something we do haphazardly.

We want results, so we have to do it right. Our PPC process is as follows:

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ANALYSIS

We start with research and analysis. An effective PPC strategy requires understanding the client’s industry from every angle. We need to know the strength of the market, who the target audience is, what the competition is doing, and so forth. We also need to understand the keyword environment for that particular industry. Research provides a clearer picture of what keywords, audiences, and copy our PPC strategy should use.

STRATEGIZE

Strategic planning follows analysis. Our team works with the client to conduct a budget assessment. We come up with strategies to best utilize every penny the budget allows for. We strategize audience segmentation – that is, each sub-audience we plan to target and how we plan to target them. The strategic planning process also includes determining what PPC platforms to utilize for a given campaign. Once we know which platforms to target, we can begin strategizing the mechanics of each campaign.

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IMPLEMENTATION

The implementation phase of the process is where we get down to the fundamentals of ad creation and campaign launch. We might create multiple ads for a single platform or single ads for multiple platforms. We create individual campaigns based on budget, time constraints, and other considerations. We then launch those campaigns as each is ready to go.

OPTIMIZATION

This is a crucial step. We optimize ad campaigns to guarantee that ads are reaching the target audience, viewers are clicking through, and, most importantly, that effective content lies on the other side of each and every link. We optimize on-site so that viewers clicking through links are presented with opportunities to become paying customers. We do not want people merely clicking links and going on their way. We want them to spend time on the client’s site and ultimately make a positive buying decision.

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REVIEW

The final stage of the PPC process is the review stage. Reviewing ad campaigns gives the client instant feedback on their products and services. It tells us if any particular campaigns need to be modified in place, as well as what worked and what did not. The information we glean provides direction for future ad campaigns. The goal is always to start each campaign with a better understanding than the last.

analysis

ANALYSIS

We start with research and analysis. An effective PPC strategy requires understanding the client’s industry from every angle. We need to know the strength of the market, who the target audience is, what the competition is doing, and so forth. We also need to understand the keyword environment for that particular industry. Research provides a clearer picture of what keywords, audiences, and copy our PPC strategy should use.

STRATEGIZE

Strategic planning follows analysis. Our team works with the client to conduct a budget assessment. We come up with strategies to best utilize every penny the budget allows for. We strategize audience segmentation – that is, each sub-audience we plan to target and how we plan to target them. The strategic planning process also includes determining what PPC platforms to utilize for a given campaign. Once we know which platforms to target, we can begin strategizing the mechanics of each campaign.

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IMPLEMENTATION

The implementation phase of the process is where we get down to the fundamentals of ad creation and campaign launch. We might create multiple ads for a single platform or single ads for multiple platforms. We create individual campaigns based on budget, time constraints, and other considerations. We then launch those campaigns as each is ready to go.

OPTIMIZATION

This is a crucial step. We optimize ad campaigns to guarantee that ads are reaching the target audience, viewers are clicking through, and, most importantly, that effective content lies on the other side of each and every link. We optimize on-site so that viewers clicking through links are presented with opportunities to become paying customers. We do not want people merely clicking links and going on their way. We want them to spend time on the client’s site and ultimately make a positive buying decision.

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icon-a

REVIEW

The final stage of the PPC process is the review stage. Reviewing ad campaigns gives the client instant feedback on their products and services. It tells us if any particular campaigns need to be modified in place, as well as what worked and what did not. The information we glean provides direction for future ad campaigns. The goal is always to start each campaign with a better understanding than the last.

analysis

ANALYSIS

We start with research and analysis. An effective PPC strategy requires understanding the client’s industry from every angle. We need to know the strength of the market, who the target audience is, what the competition is doing, and so forth. We also need to understand the keyword environment for that particular industry. Research provides a clearer picture of what keywords, audiences, and copy our PPC strategy should use.

icon-b

STRATEGIZE

Strategic planning follows analysis. Our team works with the client to conduct a budget assessment. We come up with strategies to best utilize every penny the budget allows for. We strategize audience segmentation – that is, each sub-audience we plan to target and how we plan to target them. The strategic planning process also includes determining what PPC platforms to utilize for a given campaign. Once we know which platforms to target, we can begin strategizing the mechanics of each campaign.

icon-d

IMPLEMENTATION

The implementation phase of the process is where we get down to the fundamentals of ad creation and campaign launch. We might create multiple ads for a single platform or single ads for multiple platforms. We create individual campaigns based on budget, time constraints, and other considerations. We then launch those campaigns as each is ready to go.

icon-c

OPTIMIZATION

This is a crucial step. We optimize ad campaigns to guarantee that ads are reaching the target audience, viewers are clicking through, and, most importantly, that effective content lies on the other side of each and every link. We optimize on-site so that viewers clicking through links are presented with opportunities to become paying customers. We do not want people merely clicking links and going on their way. We want them to spend time on the client’s site and ultimately make a positive buying decision.

icon-a

REVIEW

The final stage of the PPC process is the review stage. Reviewing ad campaigns gives the client instant feedback on their products and services. It tells us if any particular campaigns need to be modified in place, as well as what worked and what did not. The information we glean provides direction for future ad campaigns. The goal is always to start each campaign with a better understanding than the last.

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