Pay-Per-Click Advertising Management Services

Pay-Per-Click (PPC) advertising has become by far the most popular form of fee based Web marketing. Unlike other forms of Internet marketing, such as banner ads, advertisers pay for results (Web surfers who “click through” and actually visit your site) rather than “impressions” (Web surfers who see your ad but take no action).

The fact that millions of Internet based businesses continue to use PPC advertising every month ratifies its cost effectiveness better than any testimonial. Individual PPC advertisers compete with other advertisers for visibility and placement position by “bidding” against each other. On Google, only the top 10 or 11 bidder’s ads appear on the first results page with the higher bidders’ messages displayed in the most desirable positions. The “click-through-rate” of your ad (the percentage of visitors who see it and click on it) plus Google assigned “quality” scores slightly modify positioning from a pure bidding process.

Below is a sample Google search results page (click to enlarge) for the search term “tax consulting services” (the red and green boxed areas are my addition). PPC (paid) search links are illustrated in the green bounded area on the sample search results page.

The most desirable (and expensive) positions start at the top of the page and move down the right sidebar area. The top positioned ad typically receives many times more “click throughs” than the ad in the 11th position. While the higher position receives more clicks, they also cost more per click. Effective PPC managements finds the optimum position and per click expense abandoning the most expensive keywords and/or positions to competitors.

A close look at the results page shows there are over 60,000,000 results pages in the organic search results (illustrated in the red bounded area). A well managed PPC campaign will display your paid advertisement on many of the first appropriate results pages. Cost for a delivered Google “click through” visitor range from a few cents to as much as the bidder is willing to spend. Google PPC “click through” minimum bids start at a fee of a penny (1¢) per delivered site visitor (though very little traffic is available at a few cents per click).

My PPC Optimization Services focus on increasing your PPC cost effectiveness. Consider two Internet advertisers both with a hypothetical $100 PPC advertising budget. One could secure 40 visitors at an average of $2.50 per PPC “click through” while the other (with more effective PPC management) might obtain 200 visitors if “click throughs” could be delivered at an average cost of 50¢ each.

I currently manage PPC for more than a dozen Web sites. My services are “turnkey” and generate tangible results. In all cases I have been successful in improving clients’ PPC return on investment (in several cases, I more than doubled clients’ PPC effectiveness). My services return their cost several times over and include:

• Initial consultation and strategy development with my client. Benefit: My activities are carefully synced in advance with your goals and objectives.
  
• Writing optimized PPC ad copy for your campaigns to assure that each ad appeals to the best targeted prospects (and conversely don’t appeal to non-targeted Web surfers). Benefit: Fewer “wasted” clicks.
  
• Researching substantially more appropriate keyword phrases than any competitor. Benefit: Broader participation in the full range of searches oriented around your keyword phrases.
  
• Creation of hundreds (or more typically thousands) of targeted search phrases from the above research (allowing the most expensive terms to be removed from the competitive bidding process). While most competitors will register only obvious terms, you’ll compete for these common phrases plus many, many less obvious ones. I additionally register reversed keyword sets (“tax consulting” and “consulting tax”), single and plural variations (“tax consultant” and “tax consultants”), split and joined variations (“web site” and “website”) and common misspellings. This increases the number of “in play” keywords and reduces your average cost per click (these lower frequency phrases general “sell” at substantially lower bid rates). Using this “out research” the competition approach, I have generated as many as 49,800 keywords for a single site. Benefit: More “in play” bids resulting in lower average cost-per-click.
  
• Review and formulate strategies for participating in Google’s search, content and/or mobile networks. Benefit: Your ads placed in the most productive locations.
  
• Creation of a dedicated “landing page” strategy. Benefit: PPC click through site visitors will continue to be engaged after their click.
  
• Account and search term registration and set up. Benefit: Knowledgeable insight into this labor intensive area’s intricacies.
  
• Specifying the geographic areas in which your ads will be displayed. Benefit: No wasted clicks from out-of-area non-prospects.
  
• Setting active bid periods (days, hours, months, seasons, etc.) to match your operating methodology, market opportunities, staffing, etc. Benefit: Optimization of your PPC budget.
  
• Ongoing bid monitoring and management. Benefit: Your campaigns continually adapted to changing market conditions, competitor activities, search engine policy changes, altered objectives, etc. Spending stays on budget.
  
• Ongoing search term review and creation of “negative” keywords to disqualify inappropriate click through traffic (such as searches for “free”). In one case, I created over 6,000 negative keywords for a single site. Benefit: Reduction in non-appropriate clicks.
  

Establishing a cost effective PPC marketing strategy that meets its business goals at an affordable cost can be a bit like tiptoeing through a minefield. The challenge can be eased considerably with the assistance of an experienced guide. I look forward to the opportunity of working with you to meet your goals.