Pay-Per-Click Marketing - Grow Your Business Online

Utilize paid advertisements on search engines for increasing quality traffic to your website

Use the existing demand for your products and/or services to your advantage
Spend money only on relevant traffic: limit by keywords, days of the week, geo-targeting, etc.
Get rid of dead leads through an effective ad copy.

PPC Process

We have a unique PPC marketing process which allows us to create a campaign specifically created with your business goals in mind

Phase 1: Discovery

Extensively study the business, website and competitors of the client for clear documentation which will be used on all the other phases of the project.

Project Brief

Define essential information and business goals of the client along with all the relevant information to complete the discovery process

Analytics
Budget
Business Goals
Campaign Login Credentials
Audience
Geographic Location

PPC Audit

Create a baseline of the current PPC performance of the website based on analytics, current campaign statistics and other factors.

Keyword Research

Define prospective target keywords according to the business goals outlined in the Project Brief and the opportunities discovered from the PPC Audit.

Competitive Analysis

Use Keyword Research to determine PPC competitors and Ad copy, then discover areas of risk and opportunity.

Phase 2: Strategy

Construct a comprehensive PPC strategy together with a project plan which clearly states deliverables and quantifiable business goals.

Paid Search Strategy

Define Paid Search, Remarketing campaigns, Display together with ad copy, recommended budget, landing page recommendations and targeting methodologies.

Measurement Planning

Establish quantifiable short and long term goals for evaluating campaign performance.

Phase 3: Landing Page Creation & Campaign Setup

Work closely with the client in implementing landing page recommendations according to the Paid Search Strategy.

Landing Page Design (optional)

Come up with effective designs for landing pages which have strong calls to action for freshly defined campaigns.

Campaign Setup

Create or revise existing campaigns according to the Paid Search Strategy.

Landing Page Implementation

Create or revise Landing Pages for the new campaigns while ensuring the implementation of conversion tracking and minimizing page load time.

Phase 4: Optimize

Closely monitor then adjust campaigns based on performance of the keywords, ad copy and landing pages.

Short-Term Adjustments

Modify bids, ads and landing pages according to short term performance indicators (daily or every few days).

Campaign Adjustments

Implement global changes to the campaign according to trends identified over time (weekly or twice a week).

Phase 5: Analysis & Reporting

Perform regular reporting, which includes campaign performance analysis, KPIs, goal tracking then modify the project plan according to the results.

Monthly Performance Report

Document the current standing of goals, tasks completed, campaign metrics then plan for the next month.

Quarterly Review

A complete overview of the campaign including adjustments to the project based and achieved results.

Keys To A Successful PPC Campaign

Selection of the Proper Keywords

Your targeted keywords which you pay for must be very specific to the products and/or services you offer on your website. For instance, retailers need to make sure that people looking for the products they are selling are funnelled directly to the page where the purchase can be facilitated.

Control the Search Experience

It is not that difficult for your advertisement to reach the right audience, but the hard part is making an advertisement that is highly effective. It should be informative, interesting and creative in order to compel potential customers to click through to your website. Of course, it doesn’t end there and the landing page should be highly relevant to the specific search terms and whatever expectations the ad created.

Understand the Economics Before You Start

You need to make sure that you are making enough revenues that justify your financial outlay and all the other costs associated with your campaign. To do so, you will need a strict budget and close monitoring to prevent overspending issues. You can limit the amount of money you spend each day in order to make sure that you won’t be in a deficit.

Use Metrics to Stay Ahead of The Curve

The best thing about Pay Per Click campaigns is that you will be able to see your results immediately. This allows you to perform A/B testing of keywords, advertisements and landing pages. It also allows you to act quickly in stopping campaigns that don’t perform well or enhance those that are working best for you.

Enhanced Targeting with PPC Marketing

Another major advantage of Pay Per Click advertising is its flexible nature when it comes to delivery. There are many PPC techniques that can be utilized to reach the right audience:

Keyword Targeting

Thorough research can help you target the right keywords which will attract visitors who are more likely to be interested in the products and/or services you are offering.

Relevance: It is crucial that the keywords selected are highly relevant to your company. Visitors hate it when they are directed to a website that is not relevant to their search. You are still paying for their traffic even if they leave your site immediately. This is why all PPC landing pages should be highly relevant to the particular keyword being targeted which will result to the best possible ROI from each PPC visitor.

Matching Options: You can bid on broad match keywords which will show for other variations of a keyword, but you also have the option of narrowing your target through exact match and phrase match. There is also an option of specifying negative keywords that you do not wish to appear for.

Geographical Targeting

You can specify that your advertisement will run only in results within a particular area if you only want to attract local customers.

Timing

PPC also gives you the option of delivering ads at specific times to find the right audience and reach potential customers. Through AdWords data and Analytics data, you will be able to determine the time you are most likely to get leads from PPC marketing so that you will spend more of your budget during peak hours. You can also adjust your campaigns accordingly if your business is closed on specific days.

Quality Score – The Wisdom Of The Crowds

For a successful paid search advertising, You need to work on your quality score. The more your quality score, more will be easy for you to get rank in the search engine.

We here at 21st centuryweb make sure to improve it by providing quality to your landing pages and by increasing your CTR. Hence increasing your ads relevance to a user.