What is Pay Per Click Marketing?
Pay Per Click (PPC) marketing, such as Google Adwords, allows you to target specific customers through instant Page 1 advertisements on Google, Yahoo, and or Bing. When search engine users search for specific targeted keywords regarding your products, services, or capabilities, your PPC ad’s will appear.
The best part of PPC marketing is you only Pay if someone Clicks on your ad! Therefore, your ad could appear in front of (50) different people, and if no one clicks on it, you don’t pay a dime. A true performance based marketing campaign. Try getting that deal from your current advertisers!
How does it work?
Search engines such as Google, run an auction style pricing model where you bid on each and every Keyword/Keyword Phrase you would like to target. However, just because you bid the highest price, doesn’t mean your ad will be listed in the #1 position. Google takes other factors into consideration when it comes to ad position placement. Factors such as Bid Price, Click Through Rate and Quality Score are all factored in when deciding placement of your ad. After all, Google doesn’t make any money either if no one clicks on your ad. That being said, they want to put the best performing ads where people will see them and click on them. TRUE PERFORMANCE BASED MARKETING! This is why it is critical to have a well managed campaign, to maximize ROI.
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Pay Per Click FAQ’s
Q: What happens if I bid $1.00 on a keyword, and in the course of a day 2,000 people click on my ad? Will I have a bill for $2,000? How do you control spending?
A: We set up daily budgets for your campaign. Let’s say for example purposes, you have $900 to spend in a (30) day month. We will set the campaign daily budget to not exceed $30/day. Once your daily budget is met, Google will stop running your ads.
Q: If my daily budget is set at $30/day, and there are thousands of daily searches for my keywords, how do I prevent from blowing through my entire daily budget by 9am in the morning?
A: We will set time parameters on your ads. For example, maybe your target audience is business owners and you may find that only running your ads from 8am – 8pm, M-F, is the optimal time frame. Google will then do its best to spread your ads out through this entire time period based on estimated keyword price, daily searches, click through rate, and daily budget. Therefore, your ad may not show up for EVERY search, being that Google is trying to spread your ad showings (impressions) to effectively cover your targeted time period.
Q:My business is a regional business. It will do me no good to show an ad to some one across the country. How can I effectively target visitors from my area?
A:This is another one of Google’s Adwords great features! We can set up your campaign to only be shown by visitors whose IP Addresses are located in specific chosen Geographical locations. For instance, we can set these parameters by Country, State, and even City! Also, maybe your business has (2) offices, one in Chicago and one in Phoenix. We can set up the campaign to only be shown in the Chicago and Phoenix areas! TARGETED MARKETING!
Q: What happens if my competitor sees my ad and clicks on it all day long? Will I have to pay for these?
A: No. This is called “click fraud” and Google monitors this very closely. If Google sees suspicious activity such as multiple clicks coming from the same IP Address or Server, they will issue you a refund on those clicks. Play nice people!
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