Pay Per Click Explanation
Are you trying to manage your own Pay Per Click account? Were you able to arrange your campaigns, ad groups and keyword phrases in an organized manner? See image below for example. Did you organize them to coincide with the structure of your website?
Do you have the time to monitor your campaigns and keyword phrases to measure their results? Do you have time to tweak them accordingly by cutting out what doesn’t work and leveraging what does work? If you answered YES to question one and NO to most of the other questions, we need to discuss your campaign efforts.
The chances are high your ad spend is costing you more money than necessary. You’re probably not getting the amount of traffic you desired. Worse than that, are you getting irrelevant clicks and paying out the nose for them? Are you aware of the Quality Score and Ad Rank position Google assigns to your ads. These two factors will determine IF and WHERE your ads will appear in the Search Engine Results Pages (SERPs).
Google has certain rules and guidelines to follow for setting up and maintaining a Pay Per Click account. Many business owners usually fail in managing their own Pay Per Click campaigns. It will take up way too much of your time – time that needs to be spent running the operations of your business.
It takes an abundance of research to select appropriate and successful keyword phrases to win the bid auction. EVERY TIME someone performs a search, the keyword phrase goes to auction and the best bids will appear in the results. That’s when the Quality Score comes into effect. Google has a Keyword Planner that should be used to enhance keyword phrase research so your ads have a better chance at the auction block!!
We recommend that business owners focus on running their business and leave Pay Per Click to our team of experts. Our entire business focus is marketing and all of our efforts are in knowing what Google wants to see. It is our sincere desire to increase your traffic, click through rate, conversion rate, etc. Ultimately, our goal is to improve your ROI and decrease your budget for a pay per click expert and ad spend.
Pay Per Click Process
Thorough keyword phrase research using Google Adwords’ built-in keyword planner tool.
Adhere to Google’s best practices, guidelines and advice. Goal is to obtain a high Quality Score and increase Ad Rank position.
PPC for a small business: Expect to pay between $850 – $1,500 per month for a PPC expert (ad spend is separate). Eventually you should see a decrease after the campaigns and keyword phrases have been tweaked.
Keyword phrase monitoring to determine the level of success for each keyword then tweak accordingly.
Example Pay Per Click Account Structure & Ad Spend Breakdown
Daily Budget for Each Campaign is Divided by 30.4 Average Days in a Month
Example Keyword Phrase: Mens Adidas Tennis Shoes
Client’s monthly budget for ad spend is $900. The budget will be divided between the three campaigns.
Budget for three campaigns can be divided into any amount. $200 Mens Shoes; $400 Womens Shoes; $300 Childrens Shoes
Approximate daily budget for each campaign: Mens Shoes $6.58; Womens Shoes $13.16; Children Shoes $9.86. When the daily budget is met, the ads will stop for that campaign.
If the three campaigns max out during the month, the total ad spend will be approximately $899.83.
Get Started With Pay Per Click
To get started, we developed a three-part DEP strategy that will allow us to assess a client’s goals, challenges, successes, etc. Essentially, we need to uncover what they want to accomplish.
It is broken down into three phone calls. In order to implement and/or manage a Pay Per Click account, we believe communication is of the utmost importance in order to be successful.
After the second phone call, we’ll have a very good idea of what the client wants out of marketing and how to implement it.
Discovery Call: We’ll ask questions to get an overview of your business and what you want to accomplish. It will last about 30-45 minutes (no charge).
Evaluation Call: We’ll do some research your website structure and check out your social media channels, etc. The call will last about 30-35 minutes (no charge).
Planning Call: If client wants to procede, we’ll prepare a paid proposal or marketing plan. This call will last up to 2 hours.
Pay per click is one half of search engine marketing (SEM). SEO is the other half. To find out more, head over to our Search Engine Optimization page.