PayPer Click Explained By A Professional SEO Company

A professional SEO company is known to help websites rank higher in the search engines so that they can get loads of free and targeted traffic. But having a diversified approach should be the hallmark of any good agency and as the old saying goes ‘don’t put all your eggs in one basket’. A balanced approach protects you from Google’s search algorithm changes and drives additional traffic to your site in addition to search engine traffic. BONUS! Wondering how a professional SEO agency handles PPC? Here are the basics.

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Keyword research

First off, in PPC or Pay per Click you are only charged whenever someone clicks on your advertisement. SEO involves a lot of keyword research and the same applies for Pay per Click campaigns. When a professional SEO company is engaging in this type of advertisement they have to do research on the best keywords to give clients the best return on their marketing budget. The research will let them know the kind of keywords people are using to search for the various products and services and which ones are actionable and actionable is the key term here. Example: Someone searching using the keyword phrase ‘knee surgery’ is at the information stage, looking for information on what’s involved in knee surgery such as recovery time etc. Now someone searching the keyword phrase ‘knee surgeon’ is at the stage of having the surgery and is now looking to choose a knee surgeon. You can see that as a knee surgeon you’d rather have the traffic associated with the latter keyword phrase as it’s a lead with the intention of purchasing a service, possibly your service.

Target audience

With search engine optimization, you get an insight of your audience by researching on the keywords they use most frequently when searching for your products or services. With PPC more details are needed about the target audience and agencies must do further research to have a clearer picture of the demographics they will be targeting with the campaign. This is because of the platforms used for PPC have advanced targeting options where the advertisers can target their ads based on gender, age, location, spending habits, and likes as well as finding the most actionable keywords with high commercial intent.

Creating the ad

After knowing the keywords to use as well as the target audience, the next step for in creating PPC campaigns is to consider the right creatives to use. Creatives refer to marketing materials that will be displayed to the target audience which try to get them to take some action, such as banners, images and ad copy. In coming up with the creatives, an agency will use images, text, and colors that appeal the most to the target audiences and increase the odds of them making the desired action, which is to click the link and be led to the main offer or the sales page. How is this done? Countless studies have been done on how consumers follow ad copy (eye tracking) and respond to images as well as certain colours, at Yopie.ca we cover every facet of a campaign right down to the copy and colours that pertain to your desired demographic, all of which are represented on your new landing page.

Campaign monitoring

Pay Per Click campaigns don’t end after the ads are created and the campaigns start running. The agencies must monitor the campaigns, tweak the settings and watch their performance to ensure they are on the right path towards delivering the expected results. The agency will then analyze the statistics to ensure that the targeting was accurate and the landing page is achieving the benchmark conversion rate or better. They will also check on the performance of the keywords to boost those keywords that are getting better results while discarding those that are performing poorly.

Essentially, SEO agencies will create multiple Pay Per Click campaigns with different parameters and continue tweaking them until they achieve the desired results. Campaigns will also subject to A/B testing, changing one small detail on the landing page and then comparing the results versus the previous one…and so on and so on. In conclusion you can see that it’s usually best to professional SEO company handle niche services like this so you can concentrate on running your business.

PPC Marketing Company Confession

PPC marketing agencies are marketing agencies for people and companies who make money through the internet. Their ultimate goal is to make more money for their employer, just like any other type of marketing agency. It’s all about marketing the product for increased revenue.

What is PPC?

PPC is an abbreviation for Pay Per Click. A PPC ad makes money for the person or company that owns the website that the ad appears on. The advertiser pays for the ad every time someone clicks on it.

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Why Bother?

The reason for paying for PPC ads is basically the same as paying for any type of advertising – increased revenues. The advertising company pays the website owner for each click but, if the PPC marketing agency has done its job right, the advertising company will make enough money to justify the cost. **A good PPC marketing agency will prove its worth with increased profits for the advertiser. **

What a PPC Marketing Agency Does

A PPC marketing agency does much more than just design ads to get a buyer’s attention, although that may be involved. A good agency understands the product being marketed and the consumer who is most likely to be interested in the product.

How Do They Do That?

The product being advertised is researched by the PPC marketing agency to determine exactly what it is and who will want to buy it. They will analyze all the facts and figures they can find.

How Do They Use This Information?

The PPC marketing agency uses the information they get from analyzing the product to match targeted keywords to the target audience or customer. You see, this process is not as simple as just guessing what words a possible customer might use to search for something. The best keywords are determined by crunching the numbers and analyzing them.

**A good PPC marketing agency analyzes before, during and after a new ad is launched. **

How Do They Know if it Works?

A good PPC marketing agency continues to collect and analyze the data throughout the ad campaign to make sure it is working. A PPC ad is supposed to make money for the advertiser. The PPC marketing agency has to collect data on:

• How often the ad is clicked.
• What type of person is clicking the ad?
• How much money the advertiser is making as a direct result of the customer clicking the ad.

The agency compiles this data and analyzes it in order to determine the effectiveness of the ad and confirm ROI. If the ROI or Return On Investment isn’t justifying the ad cost, the PPC marketing company will crunch the numbers and come up with a better strategy.

What is the Advantage of an Agency?

There are advantages to hiring a PPC marketing company as opposed to a single person. An agency offers the accumulated experiences and knowledge from more than one marketing expert. Each person in the marketing agency brings their own personal marketing experience to the table.

Pay Per Click Advertising Agency Drill Down

PPC (pay per click) advertising, also referred to as CPC (cost per click) advertising, is the method in which a fee is paid to the platform that posts the advertisement every time a user clicks on the ad. This method for gaining a greater number of site traffic can yield fantastic results, but there are risks involved. It can be a valuable tool, garnering a big number of visitors to your website very quickly, or it can drain your entire advertising budget very quickly and leave you with no sales to show for your troubles. It is for this reason that any PPC/CPC campaign you embark on should be curated by an experienced company like Yopie. This is to ensure that your campaign is not only successful in garnering the site traffic you need, but also in capturing the leads and conversions you need.

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Related Article: PPC Marketing Company: What Do They Do?

How Does it Work?

Pay per click advertising has a very basic premise, a simple design, but is quite complex in execution. First, search engines such as Google and Bing offer what is known as ad real estate on their results pages. If you use these search engines (which I’m pretty positive you do), you’ll notice that the top of the results pages is reserved for advertisements. There is also usually a sidebar offered that is also reserved for advertisers. These ad spaces surround organic, or non-paid, results. Companies found here have a strong SEO profile, thus, they are found in the organic search results for the given keyword. However, a quick and easy solution to help either bypass or combine with your organic SEO campaign is search engine marketing or SEM. Once a user of the search engine clicks on your ad, you have now paid the asking price per click, or cost per click, for that visitor being sent to your website.

Alternative PPC Platforms

Social media platforms such as Facebook and Twitter also offer advertising. Facebook, for one, offers a range of options which consists of PPC and PPV advertising. Facebook is quickly rising as a “go-to” in the advertising world, as they offer flexible, custom solutions that span garnering increased business page visitors – or – website visitors. The choice is yours. In either case, these solutions offer an uptick in social media engagement and website traffic when performed right by a Pay Per Click advertising agency.

Achieving the Desired Results

PPC advertising campaigns are fantastic and can yield fantastic results – when done correctly. This will help your website get the traffic it needs very quickly, but the results from this traffic are where the complexities emerge.

First, to avoid disastrous results, you will want to ensure that your website has been optimized for conversions. Second, you will want to ensure that your website is optimized for search engine results (this will help in the long-run). Now third, for the best results, you will want your campaign to be overseen by an experienced Pay Per Click advertising Agency.