When you use some words (keywords) in a search engine you are presented with a page of search results which include both "natural" and "paid" results.

Each major search engine has a version of paid advertising. Google's advertising is called Adwords and is by far the most popular. Although there are a variety of options, Adwords is fundamentally a Pay-Per-Click (PPC) system where you only pay if someone clicks on your ad.

The natural search results cannot be paid for. You can increase your rank by including content on your site that people are actually looking for and implementing an effective search engine optimization (SEO) program.

Big audience

Google Adwords give you access to a huge pool of potential customers. Around 85% of Internet users visit Google daily to perform millions of searches.

Interested Prospects

Pay-Per-Click advertising means that you only pay for people that are actually interested enough in what you have to offer to click on your ad. Unlike other forms of advertising, you don't pay based on the number of people who will supposedly see your ad.

Also you are advertising to people who are actively looking for your product or service on a search engine. They are not simply flicking through a magazine waiting for the dentist.

Assuming that your website actually turns visitors into business, a PPC campaign is clearly profitable.

For example:

If you have 1000 visitors and make 20 sales worth $50 each your profit per visitor is $1 (profit divided by visitors). If it costs you $300 to get 1000 visitors from your Google Adwords campaign your profit is $700.

Listen to your customers

A PPC campaign generates a mountain of statistics around cost and conversion. Done correctly, it is extremely accountable and offers valuable insights into your potential customers. By measuring conversions, you can identify the different searches of people who are just looking versus those who are ready to buy.

The massive amount of traffic available can allow you to quickly test the appeal of your messages. Instead of waiting months for a clear result, you may get results back in days or weeks. These lessons can be used to improve your website and other sales materials.

Package

We tailor each Pay-Per-Click (PPC) campaign individually to your budget and goals. Due to the close relationship of website design, search engine optimisation and PPC we presently only undertake campaigns for our website clients.

Campaign Setup

A campaign setup typically includes:

• Gathering keywords. This consists of understanding your business enough to figure out what searches make sense to advertise against. We also look at the top websites in your field to get some insights from their hard work. The keyword list is refined by taking into account the amount of people searching for those keywords and the amount of advertiser competition.

• Adding "negative" keywords. Some keywords will be used by people that you know will not be interested in what you have to offer. You don't want to pay for their click so you make sure your ads won't show when they are searching. Typical negative keywords are "free" or "cheap".

• Keeping it local. Since most businesses service only a small area you need to make sure you don't advertise outside that area. If you are a plumber in Melbourne it makes no sense to show an ad to someone searching for a plumber in Brisbane.

• Writing ads. Good ads with clear benefits and features are vital to encouraging people to click through to your website.

Continual Improvement

If you just setup a PPC campaign and leave it, you're guaranteed to pay maximum dollar for your visitors. Google arranges its ads according to an auction system where you bid how much you want to pay for a click. However it is not as simple as the highest bid comes first. Click through rates, site quality and history, along with maximum bid prices decide the rank. A simple example:

Ad 1: $1 maximum bid, 1% click through.

Ad 2: $0.30 maximum bid, 5% click through.

Ad 2 will show above Ad 1 because it is 5 times as effective even though the maximum bid is only a third.

To get the maximum amount of visitors for the minimum cost, we continually improve your campaigns to improve their quality. Some typical activities include:

• Improve Ads. We aim to improve ad click through by running ads in competition with each other and eliminating the loser. The process is known as split testing and is continually repeated to find the mix of benefits and features that appeals most to your potential visitors.

• Monitor bid prices. As the ad click through rates improve, bid prices can often be dropped while maintaining position. Competitors dropping in and out of the market can also change the bid prices. We monitor bid prices to make sure that you're not paying too much and your campaigns remain profitable.

• Site quality. We keep an eye on how your paid visitors are responding to your site. Paid clicks which never convert or leave your site after a few seconds can highlight areas which would benefit from Search Engine Optimisation.

Monthly Report

A monthly report details exactly what is happening with your Adwords campaign. The report includes:

• Click Through Rate (CTR). How many times people clicked on your ads.

• Impressions. How many times your ads were shown.

• Conversions. How many times someone clicked on your ad and then reached a goal on your website such as fill out a contact form.

• Top keywords by impression. Shows what the most popular searches are. This is useful for ongoing search engine optimisation.

• Top keywords by CTR. Show the most popular keywords with the top click through rates. This is good for figuring out which searches are most responsive to your message.

• Top ads. Which ads are appealing most to users. This is good for ongoing SEO and for using in your other advertising efforts.

• Detailing of account activity (maintenance and improvements.)

• Key recommendations and commentary including website changes.

 

© 2010 Managed Content Webs | ABN 96 137 807 106 | Privacy Policy | Terms & Conditions | Site Map
Werribee Web Design | Point Cook Web Design | Hoppers Crossing Web Design