Pay Per Click Management

What is Pay Per Click?

Pay Per Click (PPC) is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site rather than attempting to earn those visits organically.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in search results when someone searches using a keyword related to the advertiser’s business offering.

Every time an ad is clicked sending a visitor to a website, the advertiser has to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if you pay $3 for a click, but the click results in a $300 sale, then you’ve made a hefty profit.

A lot goes into building a winning PPC campaign: researching and selecting the right keywords, organizing those keywords into well-organized campaigns and ad groups, setting up PPC landing pages that are optimized for conversions, and more. Search engines reward advertisers who can create relevant, intelligently targeted PPC campaigns by charging them less for ad clicks. In other words, if your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.

Why Use Pay Per Click in Your Marketing?

  • It’s a proven way to get traffic to your website from search engines for the things you want to sell or promote
  • PPC gives you a reliable amount of traffic for a predictable amount of money
  • With PPC, you can target keywords for which your website does not currently rank organically
  • You can manage the ad and link that is displayed for a specific keyword term
  • You can own the top-of-the-page real estate on the search results
  • PPC allows you to implement and use retargeting to remind former visitors about your products or services wherever they go online
  • You can measure your results and costs more effectively than by using organic Search Engine Optimization (SEO)
  • It supports your web marketing agenda by augmenting your other tactics
  • With PPC marketing, you can test campaigns very quickly—often within minutes
  • Unlike SEO, PPC is the only online marketing tool that allows you to see the actual keywords and terms your prospects are using when they search and click on your ads
  • You can continuously split test your ads to determine which ones will attract the most clicks
  • You can assign target parameters in PPC that include when and in what specific geography your ad is shown, as well as what page the visitor lands on once they click
  • PPC protects you against the whims of SEO and the persistent changes and evolution of the organic search results.

What Is Required If You Implement PPC?

  • Account Setup. PPC is a complex system. Set it up wrong and you could hurt your results in both the short and long term. Setup includes campaigns, ad groups and keyword choices—both positive and negative. It also demands you know how to structure your account in order to display ads when variations of your keywords are searched. Doing this correctly requires writing ads for each ad group and split testing options. It also requires an understanding of quality scores and the connection between an ad, a keyword and the landing page. These are all required in setup. After that, you need to set up bids and budgets, geographic targeting, time-of-day display, and more to ensure account works properly.
  • Account Management. This is the day-to-day process of monitoring your ads, click through rates, budget, negative keywords, quality scores and a myriad of other things to ensure your account is functional and provides a good return on investment.
  • Account Optimization. It’s one thing to get all the pieces and parts working, but it’s also critical that you optimize your campaign on a regular basis. “Set it and forget it” is not a good strategy. You must continuously work to improve your click through rates, quality scores, conversion rates, and optimal bid price.
  • Time and Expertise. You need to know what to do and how to do it effectively. You’ll also need to spend time almost every day just to keep on top of it.

Why Outsource PPC Management?

  • If you manage your own PPC program, you need to be aware of the Google “stupidity” tax. If you do not know how to manage your PPC program, Google is very adept at extracting as much money from your account as possible.
  • When you outsource to expert practitioners, they have training and certification, as well as the knowledge of the continual changes made in the PPC platform and algorithms.
  • Outsourced PPC experts rely on the best tools to be effective. They are not only adept at using the PPC software, but also at using other tools to support them in making the best decisions about your campaign.
  • Experts focus on optimizing campaigns and improving outcomes and results.
  • Continuity and knowledge sharing. It’s typical in an agency environment to have more than one person who knows and understands your account.
  • You work with someone for whom PPC is a profession as opposed to having it be a “to-do” on your own agenda.
  • Frees up your time to focus on what you do best.
  • Agency support and knowledge that comes from working with multiple accounts.

Why Outsource To WebVitality?

  • We are a Google Partner business. Our staff are trained and certified in PPC by both Google and Bing.
  • We have been managing PPC Campaigns for over 11 years for both domestic and international clients.
  • We’re procedure-driven and results-oriented.
  • We know how to translate business strategy into click and conversion strategy.
  • We know how to make all peripheral aspects of your PPC campaigns work. This includes detailed reporting, landing page setup, call tracking and more.
  • We plan for the divorce before we get married. In other words, we want your exit to be as easy as your entrance. With WebVitality, your account is always your own. We only act as an invited and authorized manager. All third-party tools like call tracking and landing pages are owned and managed by you. If we separate, you still own your account, your campaign, your tools and all the work we’ve done to the point of separation. With WV, you pay your click costs directly to the PPC provider.
  • We do not use any portion of your click budget as a fee for our services. You can see all aspects of your account billing at any time.

If you have further questions or want to speak with us first, please contact us with the form on this page or call us at 1-800-450-5390.

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