Your customers are looking for your products and services on Google. Are you showing up in those searches?
What is pay-per-click (PPC)?
Pay-per-click advertising allows your business to deliver ads to potential customers based on search keywords on Google. You have probably seen Google Search Ads when looking for local service companies like roofers, internet service providers, and web developers. Search ads appear above the map pack on Google or above organic results for searches that don’t have maps.
Using Google AdWords for PPC Campaigns
We use Google Ads for pay-per-click campaigns because more than 85% of searches happen on Google. Focusing on Google for our search marketing allows us to offer PPC management at competitive prices while still capturing the majority of traffic for your keywords. There are other search engines in the PPC market, but adding these services will increase the price of managed services while adding little value.
You will fall behind if you aren’t advertising on Google.
The average person conducts 3-4 searches per day. Your customers are using Google to research your products and services. Now more than ever before, it’s vital to have a presence on Google. If you aren’t advertising on Google, your competitors will be able to steal your customers by running ads for keywords relevant for your business.
PPC Advertising isn’t simple
Google AdWords management is a full-time job. We’ve seen many clients who have tried to manage AdWords campaigns without help. Self-managed search campaigns usually result in wasted marketing budgets. Without the expertise of a PPC marketing agency, advertisers will neglect some of the most import factors in running effective campaigns.
Commonly overlooked factors:
- Keyword Match Types
- Negative Keywords
- Quality Score
- Bid Adjustments
- Ad Scheduling
- Conversion Rate Analysis
- Landing Page Optimization
Pay-Per-Click Bidding Strategy
Pay-per-click refers to the bid strategy of the campaign. You pay every time a user clicks on your ad. This is the typical bid strategy for search campaigns. With pay-per-click you won’t pay for views or impressions. You only pay for the people who go to your website or landing page. Other campaign platforms can use pay-per-click bidding.
When people refer to pay-per-click, they’re typically talking about Google AdWords or Google Search Ads. Thinking about PPC as Google AdWords is fine in practice and can simplify the way you think about your internet marketing. When we talk about PPC, we mean Search Ads.
Platforms that can use pay-per-click bidding:
AdWords Management Services
When you partner with a PPC management agency like The Evoke Group, you’re investing in a team of experts. For many businesses, it’s risky to hire one person to manage all of the possible marketing campaigns. That’s why many businesses outsource their pay-per-click management. For less than the price of a full-time staff member, you get a team of digital marketers.
We conduct up-front keyword research to determine the potential for traffic and help determine a monthly ad spend budget. Our research includes industry-specific analysis of trends, case studies, and competitors. If you already have a Google Ads account, we will analyze the current data.
Strategize & Set Goals
Our marketing strategist and account coordinator will meet with you to discuss your marketing goals. We will develop our pay-per-click strategy based on your marketing goals.
We build your Google Ads account structure to match your goals and the way that people search. This intent-based keyword approach will capture the right users when they are most likely to convert into customers.
Writing ads is an big piece of AdWords management. Good ad copy results in higher clickthrough rates. Higher clickthrough rates results in higher quality score. Higher quality score means lower cost-per-click. This probably sounds like a lot of BS. What you need to know: better ads = lower marketing costs.
Once your account is up and running we start analyzing what’s working and what is not working. We add keywords and we remove keywords. We put bad keywords on your negative keyword list. We write new, better ads. We’re constantly improving your account to improve your return on investment.
We deliver a report to you monthly so you know what’s going on with your pay-per-click marketing. There will be high-level data and personal insights into your account. We will let you know what we’ve been up to and what we plan to do. If we notice any opportunities in other advertising avenues, we will let you know!
We’re constantly building and re-building your account. As we gather more data over time, we will see opportunities for improvement. Every three months, we’ll have another strategy meeting to make sure we’re still striving for the same goals. We’ll review our past quarter performance and set new goals for your marketing.