Unlike traditional advertising mediums where you can only estimate actual results, digital advertising tools offer us the ability to measure results quickly and then optimize based upon results.

Pay Per Click or PPC is a form of online advertising where the advertiser only pays if someone clicks on his or her ad. Pay per click advertisers use popular platforms such as Google Adwords or Bing to bid on specific keywords in order to have their ads appear. Ads usually appear on the right, bottom or side of a search engine results page.

Search Engine Optimization or SEO is an organic, non-paid way to gain online interest by taking steps to land higher in search engine results. Optimizing websites and social profiles through techniques like link building and key word integration helps drive online traffic. Both SEO and PPC are important and accomplish different digital marketing goals.

PPC Frequently Asked Questions

What is a landing page?
You need to designate a landing page or the first page you want people to see after clicking on your ad. This page is the first impression and should better explain your product or service to retain initial interest.

Can you set advertising budgets?
PPC engines allow the advertiser to set budgets and stick to them. These controls allow advertisers to set daily click limits to prevent going over budget.

What is Google AdWords?
The most popular route of PPC advertising, Google Adwords, has a minimum bid of $0.01 per click. This tool gives us the opportunity to reach your target audience at the moment they’re searching for what you offer or searching for topics in a related field. We can even customize your ad to target only Internet users in a specific geographic location. AdWords reaches 80% of Internet users in the US.

What is Microsoft AdWords?
Advertising through AdCenter makes your ads appear on the Bing search engine. Microsoft AdCenter’s minimum bid is $0.05 per click.

Are PPC results measurable?
Evaluating tools are available through each PPC provider and report certain factors to help pinpoint successful strategies. PPC strategy evolves constantly as new information develops constantly.

PPC Process

Smirk New Media has a highly experienced digital marketing team that can help create an effective PPC strategy. Our approach to PPC uses a step-by-step process to provide the best possible ROI for your ad dollar. They include:

Planning – In order to create an effective online marketing strategy, we need to know about your business. We get to know your products, corporate philosophy, existing online marketing strategies as well as examine your competition. In addition, we work with you to set a budget for your ad campaigns.

Keyword Research – Paying to advertise for the wrong keywords can be extremely costly. We analyze your site to identify the most effective keyword phrases, including long tail keywords or phrases your competition might have overlooked.

Setup – Upon completion of the planning and keyword research phases, we begin setup of your campaigns. This includes creating specific campaigns, adgroups, keyword lists, negative keyword lists and utilizing destination URL’s. In addition, Smirk will set budgets for campaigns, adgroups and adwords to ensure you are staying within your pre-determined budget.

Deploy & Monitor – Once we complete the setup phase, we move on to the deployment phase. Live campaigns can sometimes require tweaks, so we closely monitor performance data and goal metrics and make adjustments as needed. Optimizing live campaigns could include modifying destination URL’s, adjusting campaign or keyword costs or rewriting ad text. Results are trackable and measurable.

In todays digital world, PPC advertising should be an essential component of your marketing strategy. But it requires a thorough understanding of the intricacies of the very different approaches to pay per click by Google, Bing and other platforms. Smirk has a knowledgeable, experienced staff which will fully manage and execute your online advertising campaigns according to the strategic plan that we help you develop.

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