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PPC Management

What are PPC and Google AdWords?

PPC stands for pay-per-click, 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 top rankings in search results, rather than attempting to “earn” those visits organically.

AdWords is Google’s paid advertising product. Have you ever seen those ads that appear at the top or side of your screen? Those are AdWords ads that a company paid for so that people will notice their business whenever they’re searching Google. And, they only have to pay whenever someone clicks on the ad. This is known as cost-per-click advertising (CPC).

Is PPC or AdWords Right for Your Business?

At Baltimore SEO for Growth (BS4G) our goal is to have your business ranking in organic or natural search.   But it takes time to rise in the search engine rankings.  The use of PPC and AdWords can be a great way get visitors to your website while you are working on your organic SEO plan.

Depending on your keywords or phrases you wish to highlight in your ad, PPC and AdWords may be cost-prohibitive for a small business.  For example, the word “Mortgage Company” may pit you against people willing to spend much more on CPC than you can afford.

Expertise is Required to Use PPC Effectively

PPC is not an advertising medium that is should be utilized by the uninitiated.   You may have seen ads that show up when searching and noted that they are not very large.  They consist of a title and a description line and should contain a strong call to action.  Since the number of characters are limited, it takes research, skill, and experience to create a great ad.

Don’t Reinvent the Wheel!

At BS4G, we use tools that track the power of previous ads by the competitors in your market space.  The top competitors will have been through many failed or low performing ads and have finally chosen those that convert.  That is, the ads are clicked by customers that end up on your website or landing page.  The goal is to create an ad that has a high conversion rate.

We look at the most expensive keywords and how often they are searched by your potential customers.  The thinking is, if someone is willing to pay that much, it is because it is bringing them business.  In our content writing for blogs, social media and websites, we use these words to help you rank for the most popular search terms.

Selection of Google AdWords is a bit different. Google AdWords page offers a tool called Keyword Planning we use this tool to select keywords that will attract your ideal customer with the right frequency and cost per click.

Don’t Forget the Social Media Channels for PPC

Facebook, Linkedin, Twitter, YouTube and many other social media networks offer outstanding opportunities to place your ad in front of your target audience.  Facebook has one of the best ad generator tools on the market.  In the right hands, you can select the demographic, psychographic and profiles in a very granular way, so that ads only show up when your customers are searching for your products and services.  Often the ads cost much less than on Google’s paid search results.

Contact Baltimore SEO for Growth Today

PPC & CPC Campaigns have a place in the marketing mix, but there are risks that can be costly.  Selecting best times, turning ads off, ability to measure performance and placement criteria all take time to master.  We have taken that time.  We also know that if the PPC strategy is not part of a systematic approach to marketing, you can spend money needlessly and without the intended results.

We will put our experience to work for you and the growth of your business by doing the following:

  • Keyword and competitive research focused on your ideal target customer
  • Ensure a powerful call to action (CTA) and landing page optimization, when appropriate
  • Use our paid tools to help ensure the best conversion rate (CRT)
  • Accurate and frequent statistical reporting and ROI data on all campaigns

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