Pay-Per-Click Management

Search Engine Optimization (SEO) is a powerful tool that will help your site rank organically. But, you can’t always see an immediate affect on traffic and that is where Search Engine Management comes in. Also know as Pay-Per-Click, or PPC, it is the process of putting your website’s ads into the paid sections of a search engine’s paid search results. The impact to your traffic is immediate, and your website gets instant exposure that might otherwise take a few months, while SEO is still establishing a foothold. PPC can easily target all of the web, or a small geographic area.

Pay-Per-Click management is a multi-faceted campaign and can be as simple as just keeping an eye on things, or very complex. Any PPC campaign can include, but is not limited to the following:

• Keyword Research - We research new keywords, and/or review your existing keywords and determine exactly who you are trying to accomplish. We then determine the best keywords to use based on search engine traffic, as well as determine the words you DON’T want to have your ad show for, to make sure you’re not potentially paying for clicks that are unlikely to convert.
• Ad Copy Development - Developing an ad that is eye-catching and compelling is an important part of PPC. You are only allowed a certain amount of characters, and we try to develop the best use of the limited real-estate search engines give you. Typically we create 2 or 3 per campaign or ad group.
• A/B Testing - Once keywords and ads are created, we test them. We monitor keyword placement and cost-per-click figures to make sure you are getting the most clicks or conversions for lowest cost possible. Once ads are created, we have the search engines rotate them, and see which are doing well, and which aren’t. We then have an idea whether we can stick with what we have, or start the ad creation process all over.
• Continuous Monitoring - Once a campaign has been nailed down, we don’t just let it run unchecked. We are continuously checking, sometimes several times a day, to make sure your bids and placements don’t fall outside of the acceptable ranges.
• Consulting - In many cases, Pay-Per-Click management does not end with just tinkering with numbers. Sometimes, PPC gets the potential customer to the website, but that’s it. If we see things that could be added or adjusted that will help compel the user to complete that conversion, we will advise the client of our ideas and move forward from there.

Once we have everything in place, you will notice the impact immediately, sometimes within minutes or the ads going live. Combine this with the results of a well-managed SEO campaign, and you can potentially end up having a bigger presence in the search engine results pages than any of your competitors!