It is important for a website to be well optimized so that it will rank high with the search engines. However, this procedure takes time and continuing effort. Often companies will employ both strategies for their website (Ranking high organically with SEO and utilizing Pay Per Click.) PPC is also a good option when a company is just beginning to get its website optimized but still wants excellent exposure. Many companies will continue to use PPC even when their site is optimized and on the first page of results. This is done to get the extra name recognition and to get additional hits. It is similar to having two ads in a heading in the print yellow pages. Studies show advertisers will get more response with the additional ad in the heading. Also, the major search engines including Google, will often change their algorithms (way they rank websites). This will throw many of the organic, optimized listings far down in the rankings and off the first page. In this case, it is a good idea to have the PPC advertising in place to continue to be on the first page of results and get hits.
Pay Per Click or sponsored advertising appears at the top or the side of the search results page. Businesses are charged when prospective clients click on their ad. This method of paid advertising while appearing to be simple is actually complex and time consuming for businesses to manage on their own. Often businesses lack the necessary tools and knowledge to analyze their return on investment (ROI).
1. New Dimension M&R (with input from the client) will create a list of keywords representing the possible search terms customers might use while conducting a search. Keyword development is based upon the services and products that are sold.
2. Next, M&R will obtain the monthly budget from the client and begin bidding on the most important, relevant key words. M&R will usually bid on several keywords and then keep an accurate track of the effectiveness of each keyword. Budgets will be reallocated perodically based upon this information.
3. Next, we write the text ads using these keywords and the keyword lists are uploaded to the major search engines.
The text ads will appear in the sponsored links area at the top and side of the page. When someone conducts a search using one of these keywords, the page will come up with the client’s text ad. Potential clients who click on the text ad will be forwarded to the website where they can call or email the company.
PPC has great tracking capability. With Google Analytics, Traffic Source Overview and Google Ad Words, Key Word Performance Report, you can see where your visitors are coming from, what they do once they arrive at your site, and which visits become actual sales. This information can be used to adjust the campaign and make it even more efficient. PPC gives the advertiser more control and measurable results than other types of advertising.
PPC is a simple concept but not simple to execute properly. To run a program properly requires daily attention and optimization, accurate keyword selection and updating, keyword bid management and ad scheduling and placement. Leave it to the pros at New Dimension M&R!