Paid Search
Paid Search, also known as PPC (Pay-Per-Click) or CPC (Cost Per Click), is the process of buying positioning for your ad to appear in the search engines. As the name indicates, you pay a fee to the search engines each time your ad is “clicked”, driving traffic to any page in your site. While extremely effective, paid search is very strategic and must be managed properly to control cost. Despite the myriad of emails and phone calls from web marketing companies promising first place positioning, it is not always the best strategy.
Paid search is the basis for effective Search Engine Optimization. PPC provides information on keywords or concepts that attract your target market that are obtained quickly and then applied to your natural search/SEO campaign.
Benefits of Paid Search – PPC
• Instantaneous access to traffic for desired keyword.
• Drives significantly more traffic than natural search
• Offers precise control to manage and optimize
• Offers a controlled environment for keyword testing
• Use of metrics and conversion data helps determine the most compelling message
• Provides rapid access to search patterns and keyword performance metrics
• Determine which keywords convert to a sale
• Real time optimization allows for immediate changes and cost control
• PPC is the basis for an effective and efficient natural search campaign, Search Engine Optimization
What is the process
Every Paid Search campaign starts with an Audit to understand your company’s needs and the competitive environment. We compile and analyze data to identify areas of opportunity and growth. This analytical report is the basis for your PPC strategy. Areas we analyze to develop or improve a paid search campaign include: keyword selection, keyword performance, conversion data, ad copy, competitive environment, campaign settings and landing pages. We make recommendations to predict or maximize cost per click, ROI, click thru rate (CTR) and conversion volume and craft compelling ad text. We will also perform an overall site analysis to repair metadata, site structure, content and conversion. This process may include creating numerous landing pages to ensure optimum quality score.
What are the next steps
Just give us a call at 914 262-7458 or fill in the short form to the right. We provide a FREE marketing evaluation up front which includes online, print and other sources of media. This allows us to assess your needs properly and gives you the ability to evaluate us, who we are, how we work and what we do. Feel free to ask questions, we’re not afraid to share our knowledge.
