PPC advertising

The key benefit of PPC advertising is that it works in a very similar way as traditional advertising: you pay a media vendor for a placement. Three major differences are that you only pay when people click on your ads, you can target your ads like crazy and that you can track, analyze and optimize your ads for better performance.

Many of my clients like it because comparing to SEO (organic search results) results of PPC campaigns are instantaneous. Your ads start showing up in Google (top, right and bottom of Google’s rasults page) right away. This helps you start selling faster. Google’s PPC advertising program is called Google AdWords. Learn more about Google AdWords.

My PPC advertising management process involves the following key stages:

Keyword research

The goal of keyword research is not only to “find the right keywords” but to understand how your target audience searches for your product or service. My keyword research service comes bundled in every PPC advertising account.

Campaign development

Once I know more about your product, the audience and your goals, I will engage in campaign development. Setting up your campaigns involves

• campaign list development (as we may run multiple campaigns structured by product at the same time),
• ad copy development (several variations) to see what’s working and what’s not,
• landing pages on your website to improve the quality score, which will lower our cost per click.

PPC advertising management

The goal of this monthly effort is to lower campaign’s cost per click, which in turn increases  the number of clicks to your site for a given budget allocated for the campaign. I provide you with campaign reports, which include optimization actions and results achieved for each campaign we’re running.

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