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Paid Search Marketing (PPC)
How PPC Works
PPC marketing enables you to list your ads at the top of the search engine results by paying for your ranking position using a bidding system. This type of web marketing initiative is considered search engine advertising and is distinctly different from organic search engine optimization (SEO). With PPC, you only pay when a searcher or potential visitor clicks on your listing and connects to your site. You don’t pay to list, or for the impression of your ad; you only pay for clicks or click-throughs – as implied by the name pay-per-click.
Pay Per Click Goals
Paid search is all about the conversions. It’s exciting to see your site receiving thousands of clicks each month, but does not mean too much if they are not taking any action. Most companies spend marketing dollars to obtain a top ranking for keywords without comprehending the value the keyword does or does not deliver to the campaign. It is important to establish clear and concise goals then form a strategy to accomplish and measure those goals. Be it brand awareness or ROI expectations, Shout can help develop that winning strategy.
Best and Advanced Practices
Keyword selection is not the only element of PPC that impacts the success of your campaign. Bidding strategies, creative copy, landing pages and site statistics (analytics) must be continuously tested and analyzed to achieve optimal volume and conversions.
Key strategies we employ:
- Checking your conversion rates by keyword, ad group or ad
- Running multiple ads to test CTR (Click Through Rate) & ROI
- Exploring content matching tactics
- Using negative keywords
- Targeting by geographic region
- Split-test landing pages
- Proper usage of dynamic insertion
- Knowing exactly how ad placement is determined
If any of these best practices (and many more) are not being implemented, then your Pay Per Click management is at a distinct disadvantage, and you are under-utilizing the potential potency of marketing to reach proactive search prospects.
Proven Results
Shout's clients have achieved unparalleled results with our proven PPC strategies built on creativity, knowledge and experience. We are proud to offer our Pay Per Click solutions as part of our full suite of marketing services. These include among others:
- Campaign management and consulting
- Strategic brand messaging
- Keyword research
- Competitor marketing research
- Ad creative optimization
- Bid management optimization
- Marketplace review
- Analytics implementation and consulting
- Split testing of ads and landing pages
- Conversion & ROI analysis
Call today to speak to a sales representative for more information.