PPC Search Engine Marketing

The quickest way to drive targeted traffic to your website, increase sales and introduce new products or services is through search engine marketing using Google PPC.

Google Adwords is the perfect advertising medium for reaching a wide audience across one or multiple countries.

However, the challenge of a properly managed Adwords campaign is to advertise your product or services to your targeted audience in such a way that the advertising cost of getting a client is less than the profit you make from a sale.

After all what’s the point of paying for clicks and becomes an expensive process

How do I know if I might need PPC search engine management services?

As you probably know by now that PPC advertising is not merely a matter of outbidding your competitors to get the top spot on Google. Your keywords have to meet a Quality Score (QS) based on the relevance of your keywords, ads and the landing page you use.

If you find that it takes too much of your time to manage a profitable PPC campaign you’ll benefit from using the services of a pay per click management company. However, here are other reasons to consider if you find that your PPC costs are too high to make a profit:

Your click through rates on your ads are very low

Your Quality Score is poor and it negatively effects your bid prices

Your first page bids are high

Your ads do not show very rarely

Your landing pages are not converting

What’s the implications of Poor Quality Score for PPC search engine management?

Quality score is metric Google use to determine the quality and relevance of your ads which affects your bid prices. In addition to ad text relevancy your keyword’s CTR, historical keyword performance, landing page quality, your account’s performance and other relevancy factors also plays a role.

If Google allocates a low QS (1-3) to your keywords it usually means that there’s something wrong with your landing page. 

If your QS is poor Google will pick this up almost immediately as soon as you activate any of your Adwords campaigns. So, before making your campaign live make sure that your QS is not low since it might be difficult to recover from the initial poor QS.

To read more about the QS checklist for Pay Per Click search engine advertising, please refer to our pay per click management checklist.

Need More PPC search engine management Help? PPC Search Overview

Article: PPC search engine marketing

How Does PPC search engine management work?

If you need someone to do the grunt work for you which will take away all the hassles that would eat up your valuable contain then you should consider using a PPC search engine management company to create and manage your PPC campaigns for you.

The activities of any pay per click management company should include:

- Market analysis

- Deep and vertical keyword research

- Identify long tail keywords

- Create negative keyword list

- Set up misspelled keywords

- Segmentation of keywords

- Set up keywords and ad groups

- Build Adwords campaigns for each country/territory.

- Determine  optimum adrank position

- Match each keyword searched to ad displayed

- Match ad displayed to landing page and site content

- Daily split testing of ads

- Daily bid optimization

- Position tracking

- Set Up Conversion tracking

- Replace ads that are not performing

- Add new keywords

- Fight to keep good quality scores

- Do national and international geo-targeting

- Increase visitors

- Improve efficiency and cost of lead generation etc.

 
Need help getting started with Adwords? — Adwords Keywords Management

PPC search engine management: How to improve your QS

If your QS is poor then there might be a relevancy issue between your keywords and your ad.  In most cases you can get a better QS by matching keywords to your ads more accurately. One way of improving your CTR’s is by adding the keyword to the headline of your text ad.

If you are slapped with high extremely high bid prices then you have to  analyse your website for answers.

Here are a few tips to improve QS:

- Make sure there is a high level of relevancy between your keywords, ad & landing page

- Use the keyword in the headline of your ad to increase your CTR and improve your QS

- Get a high CTR as soon as possible

- Use negative keywords to stop your ads from showing for irrelevant searches

- Create different landing pages for each keyword

- Don’t make outrageous claims on your site

- Use accurate, relevant and original content on your site

- Use anchor text links to link to and from other relevant websites

- Include your keyword in your display URL if at all possible

- Test different headlines and display URL’s to improve CTR

- Optimize your site for the search engines

Notice if you apply SEO principles to your Adwords landing pages then you probably won’t have a problem with poor QS based upon landing page quality.

Need help improving your Quality Score? - Pay Per Click Help