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Pay Per Click (PPC) Marketing

Helps You Achieve Immediate Results and start making money from your digital marketing campaign right out of the gate.

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Pay-Per-Click Marketing, or PPC, is an effective tool to generate traffic to your site.

Often used interchangeably with terms such as paid advertising, Search Engine Marketing (SEM), or Google AdWords, PPC is more accurately an umbrella term that describes any form of advertising where you ‘pay-per-click’. (Even Facebook ads are technically a form of PPC, however we have another page dedicated specifically to that here: Facebook Advertising)

PPC Scalability

Anyhow, when setup and managed professionally, PPC offers a great digital marketing solution that provides immediate results, all the while being easily controllable and scalable.

While some choose to handle PPC strategy and execution in-house (because Google wants you to think it’s that easy), getting profitable results via PPC isn’t as simple as picking some target keywords, choosing an appropriate bid price and expecting to make money in return.

That’s because proper paid ad campaigns need to have really good alignment − from target keywords, to ad copy, to landing page experience. Do this well, and you’ll have a high-quality score, allowing you to be placed higher in the search results while ultimately paying less. Consider quality scores to be pretty much as important as your bid prices.

Good Quality Scores:
More relevant clicks, higher positioning, all for less money.

Poor Quality Scores:
Less clicks, lower positioning, and lots of wasted money.

Regardless of whether you choose our team, let us make one recommendation: Hire a professional to set-up and manage your campaign.

Of course, your gut reaction might be to think this means higher costs, right? Well it turns out that, in nearly all cases, an experienced PPC expert can help you achieve more clicks, more conversions and better all-around performance for the same amount of money (or less). That’s even when factoring in an average management cost of 20-25% (outweighed by our ability to achieve 40-50% better performance on average versus the untrained PPC war dog); and you don’t have to stress about trying to figure out everything or setting daily reminders to check in on risky campaigns.

PPC Offers a Trio of Enticements

Immediate Results, Controllability & Scalability Are What Make PPC a Go-To Player on Your Bench

PPC has three main benefits:

  • PPC delivers immediate results
  • PPC offers control features that result in relevancy
  • PPC is easily scalable

With a PPC campaign, you put together your goals, conduct necessary market research, develop your ad copy, and bid on keywords. Of course, it is easier said than done, but you get the point. The results you’ll see from this, if you’ve done your work properly, will be instant. Pay today, get clicks today.

PPC, as its name suggests, also means that you only pay when someone clicks on an ad.

  • That’s a far cry from the old-school, spray-and-pray advertising approaches such as TV, radio, or print, where you’d essentially fire shots into marketplace darkness
  • With PPC, the customer has found you because they have searched for keywords or asked a question already, and your paid search ad came up at or near the top of the page with a solution
  • This means that you’ve got warmer leads coming to your site because customers are finding you with the intent to buy

PPC allows you to control several factors:

  • Concerned about budget? (and who isn’t?) PPC lets you cap your spending on a given campaign, as well as manually set the bids for clicks
  • Targeting is also a key feature, letting you reach:
    – Specific geographic places
    – At specific times
    – Even for specific device types (think mobile!)
  • This way you’ll be giving relevant content to a specific customer base, increasing your conversion rates and driving a solid ROI.

PPC is also easily scalable. Have a keyword campaign that’s producing great results and a clear increase in business activity? Time to crank it up! With PPC, scaling is basically a matter of putting more money into a campaign that has proven to be successful.

With that said, however, there are limits to PPC campaigns such as budgets and market sizes, and finding a balance between the two.

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PPC Does Have Some Limitations

Immediate Results, Controllability & Scalability Are What Make PPC a Go-To Player on Your Bench

Budget is a reality for any business. Therefore the scale even for an effective campaign will largely depend on what you’re able and willing to spend (often controlled by your ability to fulfill purchases/contracts).

If you are limited by budget, the target market is bigger than what you are able to capture 100% of the time, thus your ads will sometimes not show depending on ad settings (e.g., you got outbid, or you hit your spending limit).

Budget aside, another limitation is market size. Any given keyword market has a finite number of customers, so at some point you’d likely see diminishing returns.

If you are limited by market, no matter how much you’re willing to spend within your given target niche and region, there aren’t enough clicks available by people searching for you, and you won’t reach your spending limit.

The immediacy of PPC is both an upside as well as a limitation.

  • Once you’ve hit your budget limit or otherwise decide to stop spending on PPC, the results stop as well
  • That’s the big difference between PPC and organic search rankings, which involve a longer-term process aimed at getting your website onto page one and higher up in the results when someone runs a search for given keyword(s)
  • For more on this, see our SEO page

Still, PPC has plenty of merit as an effective marketing tool for short-term results (with some medium- and long-range payoff potential).

So, What’s Our Process for PPC, You Might Wonder?

We’re Not Giving Away the ‘Secret Sauce,’ But Here’s a Preview….

PPC is, at its core, fairly straightforward, but it does require effective strategies and a wide range of knowledge. Knowing the ins and outs of Quality Score and the factors that push it up or down, for example, is key. Same goes for a thorough setup, plus the combination of effective on-page conversion rates.

If you choose to partner with us in your PPC marketing endeavours, you’ll benefit from having peace of mind, knowing that the risks are mitigated and you’ve got an experienced, expert team handling your PPC strategy and execution.

In a nutshell, here are some of the ingredients of effective PPC marketing.

First off, establish your goals. What do you want to achieve by running a PPC campaign?

  • Brand Awareness?
  • App Downloads?
  • New Leads?
  • In-Store Purchases?
  • Online Sales?
  • Phone Calls?

Once you’ve addressed what you want to achieve, it’s time to ask another big question: What does your customer want?

What your customers are searching for will drive your PPC strategy

  • Figure out what keywords they’re using, and align that with what you offer:
    – overall product offering / USP
    – also in your ad copy and on your landing page
  • Then decide what that’s worth to you in terms of profit.

This is how you narrow down your keywords and establish what you’re willing and able to bid on each click. For many, this requires a shift in mentality, looking at things from the customer’s perspective and then ascertaining what investment will be required to achieve better results.

Common PPC strategies

Now that you’ve established big-picture goals and begun to look at keywords, it’s time to choose a keyword strategy. Most of our clients’ strategies typically fall into one of two categories:

1.The Profiteer

• Focused on total take-home profit, regardless of the number of clicks
• Cares about the right clicks that will make the most money (create the most valuable conversions at the lowest possible price).

2.The Maximizer

• Looks for as many clicks as possible, at cheaper click prices
• Less concerned about the quality of clicks, more concerned with creating awareness

This is how you narrow down your keywords and establish what you’re willing and able to bid on each click. For many, this requires a shift in mentality, looking at things from the customer’s perspective and then ascertaining what investment will be required to achieve better results.

Case Study: International Documents Canada

IDC has been in business for more than five years, is a significant player in the Canadian market for document authentication and legalization, and has been able to generate enough capital to make an investment into driving traffic to its website.

The Profiteer strategy made sense, as IDC’s goals were specific and could be achieved relatively quickly by targeting quality clicks (less clicks overall but more clicks that are likely to convert)

Our team took a research-first approach, spending a lot of time in the keyword research tool on Google AdWords and examining the search term results from IDC’s existing campaign

This gave us a detailed picture of the searches out there and the value of different keywords (especially long tail keywords, very specific three-or-four-word phrases that can provide good value and more relevant leads in PPC campaigns)

We identified a strategy based on those long tail keywords and then designed a campaign structured around the results from the research (as opposed to designing a campaign around a website or other ineffective means)

The results were impressive:

  • 48% increase in Click Through Rate (Increased from 3.15% to 4.66%)
  • 37% reduction in Cost Per Click Price (Down from $3.36 to $2.46)
  • 249% increase in monthly conversions (up from 232 to 579)
  • Cost reduction of 14%

ROI of 2494%!!

And once a viable keyword strategy like this is identified, the Profiteer approach enables a company to scale up and be well positioned to enjoy the returns.

The Nuts & Bolts of PPC

Knowing Your Quality Score is Vital to Executing Effective PPC Campaigns

Okay, a quick peek behind the PPC curtain, for those of you who are so inclined.

(If you’re not, don’t sweat it − click here to chat with us and start the conversation about how WebMarketers can help your PPC marketing)

The goal with PPC in general is to increase your click-through rate (CTR), the percentage of people who click on your ad. This number tells you how successful the ad has been in capturing interest. The average CTR overall is somewhere between 1% and 3%.

85% of Google clicks go to organic search (unpaid) listings, while the remaining 15% goes to paid search (13% at top of page, 2% at bottom). The first ad at the top gets the most traffic, but it costs the most as well. The second ad gets less traffic, but costs less.

That’s what you’re bidding on. The valuable real estate that catches the customer’s eye. You’re telling Google AdWords how much you are willing to pay each time someone clicks on your ad, the cost per click (CPC).

Your competition are other companies bidding on the same keyword(s), and their cost may be higher or lower than yours.

So that’s it, then, just a bunch of businesses jockeying on price alone?

Nope. Now comes the real twist.

A crucial figure is your Quality Score, a measurement of how well the keywords that you’re targeting align with your ad copy, as well as with the landing page that you’re sending the customer to.

When you bid on a keyword, AdWords takes your maximum bid (CPC) and multiplies that by your Quality Score to arrive at a total bid which determines your rank in the ad auction.

The hypothetical scenario below shows a basic process for how two companies might bid against one another:

Max Bid Price $ Quality Score Total Rank
Company A 7 3 21 2
Company B 3 10 30 1

Even though Company A comes in with a bid at a higher CPC, its quality score is significantly lower than that of Company B, which ends up ranking first. What does this mean for you?

It’s vital to know your Quality Score. Create effective ad copy that speaks exactly to what you’re offering. And make sure that you have a landing page that is aligned with that ad copy as well as with the keyword(s) you are targeting.

What’s the best way to get peace of mind in this process?

We’re biased, but really, our suggestion is to hire an experienced marketing agency with the know-how to drive your PPC strategy.
In every case where we’ve taken over a client’s AdWords campaign, we’ve delivered better results within the same budget, EVEN ACCOUNTING FOR OUR MANAGEMENT FEES. This is how we save you money as well as the time, the energy and the stress you’d otherwise spend running your own campaign.

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Self-Identifying Common PPC mistakes:

  • Not knowing your Quality Score
  • Not knowing your conversion rates (average number of conversions per ad click; you need this to know the success of PPC campaign)
  • Not knowing your cost per conversion (might as well flush money down the toilet)
  • Low Quality Score (need to tweak or revamp ad copy and/or landing page)

What effective PPC can do for you:

  • Delivers immediate results
  • Gives you a controllable means of targeting customers
  • Provides a scalable system
  • in tandem with SEO in an overall marketing strategy
  • Yields data that can be useful for your other marketing channels

What Can WebMarketers Do For Your PPC Marketing?

WebMarketers has helped many clients strategize and implement their PPC marketing.

We currently oversee dozens of campaigns, in many industries, capturing on average 700+ clicks per day, 400+ conversions, and well over $10,000 in monthly paid ad budgets. We’re not only experienced, we bring perspective and context. We see what works in certain industries but not in others; and we’re able to figure out ways to find the replicable success(es) from one company or category and apply that to another.

WebMarketers can help you by:

  • Giving you peace of mind, letting you focus on what you do best
  • Strategizing your PPC campaign to bring short- and medium-term results
  • Pairing this with a smart investment in SEO and an overall marketing strategy that leads to long-term sustainability.

Want To Do EVEN More?

As a business owner, you can take advantage of PPC as part of a powerful search engine marketing strategy to bring you better ROI.

1. Do you want to increase traffic to your site?

2. Do you want to be seen as an expert in your field?

3. Do you want to see long-term, sustainable ROI from your marketing?

With WebMarketers, you’ll have a team to help you achieve this and more! Let’s sit down and strategize a plan to give your marketing a boost with PPC.

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