Pay-Per-Click Marketing

Increase relevant traffic to your website through paid search engine advertising

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Has PPC been unprofitable for your business? We'll uncover why.

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  • Take advantage of existing demand for your products & services.
  • Pay only for relevant traffic: limit by geography, days of the week, time-of-day, keywords, etc.
  • With well written ad copy, reduce your number of dead leads.
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PPC Process

Our PPC marketing process allows us to create a campaign that is specifically built with your business goals in mind

Discovery

Learn about the client’s business, website, and competitors in order to provide clear documentation to be used throughout all other stages of the project.

Project Brief

Define client information & business goals along with all required information to properly complete discovery process

  • 1 Analytics
  • 2 Budget
  • 3 Business Goals
  • 4 Campaign Login Credentials
  • 5 Audience
  • 6 Geographic Location

PPC Audit

Create baseline for current website PPC performance based on analytics, landing pages, and current campaign statistics

Keyword Research

Define potential target keywords based on business goals outlined in the Project Brief and opportunities found in the PPC Audit

Competitive Analysis

Define PPC competitors and Ad Copy based on Keyword Research and determine areas of opportunity and risk

Strategy

Create a comprehensive PPC strategy and project plan that clearly outlines deliverables and measurable business goals

Paid Search Strategy

Define Paid Search, Display, and Remarketing campaigns along with Ad Copy, Landing Page Recommendations, Targeting Methodologies and Recommended Budget

Measurement Planning

Document measurable short-term and long-term goals to evaluate campaign performance

Landing Page Creation & Campaign Setup

Implement landing page recommendations from the Paid Search Strategy through development or collaboration with the client

Landing Page Design (optional)

Create designs for optimal converting landing pages with strong calls to action for newly defined campaigns

Campaign Setup

Create or edit existing campaigns based on the Paid Search Strategy

Landing Page Implementation

Create/Edit Landing Pages for the new campaigns and ensure conversion tracking is implemented and page load time is minimized

Optimize

Monitor and adjust campaigns based on the performance of keywords, landing pages, and ad copy

Short-Term Adjustments

Change bids, ads, and landing pages based on short term performance indicators (daily or every few days)

Campaign Adjustments

Make global changes to the campaign based on trends that are identified over time (weekly or biweekly)

Analysis & Reporting

Provide regular reporting that includes analysis of campaign performance, KPIs, and goal tracking and adjust project plan based on results

Monthly Performance Report

Document current standing of goals, campaign metrics, tasks completed, and plan for the following month

Quarterly Review

Comprehensive overview of campaign and adjustments to the project plan based on the results achieved

NEXT PHASE
 

Our PPC Results

Our pay-per click marketing strategies are designed for our clients to experience an increase in qualified traffic while also seeing higher conversions and conversion rates. Below are a few examples:

Tweezerman Ecommerce
Tweezerman

With the help of a new ecommerce design, paid search campaign and search engine optimization, Tweezerman, a leading beauty tool supplier, was able to drastically increase site engagement and online sales.

  • Non-branded search traffic increased by 186%
  • Increased conversion rates by 27%
  • Decreased paid search cost per conversion by 40%
  • Paid search click through rates increased 195%
View Details
Exhale Spat Online Marketing
Exhale Spa

Exhale Spa's website redesign and search marketing campaigns bring the site an increase in traffic and site engagement.

  • Increased non-branded organic traffic by 226%
  • Increased total site traffic by 31%
  • Increased return visits by 22%
View Details
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Keys To A Successful PPC Campaign

PPC

Selection of The Proper Keywords


The keywords you target (and pay for) must be specific to what you are offering on your website. If you are a retailer, make sure that people who are looking for the products you sell are funneled directly to a page where that purchase can be facilitated.

PPC

Control the Search Experience


It is one thing to get your advertisement in front of the right audience. It is quite another to make the advertisement sufficiently informative, creative or entertaining to compel potential customers to click through to your site. Likewise, just because someone ends up on your website doesn’t mean they’ll find what they’re looking for; it’s important that the ad’s destination, or landing page, is highly relevant to both the search terms and the expectations set up by the ad.

PPC

Understand the Economics Before You Start


This may sound like economics 101, but if you are planning to spend $5000 on a Pay Per Click campaign, then make sure you are generating enough revenues to justify both the financial outlay and the labor costs associated with the campaign. The good news is that you can keep your costs in line by adhering to a strict budget. If you limit your campaign to $100 a day, let's say, and your ads will stop being delivered as soon as you hit your daily maximum, and resume the next day. However, if you're spending $20 to sell a $15 shirt, it doesn't matter how many times a day it happens; you're losing money.

PPC

Use Metrics to Stay Ahead of The Curve


The terrific thing about a Pay Per Click campaign is that you can immediately monitor your results. This gives you the opportunity to do A/B testing of advertisements, keywords and landing pages. It also gives you an opportunity to quickly end poorly performing campaigns or to enhance the ones that work best for you.

Enhanced Targeting with PPC Marketing

Another great advantage of Pay Per Click advertising is the flexibility it offers in terms of delivery. There are a number of PPC techniques you can use to create an audience that is most likely to be your target audience:

Keyword Targeting

Keyword Targeting

Uses keywords designed to direct visitors who are likely to be interested in your products and services.

Relevance: It is critical that the keywords you select are relevant to your company. Nothing angers a visitor more than being sent to a site that has nothing to do with his search. Even if the visitor leaves immediately, you've still paid for the click. The landing page for each PPC ad should be highly relevant to the search.

Matching Options: You can specify whether to bid on broad match keywords, (e.g. a bid on "website design" will show your ads for the query "website design company", but also "website design awards", or narrow your targeting with phrase match and exact match. You can also specify negative keywords, (e.g. setting the negative keyword "jobs" in an ad group with the broad match keyword "website design" will display your ad for the query "website design company", but not "website design jobs".

Geographical Targeting

Geographical Targeting

If you are only looking to attract local customers, you can specify that your ad run only on results geared to your neighborhood, your city or your state (i.e. Manhattan Dentist).


Timing

Timing

PPC allows you do deliver ads only at peak times for finding your potential clients and customers. PPC allows you do deliver ads only at peak times for finding your potential clients and customers. PPC allows you do deliver ads only at peak times for finding your potential clients and customers. PPC allows you do deliver ads only at peak times for finding your potential clients and customers.

 

Industry Whitepapers & Market Insights

View our free, informational whitepapers that offer professional advice and helpful tips in the field of web design and online marketing.

 

Our Blog Posts about Pay-Per-Click Marketing

jul 24
Pay-Per-Click Fundamentals: How to Learn PPC

How do you go about getting started with AdWords without wasting money on poorly structured campaigns? Our new video blog post investigates some of the best strategies.

jul 17
How to Create Great Landing Pages That Convert

How do you create a great landing page where people actually convert? We explore some best practices in our new video.

discover more from our blog