John Wanamaker once said, "I know half of my advertising is wasted; I just don't know which half."
Know the feeling? Businesses in nearly every industry seek ways to advertise their services or products, and for decades, marketers have struggled with the lack of measurable data and the complex nature in which their different advertising methods interacted and affected their bottom line. Was their advertising program working? Were their funds being wasted? Or were there seasonal or external factors involved that they could not account for?
With the birth of the internet, advertisers knew online marketing would become a primary source of revenue and brand awareness, but this time with a twist: advertising spend was now becoming highly trackable, so that businesses could understand the effectiveness of various advertising campaigns and create budgets accordingly.
We now have various ways to advertise online, but one of the quickest to set up and easiest to track is Pay Per Click Marketing, or Paid Search.
Pay Per Click (PPC) Marketing is a way businesses can capitalize on the millions of people using search engines on a daily basis, many of whom might be searching for your particular product or service. Like Search Engine Optimization (SEO), PPC ads also appear on search engine results pages when a searcher types in a related query. If the searcher clicks on the ad, they will be directed to the company’s website, but, unlike SEO, the company advertising a PPC ad will be charged the market rate for that click, giving this form of advertising the name “Pay Per Click”.
PPC campaigns have a distinct advantage in the fact they can be created and be live online in minutes. Additionally, marketers handpick the keywords (or search phrases) on which they want to bid, what maximum price they are willing to pay per click, exact phraseology for their ad copy, and on which page of their website visitors will land.
As opposed to an SEO campaign, whose clicks are “free” and therefore considered most cost-effective in the long run, PPC clicks can be costly for the advertiser if not properly managed. It is important to carefully and diligently manage your PPC account on a regular basis, to be sure your cost per lead is in line with your goals, to stay on top of what the competition is doing, and to quickly respond to other changes in the marketplace.
Hands-On Bid Management
If your company does not have the time or resources to manage your PPC account regularly, you would be wise to hire an agency to manage it for you. At Titan SEO, we monitor our clients’ PPC accounts daily, conduct manual A/B testing, and give detailed custom reporting weekly, monthly, or by request. While many other PPC agencies employ an automated bid management tool to regulate their clients' accounts, we have found nothing is more effective than an experienced, seasoned PPC professional with hands-on control of your account, detailed awareness of your keywords and their performance, and availability to talk through strategy and performance with you as often as you prefer.
Staying on top of current marketing trends and search engine advancements is important to us, and we pass on that information to our clients so their PPC campaigns will be as competitive as possible. Our PPC Management team is certified on both Google and Bing, and receives continual training for new advancements in search engine technology, searcher behavior, copy writing, and more. We maintain weekly calls with our representatives at Google and Bing to ensure we stay on top of new developments that might assist our clients' individual needs, and we work internally to ensure our clients' PPC and SEO efforts work in conjunction.
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