A/B Split Testing
Conversion Rate Optimization
Our Google Adwords professionals will create different ad groups to test the performance of targeted keywords. We will vary the targeted keywords in different ways to determine the best converting keywords
We will also monitor the Quality Score to increase the ads visibility and reduce bid rate of targeted keywords
After determining the best converting landing page via A/B testing, we will optimize the best performing landing page to increase the conversion rate and maximize ROI
We will also change the ad copies on a regular basis based on the buying behavior of customers
Our Google Adwords professionals will closely monitor your Adwords campaign to improve the conversion rate
What is PPC?
What Is Pay-per-Click, How Does It Work, and How Can It Help You Boost Traffic and Sales?
Understanding how PPC (pay-per-click) advertising work is critical to broadening your spectrum of opportunities when it comes to driving more traffic to your website. PPC is a very popular choice for many website owners and specifically those of new businesses who want to boost feet to your site & sales quickly.
1. What is PPC advertising?
The first question that will pop in your mind right now will be: what is pay-per-click advertising? PPC is a marketing formula used to price online advertisements. There are two parties when it comes to this type of advertising: the advertiser, who creates and pays for the ads, and the publisher, who publishes them. In most cases, the publisher is either a website owner, or a search engine that offers special PPC programs, such as Google AdWords – we will get to this a bit later. The advertiser is usually a website owner, though he can also be a company owner. In PPC, the advertiser (A) will pay the publisher (B) a specific amount of money, which is called cost-per-click (or CPC), for every click the ad receives while being published on B’s website. Seems confusing? It should not be so. Let’s say that you are the advertiser, and you want to publish a single advertisement on the website of a very close friend of yours, named X. Before the ad is published, you and X will agree on a cost-per-click rate for every click that is made by the visitors who come to his website. As such, once the ad is published, you will have to pay the publisher (your friend X) that specific rate every time someone else (a visitor) clicks on your ad. This will automatically generate more traffic to your website, and as long as your advertisement delivers exactly what it claimed on the publisher’s website, chances are that your sales will be boosted as well.
How does it work?
2. Pay-per-Click Advertising: How Does It Work?
Now that you have understand the basic concept of PPC, it is just the right time to move on to how it works. First of all, we need to refer to a PPC platform, which is the heart of pay-per-click advertising – without it, this marketing formula will not work correctly. Pay-per-Click Platforms – The Heart of PPC. Pay-per-click advertising platforms are sophisticated programs used by both advertisers and publishers to make PPC campaigns work effectively. There are several aspects you need to understand when it comes to these platforms: first of all, these platforms allow you to select several factors that relate to your campaign, including its duration, the keywords that you are targeting it for, the title and content, and finally, the cost-per-click that you are going to pay. Secondly, these platforms make the PPC campaigns measurable and scalable, permitting you to analyze impressions, number of clicks, visitors, bounce rate and other such factors that can help you decide whether the campaigns are efficient or not. Keep in mind that once a visitor clicks on your ad, the PPC platform will automatically transfer the specific cost-per-click rate from your account balance to the publisher’s. We will list two of the most popular pay-per-click platforms below.
- Google AdWords. Google AdWords is a popular PPC platform offered by Google, and is a very common option for most advertisers and publishers due to its convenience and large amount of traffic it drives. Provided that Google is currently the largest search engine, commanding 67 percent search market share, the likeliness that your advertisement will help you increase number of visitors is huge. One of the biggest benefits of creating a Google AdWords campaign is the publicity you automatically receive, as well as your position as compared to your competitors. Most ads are displayed either at the top of the search results, or on their right, which will increase the likeliness that web surfers will click on them. The only complaint you might have about Google AdWords is the expensiveness of the cost-per-click rates, which will charge more than other PPC platforms out there.
- Yahoo! Bing Network. Shared by Yahoo! and Bing, this PPC platform provides real-time support for any inquiry or issue you might have when using it for your PPC campaign. Similar to Google AdWords, Yahoo! Bing Network has lower cost-per-click rates, though the traffic it generates is usually decreased as compared to the latter option, since it accounts for only 30% of the online search share in the US. One of the most notable benefits of choosing Yahoo! Bing Network is the fact that this marketplace features syndicated partners like Facebook and Amazon, which can help you drive specifically quality traffic to your website.
Pay-per-Click Campaigns. Now that you have understood what PPC platforms are and how they work, we should move on to the pay-per-click campaigns. To describe it briefly, a PPC campaign is that type of advertising campaign where a text ad is placed with a search engine. A campaign can be tied to specific keywords, so that whenever a web surfer looks up information using them, the text ad appears in the search results, usually in a position that is easier to notice. When you create your first PPC campaign, there are a couple of essential aspects you need to keep an eye on: keyword research, keyword grouping and organization, and ad groups creation and management. We will better explain each factor below.
- Keyword Research. Shaping your pay-per-click advertising campaigns based on actual keyword traffic data is critical to the success of your campaign. Keyword research does not involve only finding those keywords your targeted customers are proactively using to look up information, but also knowing your targeted audience, knowing exactly what terms apply to your website, and turning those terms into strategically-organized keyword groups as well. You must keep in mind that the relevancy of your keywords will influence the efficiency of your pay-per-click advertising campaign, limiting the amount of irrelevant traffic your website receives and, implicitly, saving more money. We suggest giving up general terms, such as “dentist service” or “pet groomer,” and optimizing your campaigns for more specific and relevant ones, like “dentist service Phoenix AZ” or “pet groomer Detroit MI.”
- Keyword Grouping. Once you identify and make a list of relevant keywords you want to optimize your PPC campaign for, the next step is grouping them efficiently. There are several benefits of grouping and organizing your selected keywords accurately: first, the conversion rate is going to be better; second, the market segmentation will be based on actual visitors’ motives; third, the ad text and landing pages will be more relevant; and last, the content creation will be prioritized both on your website and inside of the ad groups. There are several criteria you can use for grouping keywords, but the commonest one involves sorting them based on specific individual terms they contain. Let’s assume that you have four keywords that need to be categorized: rare books, sell used books, used books online and rare detective books. As you can see, two of the keywords have the word “rare,” while the other two have the keyword “used.” As such, you are going to sort them based on these two keywords, and create two distinct keyword groups named “rare,” where the rare books and rare detective books keywords will go, and another one named “used,” where sell used books and used books online keywords will go.
Pay-per-Click versus Search Engine Optimization. While both pay-per-click advertising and search engine optimization provide good results when you are attempting to rank your website higher and boost traffic, there are still a few aspects you should be aware of beforehand.
- SEO Provides Natural Exposure and Credibility. One of the most notable reasons why many website owners choose SEO instead of pay-per-click advertising the natural exposure and credibility it gives to them. By properly optimizing your website using white hat SEO strategies, your website will naturally rank higher in search engines’ results queue, appearing as more credible and reliable in the eyes of your potential visitors. The exposure provided by a PPC campaign is not organic, and individuals that are aware of this will be unlikely to click through your ads.
- SEO Provides Exposure on Most Search Engines. When you decide to create a PPC campaign, you will soon find that you cannot make it public on all search engines. Assuming that you choose to use Google AdWords, the campaign will not be public to those Internet users who look up information on other search engines, such as Bing, Yahoo! or Ask. On the other hand, SEO permits you to successfully optimize your website for most search engines, which will give you a lot more exposure. Though the ranking algorithms are different, your website’s position is not going to be affected too much.
How will it help you?
3. Benefits of Pay-per-Click Advertising: How Will It Help You?
For the last section of our comprehensive guide in pay-per-click, we are going to present you the benefits of this marketing formula, and how it can help your website rank higher, generate more traffic and boost sales.
- Instant Targeted Traffic. The biggest and most important benefit of pay-per-click advertising is the amount of instant targeted traffic it provides. Once your PPC campaigns go live, they will automatically become publicly visible to Internet users who search for specific terms that correspond to your keywords and keyword groups. As long as the campaigns are built correctly, credibly and ethically with no intention to deceive potential buyers, pay-per-click will direct more visitors to your website in no time.
- No Influence Coming from Search Engines’ Algorithms. Once you decide to start your first PPC campaign, you will notice that, regardless of the position of other websites in search engines’ organic results queue, your ads will always stay at the top, therefore increasing visibility substantially. Unlike SEO, pay-per-click advertising is not influenced by search engines’ algorithmic changes, which will reduce the amount of effort needed to stay ahead of competition. Though you will be paying for every click your ads receive, the total investment you will have to make will be not much different from that required by a SEO service.
- Measurability and Scalability. As with most types of advertising campaigns, pay-per-click ones are measurable and scalable, providing in-depth information in regard to where the sales occur, how much they cost, and which keywords triggered them. These variables are important given that you must understand the lacks of your PPC campaign to make improvements and, consequently, generate more revenue. This will give you full control over keywords and keyword groups, as well as over the destination URL of your ad.
- Laser-Targeting Audience. To conclude the list of benefits, PPC allows you to laser-target audience, which is beneficial if you are a local small business and want to attractive potential local customers. You can target ideal customers by controlling what geographical locations will see your advertisements, which will give you even more control over the return on your marketing investment.
As you can see, PPC can be a good option for you if you are a newcomer and want to gain exposure fast or boosting your sales shortly after you launched your website. When done correctly, pay-per-click advertising campaigns can help you understand customer behaviors and adjust your ads to better suit Internet users’ needs and expectations, thus maximizing return on your marketing investment substantially. But since PPC does not provide long-term results, you should consider pairing it with an efficient SEO campaign that will optimize your website and help you rank higher in search engines’ unpaid results. If you are new to pay-per-click advertising, our company can help you initialize your first campaign and make it as effective and profitable as possible. Having been working in this industry for a long time, our PPC experts will perform accurate keyword research to lay the foundation of a successful campaign, targeting only those customers you want to access your website.