Did you know that pay per click advertising will continue to grow faster than any other sector of online advertising, increasing from $2.6 billion in 2004 to a projected $5.5 billion in 2009? At the same time JupiterResearch predicts the average cost per click of pay per click advertising will rise dramatically, increasing 20-25% each year. This means, for those companies managing their own paid search campaigns, they are likely to see a lower return on investment (ROI) over the coming years.
Additionally, according to MarketingSherpa, companies who outsource their PPC bid management to a qualified search engine marketing company see their conversion rates increase 25%. Could your company benefit from a 25% increase in sales by simply outsourcing its search engine marketing management?
Pay-per-click marketing is the single most effective way to drive targeted traffic to your web site quickly. However, such ease comes with a cost, namely, the cost per click lead fee you pay when a person clicks on your PPC (search engine marketing) link. You do not pay for exposures (your link simply being displayed), you only pay when a person clicks on your link and is directed to your web site. As opposed to natural search engine optimization, you do not have to wait for search engine to index your site, your rankings are instantaneous. Likewise, you choose your ranking via your bid,, while natural search engine optimization is subject to search engine algorithms for your search engine ranking. A PPC campaign gives your web site the ability to attract as much traffic as it can afford. However determining how much traffic to buy and at what cost is the key to a successful PPC campaign.
The Big Three -- Google Adwords, YSM, MSN AdCenter
Google Pay Per Click Adwords
WebLinc Google Pay per click bid management service allows your company to take advantage of the largest single source for Internet traffic, Google. Almost 50% of Internet traffic is referred from the Google search engine, so it is imperative you have accurate and experienced Google per pay click bid management services. WebLinc can generate a keyword master list specifically tuned for the Google PPC search engine. Our Google PPC bid management services also include pro-active creative ad campaigns to A/B test a variety of ads to insure maximum click through rate. A Google pay per click campaign is essential for any e-commerce Internet marketing effort, and having it optimized to generate the maximum return on ad spend is our specialty.
Yahoo Search Marketing (Formerly Overture)
The YSM PPC engine feeds results Yahoo and several smaller search engines. It comes as no surprise that the majority of companies that run a PPC campaign include YSM as one of their primary lead generation vehicles. Our YSM search engine marketing management services will allow your web site to take advantage of the vast marketing power of Yahoo search portal. WebLinc's YSM PPC bid management service can project changes in traffic and cost per click rates based on any desired Overture ranking. Our YSM pay per click bid management service allows your company to concentrate on highly profitable keywords at a reasonable cost.
MSN AdCenter
The newest PPC advertising vehicle, MSN AdCenter was launched late in 2005. Breaking off from their relationship with Overture, MSN has developed a PPC tool specifically for the MSN portal. Using ideas and features culled from both AdWords and YSM, MSN AdCenter consistently produces the highest ROI out of all PPC programs. Utilizing a bulk upload system, setting up an MSN PPC account can be a fairly daunting task but the returns on a properly managed AdCenter account can be surprisingly profitable. WebLinc's PPC specialists can develop and maintain a cost efficient AdCenter program tailored to your business.
Why not do it yourself and deal directly with Google, YSM, & MSN instead of using WebLinc? In a word: experience. While setting up a PPC campaign and placing bids is relatively straightforward, developing landing pages, choosing useful metrics, analyzing ROI, and utilizing specialized PPC tactics to manage bids is far more complex. A search engine marketing campaign needs to be managed constantly to get the high return on your investment.
WebLinc Works With You in the Following Areas:
Budgeting
WebLinc will help you analyze your projected PPC budget based on the profit of your item or service using our search engine positioning tools. We will also help you organize your keywords and search engine marketing campaigns into buckets allowing for easier and more accurate reporting. We can also give you estimated traffic and costs for any or all your keywords. An optimized PPC campaign will have a definitive budget with some built in flexibility for the dynamic PPC bidding arena.
Keyword Selection
Every good search engine optimization projects begins with good research. WebLinc will research a master keyword list utilizing your input. All you have to do is give us a small list of terms relative to your business and our search engine marketing placement services will return with a report of 100's, if not 1000's, of possible keywords. In addition, the report will show you traffic counts so you can determine what your target customers are really typing into the search engines. The decision to keep or eliminate certain phrases will depend on several factors: Search Count, the keyword CPC (Cost-per-Click), the keyword's relative generality, and traffic vs. CPC analysis. We will optimize your campaign to maximize the return on your investment.
Bid Management
Since the bidding in PPC engines is dynamic, it is important to constantly monitor your ranking and bid price. Maintaining your position in PPC engines is crucial as the PPC world is a ever-changing beast. An effective PPC campaign will seek opportunities to acquire higher rankings at acceptable costs, while relinquishing a higher rank for a lower one when the situation is profitable. WebLinc has specialized search engine optimization tools to help you calculate the relative worth of your current and proposed PPC rankings. These search engine optimization tools can show you the change in traffic, ad spend and profit when moving from one rank to another within major PPC search engines.
Landing Page Development
It's important to send the pay-per-click visitor to a custom "landing page." The landing page content should be very specific to the keyword or phrase the visitor is searching for and should be optimized for conversion. Landing pages have the effect of working as individual tentacles reaching out to specific target consumers and delivering them to a page with the exact information they are seeking.
Program Tracking and Reporting
The two major terms you need to know are Metrics, what is being measured, and Analytics, how it is being measured. For example, abandonment rate is a metric, a program that tracks abandonment rates is an analytic. Many companies have PPC campaigns, but few have accurate and pertinent tracking and reporting programs in place. PPC tracking and reporting is essential to running an effective PPC campaign. WebLinc can help you choose relevant metrics to measure your keywords effectiveness, and help you choose the right analytic for the job. This will result in fine tuning your PPC advertising program for more traffic at lower costs.
WebLinc Pay Per Click (PPC) Management Benefits:
- Industry proven experience for keyword research
- Extensive conversion tracking and bid management tools
- Cross-channeling spend for synergy with all your media promotions
- Pro-active creative approach (testing multiple ads)
- Experience managing accounts with seasonal or daily market fluctuations
- Dedicated advertising executive for your account
- Measure the conversion effectiveness of your landing pages and web site
- Track visitor conversions (sales, actions) by keyword phrase
- Measure the return-on-investment of your pay-per-click program
- Maintain Desired Positions and Prices
- Bid Jamming
- Close Bid Gaps
See also: Search Engine Optimization