Paid Search Media Management

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Pay Per Click

Pay per click (PPC) is an Internet advertising model used on search engines, advertising networks, and content websites, such as blogs, where advertisers only pay when a user actually clicks on an advertisement to visit the advertisers’ website. With search engines, advertisers typically bid on exact keyword phrases or broad match phrases  relevant to their target market. When a user types a keyword query matching an advertiser’s keyword list, or views a webpage with relevant content, the advertisements may be displayed. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above the “natural” or organic results on search engine results.
Although many PPC providers exist, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the largest network operators as of 2007. Minimum prices per click, often referred to as costs per click (CPC), vary depending on the search engine and the level of competition for a particular phrase or keyword list—with some CPCs as low as US$0.01. Very popular search terms can cost much more on popular search engines. The PPC advertising model is open to abuse through click fraud, although Google and other search engines have implemented automated systems to guard against abusive clicks by competitors or corrupt webmasters.
Click here for a free Pay Per Click Consultation

How do I decide if Pay-Per-Click is right for me?

Pay-per-click (PPC) is a form of internet advertising where advertisers only pay when a consumer clicks on their website. PPC is highly sought after because it provides an immediate and targeted reach. PPC is a core internet strategy because it provides definitive clear returns. A PPC campaign can become very costly and ineffective if not properly managed. We believe in a methodical approach that enables our clients automated reporting that will give our clients a return on their investment not just internet traffic.
How do I track my return from Pay-Per-Click?
Google, Yahoo, MSN and the other search engines generate their revenue through paid advertising so in order to attract a larger audience they have created several programs, tools and help centers to better assist you in tracking your results. However, the most important step to track your return on Pay-Per-Click is to isolate the variable. In our Tracking and Conversion section, we discuss the role of a tracking website accompanied with a tracking number. The tracking website will define the statistics specific to your PPC campaign without mixing in results associated with your paid directories, search engine optimization or organic positioning etc. This will better assist you with defining user patterns, i.e. exit pages, navigation through your website, and email leads to track the conversion into paying clients etc. The tracking phone number which is specific to your PPC ads will provide you the name and telephone number of the caller. The tracking number can also record the conversation to better assist your staff with not only tracking the leads but evaluating where they can improve their conversion into scheduled consultations and surgery.

Why should I hire Net Link Marketing to manage my Pay-Per-Click campaigns?

Pay-Per-Click marketing can be ineffective and very costly if not managed properly.

  • Keyword Research and Selection: Whether you have an existing pay per click internet advertising campaign or not, we perform keyword research as a best practice to ensure the campaigns are employing the appropriate keywords.
  • Creative Development: We write custom and unique creative (titles and descriptions) to help maximize click thru and conversion rates.
  • Landing Page Identification: We identify the best existing destination or recommend improvements to facilitate site level conversion.
  • Implement Campaign Tracking: We will work with your staff to implement tracking codes to aid in tracking conversions.
  • Advertisement Submission: We will upload and submit the keywords and associated creative for approval by the search engines’ sponsored search programs.
  • PPC Account Settings: We will establish and monitor the numerous Account Settings (daily max spend, match type, countries, etc.) to maximize business goals.
  • PPC Bid Management: We provide PPC bid management tasks including bid gap monitoring, bid price changes and bid position maintenance.
  • PPC Monthly Analysis: We perform a month-end analysis of campaign performance, including individual keyword costs, conversions, and performance trends. We develop a written document and then hold a conference call to discuss previous month activities and next steps.
  • Campaign Improvements: We will suggest and implement PPC campaign improvement, including changes to title/description copy, keyword list modifications, and bid adjustments.
  • Creative Testing: We will perform periodic testing of new creative (titles and descriptions).