Package Details:
Pay Per Click (PPC)
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Pay Per Click Management -- Creating, managing and maximizing your advertising presence on Google search pages in order to drive keyword targeted traffic to your site.
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I'm sure you've seen pages like this thousands of times, but, just as a refresher, this screen shot illustrates the difference between PPC search results and Organic search results:
Pay Per Click (PPC)--primarily involves advertising on Google's search pages (they have 70% of the market). When someone performs a search for a keyword on which you are bidding, your ad will appear on the search engine results page (SERP) in the "sponsored links" area. When someone clicks on your ad, they are taken to your website and your account is charged the amount you have bid for that keyword.
Sounds simple doesn't it? Don't be fooled. It can be complicated. And, if you don't know exactly what you're doing, it can also be very expensive. Plenty of very smart people have made plenty of mistakes thinking they were bringing the world to their doorstep with PPC. Including us.
We've already made the mistakes, so you don't have to!
That's right. We've made our share of mistakes working with PPC and we've learned some very expensive lessons. Because we've learned them, you don't have to. We've been doing this actively for quite a few years now. Client spending has now topped $1,000,000. This isn't our first rodeo!
Our proprietary system for making the most of your PPC campaign involves several steps.
1. Keyword Research
If your package includes Search Engine Optimization (SEO) then we've already done some of the keyword research that will go into your PPC campaign, but not all. We'll take the SEO keyword research and expand on it for your PPC campaign. It's not uncommon for a PPC campaign to contain more than 1,000 keywords. See a more detailed explanation of our keyword research process in our SEO details here: keyword research
2. Campaign Structuring
Google is all about relevance. That means your keywords must relate to your ad which relates to your web page. Google rewards relevance with increased impressions and lower cost per click. Structuring your campaign includes making sure that your keywords are relevant to your landing page and also relevant to your ads. This means your ads have to be very narrowly focused on your keywords. Each ad should contain the keyword in some form. Each keyword needs to be in it's own ad group and each ad group needs to have two rotating ads. Sounds pretty simple until you consider than an average campaign usually contains more than 400 keywords or so. That's 400 ad groups and 800 ads.
3. Ad Writing
Each one of your keywords needs to have a relevant ad--actually two relevant ads that rotate. Yes, we'll write those keyword focused ads for you. Even if you need thousands of ads, we can still do it. In fact, the more ads you need for a properly structured campaign, the more grateful you'll be to have us around to do the nitty gritty work. Here's a small sample of ads in an account containing more than 460 keywords and over 900 different ads.
Obviously we could make this a lot bigger and you'd have to scroll for a long time, but you get the idea. This is a complex program. Not for the faint of heart. But our extensive research and experience shows that this is what it takes to produce results. That's what you're after, right? It's not the person with the biggest PPC account that wins. It's the person who can produce the best RESULTS!
4. Geographic Targeting
Maybe you want your ads to appear throughout the USA. Maybe you want them to appear everywhere in the world. But most of our clients want their ads to appear in a relatively small geographic area around their business. We can create the shape of your target area to conform to any type of geographic description you would like. Here's just a sample of a couple of potential coverage areas we put together for a client recently:
The map on the left shows a defined mile radius in which your ads will appear. The map on the right shows a custom shape which we can create to your specifications. It's not an exact science but we can, in large measure, make sure that your ads only appear to people in your geographic area.
5. Daily Monitoring
We keep track of the activity in your account every day, M-F. We look at which keywords are producing clicks and results and we make certain that your bid amounts are keeping you on the front page of Google. We monitor the quality scores of your ads, the minimum first page bids as well as impressions, clicks, positions, and cost per click.
6. Split Testing
We've already mentioned that we write two ads for every ad group and we rotate them. One ad is bound to get better response for you than another. How will you know that? Unless you're running a statistical analysis every day, you're not going to know. Fortunately for you, that's exactly what we do.
Our sophisticated software engine does a statistical analysis of your ads every day and identifies winning ads at a 95% confidence interval. That way you're always as certain as possible which ad is doing the best at getting response and bringing you new potential customers.
7. Ad Re-Writing
So, what do we do now? Each week we re-write the under performing ads to hopefully improve them and make them better than the winner. That way your campaigns are always improving.
Even small differences in the ads will make large differences in the effectiveness of the ad in drawing potential customers to your site. That's why it's important to carefully track and test all of your ads and make the small adjustments weekly that will improve performance. Over time, you'll end up with a kick-butt campaign that draws new business to you like a magnet.
Your Weekly Report
As you can clearly see this is quite a bit of work we do for you each week. Despite the fact that we're doing all the work, it's still your account and it belongs to you. Therefore, you deserve to know what's going on. That's why you'll receive a report from us each week that summarizes what's happening with your PPC account. This detailed report will help you see the results of your campaigns, the costs, which keywords are working for you, which may need to be deleted, and much more.
We'll use this report to recommend changes in your program to increase effectiveness and results. You'll be able to monitor everything that is happening in your account, but best of all, you won't have to do the work! You can concentrate on what you do best and let us handle your PPC marketing efforts.
Managing Your PPC for Real Results
This is a quick summary of what is involved in implementing our PPC program. We use only proven and ethical techniques. There is no "black-hat" trickery in any of our methods. The tricky stuff others use might work for a while, but sooner or later the search engines will catch on to your tricks and you'll find yourself worse off than before you started. Best to stick with the proven and accepted methods--the methods that actually achieve real results!
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Questions? Call Us.
509-922-0535
My Personal Pledge to You: We Will NOT Work With Your Competition! Our methods are highly effective and proprietary. In order to maximize your competitive advantage, keep your strategies confidential and not the dilute the effectiveness of your program, as long as you're actively working your business, we will NOT work with your competitors.
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Regards,
Craig Mecham, President
The Mecham Company
P.S. Questions? Don't hesitate to call. (509) 922-0535 or (888) 318-0208. We're real people. We actually answer our phone!
© 2009 The Mecham Company. All Rights Reserved
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