Pay-Per-Click Marketing

Pay-per-click marketing is a strategic effort to reach the most likely prospects at a pivotal moment in the purchasing cycle.

A great website is paramount to any firm that buys, sells or advertises online. But it's only one piece of the puzzle. In order for that site to thrive, people need to find you amid the more than 1 billion sites on the internet. Enter Pay-Per-Click Marketing.

At Go Media, our Cleveland pay-per-click marketing team can help you:

  • Conduct keyword research, including setting negative keywords;
  • Write short, descriptive phrases for the ad that will help to best sell your services;
  • Analyze the performance of your pay-per-click marketing campaign;
  • Maintain your campaign by adding new words, reviewing and deleting costly/ under-performing keywords and refining landing page calls-to-action to boost conversion rates.

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A great website is paramount to any firm that buys, sells or advertises online. But it's only one piece of the puzzle. In order for that site to thrive, people need to find you amid the more than 1 billion sites on the internet. Enter Pay-Per-Click Marketing.

Pay-per-click marketing is a strategic effort to reach the most likely prospects at a pivotal moment in the purchasing cycle.

In case you aren't familiar, pay-per-click marketing is the driving force behind those little text ads that appear when you're using a search engine (usually Google). Search engines allow individuals and companies to purchase listings in their search results. Those pay-per-click marketing listings show up alongside the organic, non-paid search results. The search engine will get paid every time someone clicks on one of those sponsored advertisements. A formula is used to determine the price for these ads, based on the competitiveness of the keyword. So the more desirable the keyword, the more the base price will be. Companies then pay the search engines based on how many clicks that ad gets - regardless of whether those clicks result in conversions.

Even if you aren't planning to run a pay-per-click marketing campaign right now, having a grasp on how the process works is increasingly essential. Kissmetrics reports Google's paid search revenues are climbing by double digits nearly every quarter. That tells us more and more companies and advertisers are hopping aboard the pay-per-click marketing bandwagon. If you are at all hoping to grow your firm or generate more leads, pay-per-click marketing is part of a successful formula.

At Go Media, our Cleveland pay-per-click marketing team can help you:

  • Conduct keyword research, including setting negative keywords;
  • Write short, descriptive phrases for the ad that will help to best sell your services;
  • Analyze the performance of your pay-per-click marketing campaign;
  • Maintain your campaign by adding new words, reviewing and deleting costly/ under-performing keywords and refining landing page calls-to-action to boost conversion rates.

PPC gets eyeballs on your page. You also must have a well-designed, responsive website with clean navigation and a clear call-to-action. That's why we stress that pay-per-click marketing is just a piece of the internet marketing puzzle.

The Role of Pay-Per-Click Marketing in Advertising

In truth, most businesses cannot afford to lean solely on pay-per-click marketing as their only advertising strategy. It costs way too much, and it's common to get caught up in bidding wars for keywords that won't deliver on the return.

That said, there are some smart ways you can use PPC to your advantage. These include:

  • Issue and campaign-based traffic. Let's say you are unveiling a new product, special issue or service. Pay-per-click marketing can be used to help you get the word out. Using pay-per-click for this kind of focused attention over a short time span can be very effective.
  • Direct-response business. If you sell products or services online, pay-per-click marketing is a must-have. Pay-per-click conversion rates are higher for online stores because every person who lands on that page is a potential customer.
  • Niche keywords. Let's say you're trying to drum up online traffic for a very specific keyword. In those instances, pay-per-click marketing can be a bargain. For example, let's say you sell knives. Terms like "knives" and "knife" are both waaaaay too broad. Even the term "kitchen knives" is going to be a tough one. But you might get a lot of returns for "Chinese vegetable knife" or "Chinese vegetable cleaver."  Plus, people searching for a highly specific term like that are more likely than not close to making a purchase.

With some systems, like Google AdWords, your pay-per-click marketing campaign can start delivering traffic within just a few minutes of opening an account. Normally, organic search engine marketing and other kinds of advertisements can take weeks or months to show results. There is still great value in formulating a long-term, organic search engine optimization. But pay-per-click marketing can offer a quick jolt.

Tracking Conversions

Of course, the point of any PPC campaign is to get clicks. But the bigger goal is conversions (when a website visitor takes a desired action). That's why our Cleveland pay-per-click marketing team will help you track conversions.

Conversions can include:

  • Making a purchase;
  • Completing a sales inquiry form;
  • Registering;
  • Downloading an app.

Whatever it is, it must hold some value to your organization.

We work to track conversions through basic conversion tracking platforms to give you a sense of your campaign's success.

To learn more about our Cleveland Pay-Per-Click Marketing services, call Go Media at 216.939.0000 or contact us online.