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 your site to thrive, people need to find it amid the more than 1 billion sites on the internet.

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.
Regurarly review & iterate keywords, remove under-performing ones.
Analyze the performance of your pay-per-click marketing campaign.
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.


Search Engine Optimization

SEO is one of the most important web marketing strategies - one that should not be ignored. It involves optimizing pages so search engines know what you offer, recognize your value and rank you favorably. This is a complex and evolving area of digital marketing, and it involves things like identifying effective keywords, producing regular, quality content, writing your meta description/ SEO title and more.


Google Ads Management

PPC Marketing, primarily through Google Ads, is an extremely effective way of driving targeted, qualified traffic to your website, no matter what the industry. Living in this platform daily, we have come to understand how to write ads that convert, dial in settings to reach your target audience and ensure we are using your budget most effectively.


User Analysis

Go Media will install and track software on your website, including HotJar and Google Analytics, that will allow us to understand what your users want, care about, and do on your site. We will gain valuable information to ensure your website is user friendly, running as efficiently and effectively as possible. Tools like heat-maps, conversion funnels and recordings will assist us in monitoring user behavior.


Localized Landing Pages

Localized landing pages help you gain local, organic search results for cities you serve surrounding your physical address. These pages are key for your overall marketing strategy, giving you the opportunity for more traffic, leads, and better conversions. We will set-up, write copy, then launch these pages for you.

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Our web marketing team will help you determine which combination of services will best serve your purpose.

Web marketing is one of the best ways to edge out your competitors. It requires an internet strategy road map. The skilled web marketing team at Go Media will guide you to the best strategies for your firm.