Paid Search (PPC for Dallas and beyond)
Rise to the Top with Professional Pay-per-Click Management
PPC: Your Business’s New Best Friend
Wouldn’t you love a form of advertising that lets you target specific customers, stick to a budget, and move your company—no matter how small— to the top of search results? What if it also offered super speedy results and above average profits? Wouldn’t that be great?
Let us introduce you to paid search. Also called pay-per-click (PPC), paid search ads appear at the top of search results and in social media feeds. They increase sales, lead generation, brand awareness, downloads, video views—pretty much anything your business does online.
Paid search lets you break down target audience members into ever more specific niches, like:
- Location
- Interests
- Shopping and browsing habits
- Life events
- Demographics, including age, gender, education, income level, employment, and political affiliation.
After determining your audience and goal, you can establish a budget, and then use keywords, copy, and design to create ads that will encourage customers to click. If they don’t click, you don’t pay.
Let’s Talk About Money
Yes, advertising costs money, and PPC ads are no different in that respect. They are different in that they only cost money when an interested party clicks on your ad. They can also provide almost instantaneous results (especially helpful for limited-time sales and events).
And they’re extraordinarily effective, partly because they target your audience when they’re ready to buy.
- 75% of online shoppers say paid search ads make it easier to find what they’re looking for.
- 33% click on PPC ads because it directly answers their search.
And people don’t just click. They buy. PPC customers are 50% more likely to buy than organic search visitors. Even Google, king of the search engines, estimates that search clicks are only around 70% as valuable as ad clicks. The bottom line: PPC ads attract shoppers, turn visitors into customers, and offer a great Return on Ad Spend (ROAS).
A PPC Cheat Sheet
How do you create a successful paid search campaign? The PPC experts at our Dallas agency have a few tips:
Define your goals, audience, and measure of success.
Decide on a concrete goal. Do you want to sell a product? Help customers find your business? Automate your recruiting process?
Choose your audience. Be specific. (Refer back to our earlier bulleted list for a few ideas.)
Determine which key performance indicator (KPI) you will use to measure success.
Perform keyword research.
If you could choose five Google searches you’d like to appear in, what would they be? Once you know that, research related keywords that might offer a lower cost-per-click, or even better, the specific traffic you want. When you’ve decided upon your keywords, look at how they fit together. Can you identify themes you might build ads around?
Determine your budget.
Think of PPC as a car and your budget as gas. You need just enough gas (budget) to power the motor (keywords) at an effective rate. You can decide on your budget upfront, and/or factor in elements like whether your campaign is national or local; E-commerce, or lead-generating.
Build your campaign.
Once you decide upon your keywords, ad group structure, and budget, plug your information into Google’s performance planner to get realistic click ceiling estimates. If you’re only advertising in certain areas, include your location for a more accurate estimate. Then create eye-catching ads with keyword-rich copy that speaks to your target audience.
Audit and analyze.
Paid search gives you a wealth of feedback data. Use it to find out what’s working (and what’s not) and adjust your campaign accordingly. Make sure your PPC campaign works in sync with your paid media plan.
Don’t forget landing pages.
Sure, you could lead ad clickers to your home page, but it’s more effective to direct them to a landing page that addresses the narrow goal of your PPC ad. By doing so, you give your potential customers exactly they were seeking, and greatly increase the chance they’ll buy your product, download your information, or fill out your form.
Expert Pay-Per-Click Management Services for Dallas and Beyond
Of course, those are just the fundamentals of a successful campaign. When you’re a Globe Runner client, you get much more than basics. The PPC experts at our Dallas agency will optimize your campaign, analyze results, provide reports, and retune your ads until they meet your goals.
You’ll also get professional Google AdWords management services from a certified Google Partner. Globe Runner is proud to be recognized by Google as a company with trained and certified staff who create successful campaigns.
Another reason to use professional pay-per-click management service: The better your ads, the greater your success. We’re not just saying that. Google and other ad networks charge well-constructed ads less for clicks. The professionals at Globe Runner can build you a high-quality campaign by ensuring you target the right audience, use the most relevant keywords, and include graphic design and ad copy that make your ad stand out from the crowd.
