PPC Management

Paid Search is one of the best ways to attract highly targeted traffic for your products.

PPC, also called Paid Search, stands for Pay Per Click. Pay per click advertisements are the ones that appear at the top and right side of most major search engines. for Google, these are created using a service called Google AdWords. Advertisers only pay for these ads if someone clicks on them and goes through to their website.
Here’s how we do it:

Discussion of Objectives

We will work with you to decide how you want to set up the campaign. Do you want to focus regionally, nationally, internationally? Do you want to start with only one or two product categories, or do you want to roll them all out at once? What is your ideal daily/weekly/monthly budget? The answers to these will change, but you have to start somewhere.

Landing Pages and Goals

For each product or product category you choose, there needs to be an effective page for the searcher to visit when he/she clicks on the ad. This page should lead them toward a “goal” page, which would likely be the sale confirmation/ “thanks for buying” page. By having a specific starting and ending point, it can be tracked in Analytics.

Create Targeted Ads with Specific Keywords

For each product or category, there will need to be a specific ad group. Depending on how you decide to set it up, there may need to be more than one Campaign. Each ad group will have specific keywords, and a set of targeted ads. These ads will direct users to the landing page designated for the product.

Accelerated Test Period

For the first week or month after we set up a new ad group, we recommend using a higher budget than normal. This is to ensure that your ads get as much exposure as possible at the very beginning. The more exposure they get, the more quickly we are able to identify trends and get the best ads and keywords possible for your campaign and ad group. The ads can continue to be improved over time, but this will give you a great starting point.

Monthly Management

At the end of the test, you should reevaluate the budget and bidding strategy. Once you have ads that are effective in attracting and converting customers, there can always be improvements. While the campaign will be running relatively well at this point, the testing should continue so as to make sure that you are getting a return on investment and increasing it over time.
If the budget is lowered, you may be getting fewer clicks, but they will be targeted ones. Changing bids to find the optimal position amongst competitors, and testing landing pages to increase Quality Score and make more conversions are things that should be done.
The frequency of checking on the campaign will depend on your budget. Large accounts should be checked daily, while smaller ones can be checked every week or month.