While Pay Per Click (PPC) advertising has only been around for about a decade, it has proven itself a necessary tool in our arsenal. With PPC businesses can pay for a high search engine ranking by bidding on keywords relevant to their site.  The highest bid receives the best ranking.  At All Access Unlimited, we help our clients understand the basics of PPC advertising and successfully manage every aspect of their campaign—saving them time, money, resources, hassle, and greatly reducing the chance of their failing.

Choosing the Right Keywords & Phrases

The first step is to help our clients choose the appropriate keywords.  Keywords are the golden jewels businesses use to drive customers to their site.  Great care must be taken in choosing the right words—the words and phrases that search engine users are actually typing into search engines.  At All Access Unlimited, we work with clients to ensure the keywords chosen will accurately describe their product or service. Besides checking competitive sites, we use expertly designed software that shows us the words and phrases most frequently in the search engines.  

Writing the Ad

After final keyword selections are made, we get to work writing the advertising copy.  It is important to remember that even if a customer chooses not to buy your offer, you will still pay for their click on your link.  We take great care in writing clear and concise, results driven advertising copy that describes exactly what the customer will see when they click on your link.  This helps minimize window-shoppers and draw profitable prospects.

Designing/Writing Your Landing Page

It is also critical to choose an appropriate landing page for your ad.  At All Access Unlimited, we guarantee this page is well designed and provides the action step for the offer clicked on in your ad.  While many search engine listings lead visitors to the homepage of a website, in PPC it is crucial to make it easy for the customer to find the advertised product or service immediately, as well as a “selling message” that urges the prospect to choose you over the competition. If they need to search the site, or if they feel as though you are just advertising to them (as opposed to being the true expert in your field) in most cases they will just move on.

Managing Your Budget

Budget is always a tricky subject.  We have the knowledge and experience needed to help clients choose an appropriate amount to spend on a PPC campaign and also determine the highest bids for each keyword chosen.  Keep in mind that the ad does not need to be ranked number one to be effective.  Advertisements in the number two or three slots often have just as much success in click through conversion.  Because of this, it is not always necessary to be the highest bidder. 

Testing, Testing, Testing—And Then More Testing

Testing the PPC campaign is a necessary step in evaluating its effectiveness.  At All Access Unlimited, testing advertising copy is not an afterthought, but rather a crucial step in the entire planning process.  We test the advertisement as well as the landing pages to find the best mix for the campaign.  Often we will do a split campaign using two different advertisements, landing pages or keywords.  This allows us to track the potential for each ad simultaneously.
 
Testing not only provides a gauge for the effectiveness of the campaign, it enables many marketers to lower keyword bids, and improve the click through rate.  Because of this, it is crucial to evaluate the success of all aspects of the campaign on a regular basis.  We do this for our clients continuously, to ensure that their ad is at the top of the listings and receiving adequate levels of traffic. 

In Summary

PPC marketing is desirable for many reasons, mainly because you can see immediate results.  Campaigns can be set-up tested and reworked in a very short period of time.  However, this does not mean it is an easy form of Internet marketing.  Given the multitude of factors involved in creating such a campaign, many businesses ask us to help them with the planning and maintenance.  When conducted correctly, Pay Per Click is a lucrative form of Internet marketing.  However, a successful campaign takes proper planning, research, evaluation and the guidance of an expert in order to run smoothly and generate substantial profits.


© All Access Unlimited, LLC. All Rights Reserved. All Access Unlimited provides high conversion web design, action generating copywriting, and results-driven marketing to companies across the world. Building your web presence, expanding and intensifying your content, creating and executing an effective online marketing strategy—these are just a selection of AAU’s services. Coming from traditional design backgrounds, specialized marketing training, and real-life N.Y.C. business experience, AAU can help your organization expand and grow in the American and world markets: www.allaccessunlimited.com.