What Do You Need In Pay Per Click Management?
Pay Per Click Management (PPC) is a form of advertising that came about in the 90’s. In 2001, Google launched its paid search program and effectively revolutionized the entire industry.
Essentially, you create ads and pay Google to run them on participating websites. Your business gets traffic for certain keywords and those websites are paid for their hosting efforts, everyone’s happy.
Over the years, this little system has grown into a billion dollar industry. Ironically enough, it also serves to supply and divert billions to other industries.
If your business is not utilizing PPC, then you’re a little late to the game. Fortunately, that’s what WebCroppers is here to help you with.
At WebCroppers we have 4 simple steps for success, regardless of whether it’s for PPC, email marketing, display advertising, dynamic remarketing, web design or SEO use.
Turning our attention back to PPC management, we begin with the Assessment Phase.
WebCroppers will evaluate your account and its potential. Starting with your business’s landing page and working backward to your account, we evaluate the relationship between your pages and your account.
We highlight factors that are problematic to your PPC strategy along the way, such as a broken sales funnel or incorrect use of CTA’s.
Once we get to your PPC account, we begin to assess the strengths and weaknesses of what you already have. Everything from campaign to the keyword is analyzed, eventually getting to search queries as well.
We look at your competition to see if you are in the correct paid search space and evaluate the competitiveness of the industry.
In the Strategy Phase, after we’ve become knowledgeable about your business and customers, we begin to draw up a tailor-made plan for your business.
Identifying your weaknesses and strengths is essential to putting together a proper PPC strategy.
Knowing which areas of your account can be broken off, cut out, or minimized is a specialty of our WebCroppers PPC experts.
Opening doors to different technologies along the way, we grow your account in a natural way. Re-marketing, shopping campaigns, setting up your data feed properly, and display campaigns are just some of the different venues that we explore and test for your business.
The Execution Phase can be the most difficult moment for any businesses. Patience is a virtue with PPC management. Once we start collecting information about your clientele, we can start to clear up questions and concerns you had during the assessment and strategy phases.
Target markets shift, the execution must shift along with it!
Let’s use an example so you know what we’re talking about. Let’s say you’re an e-commerce store that wants to sell shirts.
We’d begin by assessing various properties, competitors, target markets. From there, our strategy takes hold and we begin implementing Pay Per Click management tools, such as remarketing and shopping campaigns around a certain popular category, men’s shirts for example.
Then, we move to the execution phase and run through the data points accumulated through analytics. We would find that the best-selling product is, in fact, women’s shirts through our data collection.
Finally, we’d execute a shift in Pay Per Click focus, not the overall strategy. The strategy from the beginning has been to sell shirts. The assessment is amended to note what works well between the sales of men’s and women’s shirts. If you find through our data that women are more likely to click on ads than men, you’d want to change your ads to reflect that demographic better. A simple example but it helps you see the importance and core of PPC, data analysis and a lot of it.
Pay Per Click Optimization occurs in different areas this process at different times. The majority of optimization occurs after the execution phase, for obvious reasons.
Understanding how changing settings, bids, keywords and location targeting in one part of the account can affect the other end.
WebCroppers prides itself on never stopping. Our 4 golden guidelines are a way for us to summarize the massive tasks that we for your company
Our clients love working with us because we understand how to tie all the little things together to improve their business.
Cost Per Acquisition (CPA) Management
Cost-per-acquisition/action (CPA) management is a delicate matter too. For those unfamiliar with CPA, it’s a bidding module created for setting-specific spend parameters to acquire a purchase or desired action based on variables collected over time.
Most people think of this bidding module as a ‘set it and forget it’ kind of thing, but that’s far from the truth.
To get to the point where you would be able to implement a successful CPA based bidding module, a couple of things are required:
- Conversion tracking/Phone call tracking
- Analytics (preferably Universal Analytics)
To predict high conversion rate visitors, you would need to compile historical data on the average customer.
This process requires a minimum of six months. Having conversion tracking installed correctly is essential. Otherwise, you won’t know what people did on your site.
Analytics allows you to dive deeper into a wide array of metrics to provide greater insight to users that truly stand out.
More traffic to be pushed over to your website through these methods as well. This can be gained from regular search ads, organic, display ads, shopping campaigns, newsletters, social media, third party self-serving platforms and anything in between.
There are many places to buy and earn traffic.
Once these minimum requirements are completed, you can define specific Pay Per Click parameters around what makes your audience, “your audience.”
Gathering this data can be extremely time consuming and laborious on your end. Not many businesses can afford that kind of time.
At WebCroppers, we strive for putting our clients ahead of the curve when it comes to any form of marketing or bidding platform.
Mobile Pay Per Click Management
Nearly 80% of U.S. citizens carry smartphones on their person at all times.
Google alone pockets $4 billion in mobile ad spend. There’s definitely money to be made in this market, you just need to know the right tools.
WebCroppers saw the mobile ad wave come rolling in and have gotten ahead of our competitors with responsive website designs meant to work flawlessly between desktop, tablet, and mobiles.
Ignoring mobile Pay Per Click is no longer an option for viable businesses.
Google consolidated its desktop and mobile campaigns into one. Most businesses never saw a need to make their mobile and desktop campaigns different.
However, mobile users ARE different from their desktop counterparts.
What does that mean for your business?
It means that desktop will be the minority when it comes to online shopping and Pay Per Click. Mobile, on the other hand, will be reaching newer audiences, giving you an opportunity to build unique brand loyalty.
One dominate example is local searches through mobile phones. Fifty percent of all mobile searches (2.8b Google daily searches alone) are made locally, according to Google.
Businesses of all sizes should be taking note of these statistics, especially since 93% of local businesses do not have mobile-friendly websites.
WebCroppers is here to help you with PPC management. Our approach is to make a one-website-fits-all with a responsive design.
We can give your business the ultimate mobile presence to work perfectly with our PPC strategies. We can also cement that presence with a mobile Pay Per Click campaign across Bing, Yahoo! and Google.
Whether it’s Pay Per Click management, mobile advertising, or anything in between, let WebCroppers get you to the top!