Our PPC Consulting Services
Allow us to help you grow your business by bringing you new customers every day. Each client is unique in their business practices, and therefore we work with each client individually to assist you in getting the best results possible. We can manage all your PPC campaigns including, but not limited to, Google, Bing, and Facebook. You determine the monthly PPC budget, and we’ll mutually agree on an initial ROAS (Return On Ad Spend) goal. These goals are determined based on your business goals and margins.
Typically we begin working with new clients by focusing our efforts on Google as it represents 80-85% market share. Once our Google efforts are optimized, and metrics are stabilized, we will then start working on adding Bing and other search platforms to bring you even more incremental sales.
Google AdWords is Google’s pay-per-click platform. This platform allows merchants (or their advertising agencies, us!) to show ads called “sponsored links” on Google and their Search Partners SERPs based on keyword searches entered by a user. Within Google we can target users based on location, searches, and devices. In addition to search we also manage our clients display and Google Shopping campaigns, making sure the same goals are met. There are so many ways to target your customers and we’ve got it licked!
For Basic Terminology, please visit the Google Help File Here.
Bing Ads formally known as Microsoft adCenter is the home of both Bing and their search partner YAHOO!. Over the years we’ve first run our client’s ads in Google and later rolled them out to MSN. Through the years we have found the volume to be about 15 – 20% that of Google. So, while Bing should not be ignored, focus should initially be placed on Google. Once AdWords is humming along nicely and metrics are stabilized, we like to then start adding the incremental sales that we find on Bing.
Facebook Ads are a great way to reach targeted buyers by specific interest. Facebook doesn’t provide conversion tracking, so it’s a good idea to make sure your ad URLs are properly tagged to record in Google Analytics (or other Analytics platform used).
Facebook ads can be targeted by location, language, and demographic data like age and gender. Most importantly, these ads can be targeted by interests via the social associations Facebook users have created, topics like movies, books, music and other interests. Personal data like job titles, birthday, education level and the interests of people they are connected to, can also be targeted.
These ads aren’t keyword based like other paid search, some experimentation and ongoing optimization are definitely required to tune your results. However, we use your usual keywords as a starting point with the Facebook interest suggestion tool to jump start your targeted interests selection. Because people are socializing, not searching, expect a lower Click Through Rate (CTR) and Return On Ad Spend (ROAS) compared to Search PPC – so we bid lower, use CPC rotate ads for freshness, and cap frequency to avoid burnout..and test, test, test – like all paid search efforts. Ask us how we can improve your Facebook Ads!