PAID SEARCH FAQs

Paid search is the most revolutionary, targeted, and powerful advertising medium in existence. By definition, your ads display only to people who have already expressed interest in your products or services via search query. You only pay once they click on your ad and are delivered to your website. It is a completely fluid marketplace, and with Wpromote's expertise and technology, we are able to turn on a dime, optimizing your campaign in real time. Simply put, paid search is enormously powerful and extremely profitable when executed with precision and efficiency.

First, you select a list of keywords that will be triggered by users searching in search engines like Google or Bing. For those keywords, we write an ad to market your products or services so that users will see this ad when they search for relevant terms. You will pay each time a user clicks on the ad and is delivered to your website. The amount that you’ll pay is dependent on a preset "maximum bid" determined by what you’re willing to spend. If you take this concept, apply it to thousands of keywords, hundreds of ads, and make changes based on a variety of data factors, you have yourself a paid search campaign.

Ads – otherwise known as sponsored links – will show up on the search results pages of every major search engine, including Google, Yahoo, Bing, AOL, Ask, and many others. On the search results pages in all of these search engines, there are two sets of links. The sponsored links appear on the top and along the right-hand side of the page and the organic links are listed in the main body of the page along the left. Organic links are chosen and ordered by the search engines’ complex algorithms. Improving results in the organic links is known as Search Engine Optimization (SEO), and managing sponsored link campaigns is known as Paid Search Management. Wpromote is a full-service, integrated search engine marketing (SEM) firm, excelling in both of these areas.

Immediately. Upon returning our service activation proposal, we will schedule a kick-off phone call with your account management team within one business day. We will take over management of your campaigns at this time and follow up on the action items we outlined in our initial audit of your account. Generally, within seven business days of our initial kick-off call, you will have a newly-revised series of campaigns ready to launch! Data will accrue in real time, and growth and efficiency will continue to develop indefinitely with ongoing optimizations.

With paid search, you get to pick the maximum amount you are willing to pay each time somebody clicks on your ad. This maximum bid, combined with a myriad of other factors – including the relevance of your ad copy, the structure of your campaign, and the historical performance of that keyword – determines exactly what you end up paying and in what position your ad will appear. The more you are able to pay, the higher you will show up in the search results and the more clicks you will receive. Depending on the industry and competition for a given keyword, the cost-per-click can range anywhere from $0.05 to $50+.

Paid search campaigns can be as expensive or inexpensive as you plan them to be. You set your budget, and Wpromote invests that budget as efficiently as possible with the goal of maximizing your results. The more you invest, the more traffic you can get and the higher your results can be in the search engines. It is important to note, though, that investing more doesn’t always mean a higher return on your investment. Most successful campaigns begin with a budget that is comfortable but not too risky. Your budget should expand if the results achieved are positive enough to justify greater investment.

Wpromote manages paid search campaigns in Google AdWords and Bing Ads, which cover between them over 99% of the search traffic in the US. These platforms power the paid search advertising in Google, Yahoo, Bing, AOL, Ask, and many other search engines. Wpromote also manages ads in non-search based paid advertising platforms such as Facebook.

Wpromote's Paid Search Management fees are based on your available monthly spend, with prices beginning at $1,500 per month. For larger clients, we are able to structure custom pricing models. Please call 866.977.6668 for more details.

Paid search campaign optimization refers to the process of making incremental changes to a campaign in order to create a higher average return for every dollar spent. These changes include (but are not limited to): keyword segmentation, ad copy testing, bid management, and geographic, demographic, and schedule adjustments. Expertise in maximizing the efficiency and return of all these variables is what Wpromote like to refer to as our Intuitive Search Intelligence.

Intuitive Search Intelligence is a way of thinking, a paradigm that recognizes data can determine if one ad outperforms another, but it takes human intuition to ask why. We don’t just write ads, change bids and produce content. We help businesses grow and succeed using a holistic approach combining data, technology, and human marketing expertise.

Absolutely! Your budget is entirely fluid and can be adjusted by your account executive with a simple email. If you work with a catalog of products or services, we will want to build a paid search campaign that parallels this catalog and is constantly updated to reflect changes in pricing, features, and/or inventory. Wpromote is happy to work out individual arrangements with clients to ensure that product and service listings are kept up to date.

Wpromote provides completely custom reporting based on your business’s needs. Our reports summarize campaign activity as well as detail exactly how your budget was invested across your accounts. This includes impressions, clicks, cost-per-click, conversions, cost-per-conversion, ROI, revenue generated, and more (all if applicable).

Wpromote’s managers dedicate themselves entirely to the single discipline of paid search account management. Our thorough understanding of all aspects of the Google AdWords and Bing Ads platforms, our proprietary EssentialPPC platform, and our longstanding relationship with the Google and Bing agency teams give our clients a big leg up on the competition. Proper account management and optimization is a full-time job – and not one you should take on alone. Our Paid Search Management services can pay for themselves many times over in increased efficiency and by freeing you up to do what you do best: run your business.

Years ago, it was a snap to run paid search campaigns because the marketplace was so new that even inefficient campaigns could still generate exceptional returns. Nowadays, it can be very difficult, requiring a thorough understanding of the complexities of the paid search landscape to succeed. Since the inception of paid search, Wpromote has developed the tools, gained the experience, and built the technology necessary to run massive and highly efficient search campaigns. In such a cutthroat environment, Wpromote leverages these assets to give you a competitive advantage.

There are numerous ways that Wpromote can make existing campaigns run better, such as expanding keyword lists and match type variations, experimenting with ad copy, improving account structure, testing landing pages, bidding more effectively, engaging negative keywords, and more. Wpromote is also privy to beta features in AdWords and Bing that aren’t yet available to the general public. We approach every campaign with a broad range of tools at our disposal, identify the areas with the highest degree of need, and begin our search for greater ROI.

This is one of the most common paid search misconceptions. If the question is “How do I simply drive the greatest volume of clicks?” then yes, the answer is to be #1. Achieving this placement is not magic; it is a question of cost. The more you bid, the higher you rank and the more clicks you will inevitably receive. However, being #1 in most markets costs an exceptional amount of money, and this cost should always be justified by the return being generated from the traffic. This can be daunting, especially if the marketplace is very competitive. If you have a set budget, you may find that bidding enough to rank #1 uses up that budget too quickly and that a lower bid — and lower rank on the search results page — will allow you to receive more traffic for the same dollar value.

While it is easy to identify a handful of the most obvious keywords related to your products or services, they compose just a fraction of the total keywords that will drive high-quality traffic to your website. Wpromote can identify the hundreds or even thousands of variations of your primary keywords that can, in turn, send extremely valuable, high-converting traffic to your site. Some data suggests that as many as 25% of searches each month have never been searched in Google before!

There is no guarantee that the same tagline that has worked in your direct mail or billboard campaign will translate into the best paid search ad copy. We only have 95 characters of text to pitch your product or service to a potential customer viewing a search results page. We make no assumptions that "Fast Shipping" is better than "Huge Selection," or that a "Free Quote" is better than a "Fast Quote." Thus, we approach each campaign differently, using our breadth of experience and endlessly tested best practices to figure out which combination of factors results in the highest performing ad. Ad copy optimization boils down to "test, compare, and repeat."

Paid search advertising gives you the ultimate flexibility of spending exactly what you want on your advertising each day, or each month. But just choosing an amount to spend is not enough. There are really two ways to approach the budget issue. The first is to establish a fixed budget, and our goal is to maximize results given your budget constraint. The second option is to set an ideal cost-per-conversion and maximize your conversions (i.e. spend as much money as you are able to) given that set constraint. Which direction you should go will be dependent on how fluid your budget is, and how rigid – if at all – your conversion cost constraint is. With these variables in mind, you set your budget, and we manage your campaign to maximize your results regardless.

To maximize your results, your campaign needs to be constantly monitored, tested, and improved. Setting and forgetting will eventually and inevitably lead to inefficiencies and wasteful uses of spend. Further, your keyword bids require adjustment in order to adapt to changes in the marketplace, seasonal shifts, and many other factors. Google and Bing are also constantly releasing new beta tools and products to improve the user experience that must be accounted for in your campaign. Expert ongoing optimization is the only way to maintain the highest possible return on your advertising dollar.

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Wpromote, Inc.
1700 East Walnut Avenue Fifth Floor El Segundo, CA 90245
866.977.6668