Frequently Asked Questions
1. The Basics Of PPC Advertising
PPC advertising 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. 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, PPC advertising 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, Yahoo and Bing. For those keywords, we write an ad to market your products or services. 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" based on what you are 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 PPC campaign. It’s very easy to do, but very difficult to do well.
Ads – otherwise known as sponsored links – will show up on the search results pages of basically 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 on 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 and managing sponsored link campaigns is known as PPC Management. Wpromote, a full-service, integrated search firm, excels in both of these areas.
Quickly! After returning our Service Activation Proposal, we will schedule a kick-off phone call with your account management team within one business day. Generally, within a week after the call, your account will be built, reviewed and launched!
With PPC advertising, 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 – determine 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 competition for a given keyword, each click can range from $.05 to $20 or more, with an industry average of about $1.40 per click.
PPC campaigns can be as expensive as you plan them to be. You set your budget and Wpromote spends that budget as efficiently as possible with the goal of maximizing your results. The more you spend, the more traffic you can get and the higher your results can be in the search engines. It is important to note, though, that spending 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.
2. General Questions
Wpromote manages PPC campaigns in Google AdWords and Microsoft AdCenter which cover over 99% of the search traffic in the US. These search engines power the PPC advertising in Google, Yahoo, Bing, AOL, Ask and many others. Wpromote also manages ads in non-search based PPC platforms such as Facebook and others on a case-by-case basis.
Wpromote's PPC management fees are based on your monthly spend, with prices beginning at $1,000 per month. For larger clients, we are able to structure custom pricing models, including fee caps and performance-based models. Please call 866.977.6668 for more details.
PPC 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. Included under the umbrella of optimization is keyword development, ad copy testing, bid management, data analysis and more. The end goal is to identify and expand upon the components of a campaign that provide the best return on investment and cut out the components of a campaign that are providing the least return on investment. A simple example of campaign optimization would be identifying the keywords with the lowest cost per conversion and raising their bids and, conversely, lowering the bids on the keywords with the highest cost per conversion. Optimization is an ongoing process as new tools and products are made available and the marketplace changes with time and new advertisers.
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 PPC campaign that parallels this catalog and is constantly updated to reflect changes in pricing, features or inventory. Wpromote is happy to work out individual arrangements with its clients to ensure that product and service listings are kept up to date.
Wpromote provides reporting on a monthly level, however, we are generally happy to make exceptions and provide reporting on a basis that works best for you. Our reports are meant to summarize campaign activity as well as detail exactly how your budget was spent across the keywords in your campaign. This includes impressions, clicks, cost per click, conversions, cost per conversion, ROI, revenue generated and more (all if applicable).
3. Existing Campaign Questions
It is very easy to open self-service accounts with Google AdWords and Microsoft adCenter and run campaigns yourself or in-house. Many campaigns, however, require extensive, ongoing analysis and the expertise of understanding the nuances of the various interfaces and the marketplaces. Wpromote's EssentialPPC platform is constantly evolving to remain at the forefront of PPC technology and is only available to Wpromote clients. Our PPC 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 PPC 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 PPC marketplace. Since the inception of PPC, Wpromote has developed the tools, gained the experience and built the technology necessary to run massive and highly efficient search campaigns. In such a competitive 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 adCenter 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.
4. PPC Myths Debunked
This is one of the most common PPC 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 and this cost should 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.
As much as we would like to, due to the myriad factors out of our control – the convertibility of the website, the competition in the market space, the time required to gain statistically significant data, the whims of Google’s policy team – it would be irresponsible for us to make any guarantees regarding any campaign metric. That said, we work tirelessly to run successful campaigns for our clients, employing the most innovative software analysis available and will aim for any goals set by you.
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, which 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 for before!
There is no guarantee that the same tagline that has worked in your direct mail or billboard campaign will translate into the best PPC ad copy. We only have 95 characters of text to pitch 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 with a breadth of experience and best practices of what has worked elsewhere, and then we test, test, and test again to figure out which combination of factors results in the highest performing ad. Ad copy optimization boils down to "test, compare, and repeat."
PPC advertising gives you the ultimate flexibility of spending exactly what you want on your advertising each day, or each month. There are really two ways to approach the budget issue. The first, you establish a set budget, and our goal is to maximize results given your budget constraint. The second, you set a maximum ideal cost per conversion, and maximize your conversions (i.e. spend as much money as you are able to) given the constraint of an upper-bounded cost per conversion. 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 watched, tested and improved. Further, your keyword bids require adjustment in order to adapt to changes in the marketplace, seasonal shifts and many other factors. Furthermore, Google and Microsoft are constantly releasing new Beta tools and products in AdWords and adCenter to improve the user experience. Expert ongoing optimization is the only way to maintain the highest possible return on your advertising dollar.