|Pay-Per-Click (PPC) advertising is without doubt the quickest way to drive traffic to your site and as such must be considered as an approach that will potentially work hand in glove with SEO techniques. There are several pay per click search engines but the main and most popular still seems to be Google via their easy to use Adwords facility.
The theory behind the success of all of the major search engines offering PPC historically was simple, the person who placed the largest bid for any key term would have their add positioned at the top of the sponsored links and thus receive most traffic. This all changed when Google introduced their improved pay-per-click program, Adrank, an algorithm that bases your ad's placement on bid amount, and a quality score that's based on ad relevance, landing page relevance, and click-through-rate. This was a major change which meant that a company wishing now to rank high not only had to think about their budget but also give consideration to page content and relevance. Other search engines soon followed suite creating a need for a more specialist approach to Pay Per Click marketing.
At Netmark our team Google Certified experts know how to run an effective pay-per-click campaign, always keeping in mind that it's not just about getting traffic to your website, at any cost, but at a cost that maximizes your profitability. We understand that our true objective is to make your company more profit, not just to get traffic to your website.
At Netmark Essentials, we pride ourselves on our world-class pay-per-click management program. When we initially take you on as a client, we carefully select one of four unique bid strategies for your upcoming campaign. To help us decide which strategy is right for your website, we take an in depth look at your website, products and services, and industry before we make any decisions. Itís very important that we select the right strategy from the very beginning so that time and money arenít wasted trying to figure out the most effective way to manage your pay-per-click campaign. Below are short descriptions of how each bid strategy works.
Budget based campaigns are set-up to give your website absolute maximum exposure for every dollar you spend. The primary objective of this strategy is to obtain the most relevant clicks possible per your ad spend budget. The secondary objective is to increase the budget for the keywords that are converting and decrease the budget for the keywords that are not converting. This strategy works well for those companies that have fewer than two conversions per day or for those companies that cannot track conversions.
Rank based campaigns are set-up to give your website the ranking that works most optimally for your website. By adjusting the bid pricing daily on your individual keywords, we are able to target your desired rankings and maximize the performance of your campaign. This strategy works well for those companies that have had proven success at a targeted rank.
Conversion based campaigns are set to increase conversions, while at the same time, lower your cost-per-conversion. To do this, we compare your most recent campaign data to your historical campaign averages. We increase the budget for keywords that perform well, and decrease the budget for keywords that are under performing. This type of campaign works similar to an ROI based campaign, without having to set specific conversion goals.
Return On Investment based campaigns are set-up to give you a maximum return on your pay-per-click campaign. To do this, we predefine target goals based upon either cost-per-conversion or return on ad spend (ROAS). We then change the campaign daily to work towards meeting those goals. Below is a brief description about how both types of ROI based campaigns work.
CPC based campaigns work best when a client has one product they are advertising on-line. By rewarding keywords that perform well and penalising keywords that under perform, weíre able to better allocate your budget to maximize your conversions and reduce your cost-per-conversion. Because the dynamics of the market change frequently due to seasonality, changes in your industry, new entrants, and customer trends, the redistribution of your budget occurs daily to insure maximum performance.
Return on Adspend
ROAS based campaigns work best when a client has more than one product they are advertising online. It works very similar to a CPC campaign, but because each product has a potentially different cost, we cannot simply attempt to reduce conversion costs equally among all of the keywords in your campaign. Different products produce different levels of profits and have to be taken into consideration when maximizing the performance of a pay-per-click campaign.
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