Paid Search Advertising (PPC)
Paid search advertising is often referred to as pay-per-click (PPC) or even Search Engine Marketing (SEM). The first thing that comes to mind when thinking this type of advertising is buying Ads on Google such that they are displayed as part of a keyword search result. Times have changed though and there are now many different ways to purchase traffic from countless sources. Some of these include:
- Social media sites (Facebook, LinkedIn, Twitter, Pinterest, etc)
- Mobile Apps
- Multiple other search engines (Bing, Yahoo, etc)
- Content networks
Google Adwords is likely where you are spending most of your advertising budget simply because it has a huge share of the search market. For that reason alone, it is the most competitive resulting in rapidly escalating per-click costs, lower impression share, lower click-through-rates, lower conversion rates and ultimately higher costs per conversion. The bottom line is that you advertising strategy must include a mix of these and above all, you need to be tracking ever metric to ensure acceptable costs per acquisition.
Managing multiple paid search advertising campaigns can be extremely difficult as each source needs to be continually optimized to maintain performance. Simply setting up a campaign and then taking a hands off approach will no doubt result in an opportunity cost for lost sales and a dollar cost due to ineffective ads. Constant optimization and testing is required for ongoing success.
How can CalScot help with your Paid Search Advertising?
Competitive Pricing – First of all, we won’t charge you an arm and leg like many agencies will. We will try evaluate your needs and make some recommendations.
Effective Analytics – Are you 100% certain your analytics are accurate? What sources are you using to track and how are you feeding your sales information into your tracking?
PPC Audit – we will take a look at your performance to date and provide some recommendations on how to optimize your existing campaigns.
Campaign Setup – if you are new to PPC advertising, we will setup your campaign for you in a manner that will scale effectively over time, while following best practices.
On-going Maintenance – if you don’t have the time, expertise or interest in managing your campaigns, we can do it for you.
Landing Page Optimization – you might have a great product or service and awesome paid-search campaigns that attract a lot of traffic, but if your landing pages are not set up to convert, you will be losing prospects. CalScot can perform A/B tests to continually test and optimize your landing pages to ensure optimal conversion rates and other KPI’s.
Contact us for more information on our paid search advertising options.
- Optimal pricing packages for any budget, large or small.
- Month to month contracts
- You own the accounts