Posts Categorized: PPC


Should I Advertise On My Brand Name?

Whether I’m taking over an existing account or starting a new one for a client, I often hear a very similar question from most companies:

“Why should I advertise on brand terms where I already rank #1?”

This is a valid question and I share the following benefits:

  • Occupy more real estate – If you look at the first page of the search engine results page (SERP) like a piece of land, PPC advertising allows you to occupy more of that space and get more of those clicks.
  • Block the competition – Already rank organically? That’s awesome, but PPC ads can appear above organic ads. Is that a location that you want to let your competitors occupy?
  • Control the message – Organic rankings are great, but Google decides what your listing says (and it changes from time to time). PPC advertising lets you say what you want, how you want, when you want.

Those are great benefits, but many of you are probably thinking about the cost of bidding on branded terms, especially if you have a popular brand. Let’s think about who’s searching for your branded terms.

First, you have loyal/returning customers. I’m guessing you want them to find you. Keeping existing customers is easier than acquiring new ones. If you’re not advertising, your competitor could be stealing these people. Isn’t that worth a few clicks to protect your current customers?

Second, you have new/potential customers. These people have been exposed to the brand enough to remember the name and are now looking for you. They may even be expressing their needs in conjunction with the brand, such as “Kleenex travel packs”. Your home page may rank already, but with that search term, don’t you have better messaging you could use? A more specific page of your site you’d like them to see first?

In conclusion, I recommend that you do advertise on your brand name and branded terms. You will retain more of your current customers and acquire more new customers that are already looking for you.


PPC May Be Hard, But It’s Worth It

Pay-Per-Click (PPC) is an attractive marketing channel for any business due to the immediacy of results and the ability to only target search users at the moment they’re looking for you. However, many companies jump in, lose a few hundred/thousand dollars and then give up on PPC because getting results is too hard.

Effective Tactics Are Difficult

MarketingSherpa published a new marketing research chart today that shows results from their recent 2012 Search Marketing Benchmark Report. The full chart is posted below, but you’ll see that the x-axis represents degree of difficulty while the y-axis represents the level of effectiveness for various PPC tactics:

PPC Tactics Effectiveness and Difficulty

As you can see Highly Targeted Ad Groups, Split Testing Landing Pages and Relevant Copy for Each Ad Group are the most difficult tactics, but they are also the most effective. The relative size shows how popular the tactic is, so despite the difficulty, good ad groups and relevant copy are the most used tactics.

In-House vs. Agency

If you are considering PPC or have seen less than stellar results from your own efforts Trafficado can help. We offer PPC management services for budgets of all sizes so you can get professional PPC management without hiring an in-house resource.


Why PPC Is A Smart Investment

PPC Dollar Sign
Pay Per Click (PPC) advertising can be a highly effective channel for increasing traffic and sales on your website. Too often, however, people feel like it’s a matter of PPC versus Search Engine Optimization (SEO). This isn’t really a useful comparison, because any website that would benefit from a pay per click campaign would benefit from SEO, and most that do SEO would benefit from doing PPC. Sites that have no interest in selling something probably don’t need PPC; however, SEO can still benefit these sites by increasing traffic, which has its own benefits.

Pay per click advertising is non-organic, meaning these placements appear because they’ve been paid for and not due to any objective ranking system by a search engine. If you want to appear at the top of the first page of a search engine results page (SERP), you can, as long as you can afford it. A lot of internet users will know that you paid to get there, but if you have what they’re looking for, they won’t care. If you don’t have time to wait for the fruits of a good SEO project, pay per click can be a way to quickly see results, if done properly.

Almost all pay per click advertising is done through the big three search providers: Google, Yahoo!, and Bing. These advertising networks allow you to place ads on the SERP’s and directly on web pages of third party affiliate sites. Each time your ad appears, and someone clicks on it, you are charged the current cost per click. How much that is depends on how much you bid, which in turn is dependent on how much other PPC advertisers have bid. If you’re willing to pay $0.04 per click, but someone else is willing to pay $0.05 per click, their ad will take precedence. Your ad will either appear in a less prominent place on the page, or not at all if there is only one spot. This isn’t cause for alarm though, because if your bid is at least competitive, you’ll always appear somewhere.

As with SEO, keywords are vital to PPC. The difference is that you can specify several keywords and change them as often as you want. The keyword list is a cornerstone of an effective PPC campaign. Because you have to pay each time someone clicks your ad, you want to weed out people who are just browsing without any intention of buying. If your list is too broad, you may attract a lot of these web surfers and waste your money. On the other hand, if your list is too narrow, you’ll miss out on a lot of potential buyers. Using negative keywords, i.e. terms that you don’t want to show up for, can help you target the right audience also.There is an art to nailing the perfect keyword list, and often you need someone outside of your company to help you get it right. Online marketing consultants can really earn their pay here.

No one gets PPC advertising right straightaway. This is why frequent, almost neurotic monitoring of your campaigns is essential. Google, Yahoo!, and Bing provide PPC clients with the reports needed to evaluate the effectiveness of their campaigns. The information on these reports can help you tweak your keywords, locations, ad copy, and the time periods during which you want your ads to be seen. You should be looking at your campaign performance daily, even hourly.

Pay per click advertising, in a way, was made for the “little guy.” Anyone can do it, and most people can learn how to do it well enough to see decent results; however, professional online marketers can transform an okay PPC campaign into a lean, mean conversion machine. Even though you pay a little extra for their services, your net will almost always be greater, especially if you haven’t done much PPC yourself.