Pay Per Click (PPC)

Pay Per Click Advertising Services

As part of our range of search engine marketing services, RefreshWeb provides pay per click advertising services for some of our clients. Paid search campaigns are a helpful option for many businesses. It allows them to have good visibility on the hundreds or thousands of relevant search terms that can't all be covered on the website, and it's especially useful for targeting individual regions, states or cities. It also gives real, current data on search term use and the effectiveness of each term in making sales or generating leads.

What is paid search?

You can't optimize for everything

These terms refer to the ads that are displayed along with the natural search results. When people search for the terms in your list, your ads display above or alongside the organic search results. If your ad displays and isn't clicked, you aren't charged. When someone clicks on your ad, you pay for that click. The price per click varies widely depending on the term, and how highly positioned your ad is. Some clicks are only a few cents, while some are several dollars per click.

It's important to realize that lots of people don't click on ads, especially when they are researching a solution to their problem. Search terms can be informational, such as a search on "pay per click advertising," or show a more transactional intent, such as "pay per click management company." In a 2007 study of B2B search behavior, only 18% of searchers would click on an ad.so PPC advertising by itself may be missing 82% of the total available search market™.

What does a pay per click management company do?

PPC search engine marketing is easy to set up with Google and Yahoo's tools. Just put in some words and your URL and you're done, right? Not exactly. PPC is a lot more complicated if you want a good return on your advertising dollars. If the person setting up your campaigns isn't experienced and trained, it's easy to spend a lot of money and get no results. Hiring an experienced internet marketing company saves you from wasting money and will get far better results than you would get on your own.

A pay per click management company researches hundreds or thousands of active search terms, organizes all of these terms into categories, and then into targeted groups with specifically targeted ads and landing pages. Terms, ads, and landing pages are tested to find the best performers and weed out the weak ones. RefreshWeb uses various analytical tools to track and report your results so that you always know what's happening with your pay per click advertising campaigns. Hiring an experienced company for pay per click advertising services makes sense—higher ROI without the risks of going it yourself.

Pros and cons of pay per click advertising

Pros:

• Your ad campaigns can be up and running quickly
• PPC search engine marketing covers the long tail of relevant terms that the site can't be optimized for, allowing you to have excellent presence in the market
• Your ads run on up to your budget limit, stopping when the money is spent
• The results are easy to track, so you know exactly how well your ads are working
• You're only charged when someone clicks on the ad
• You can compete locally with much larger competitors

Cons:

• If someone out-bids you, your ad goes down in its position
• If your daily budget is spent, your ads stop displaying
• If the campaigns aren't set up correctly and monitored closely, it's very easy to spend a huge amount of money and get nothing in return