Studies have shown that only 30 percent of search engine users click on paid listings, leaving an overwhelming 70 percent who are clicking the organic listings. They also show that the trust level for organic results is much higher than that of paid results, and that paid results are looked upon as a nuisance by some searchers. Organic search engine results tend to be seen as non-biased, and trends also have shown that more of the sales that result from search engines originated in organic search listings.
While statistics may make organic search engine optimisation seem the clear choice in all cases, in certain situations it actually can make more sense to do pay-per-click advertising. For those looking for fast results on a small budget, a pay-per-click campaign may be the answer.
As previously stated, the results from pay-per-click advertising are immediate. On the other hand, an organic search engine optimisation campaign may take up to three months or more for results to be apparent. In this case, pay-per-click is advantageous for those who are looking to promote an initiative that will go live in a short amount of time, or whose business is seasonal in nature and who only do promotion during certain months of the year.
Clearly, organic search engine optimisation has some distinct advantages over pay-per-click advertising. However, there are undoubtedly certain situations and scenarios where pay-per-click advertising makes more sense fiscally and strategically. With a high enough budget, you would be able to have an effective organic search engine optimisation campaign running in tandem with an effective pay-per-click campaign. But if you have to choose one, look into your unique situation before you decide.
It’s perhaps worth noting that there is a school of thought that argues it’s worth having both Organic SEO and Paid search Advertising, because of the roughly 70-30% split between natural search engine penetration and paid search ads, it is clear to some SEO experts that failure to be found in both types of search results could be costly i.e. if your website is only found in one or the other type of result, and your competitor is found in both, you’re ceding either 30 or 70% of potential traffic, conversion and online business or so the debates goes. I personally tend to favour PPC in cases as outlined above.
Most organic search engine optimisation campaigns require a contract of a certain length because SEO companies know that meaningful results will rarely happen overnight. When dealing with an in-house pay-per-click campaign, obviously a contract is not an issue. But in general, even when you are dealing with an agency, you will not tend to need to sign a contract because the agency instead makes money on a percentage of the spend, although there may be a set-up fee. Without a contract, you are free to reallocate marketing dollars elsewhere if you discover that the pay-per-click campaign is not providing the desired results.
PPC Management requires very careful planning, pro-active management of bids and adverts as well as continuous monitoring of PPC metrics.
Our PPC Campaign Management Services are designed to make your campaigns targeted and affordable to help you in building your brand presence and generating targeted leads and ensure that every PPC campaign that we manage achieves and maintain its optimal performance.
What will we do for you?
a) Create accounts with the search engines (while it might be great to work with a few different search engines such as Google Adwords, Overture and Looksmart, your marketing budget may not be able to stretch far, it would therefore be wise to start with one at a time and see how that works for your business).
b) Produce a comprehensive list of relevant search terms
c) Write creative ad text for each search term
d) Manage bids on all search terms
e) Monitor your PPC activity and provide detailed reporting including ROI
1. Keyword Research & Selection
An effective PPC Management doesn’t rely on trials and errors only, but also on a proactive approach to search term selection and bid management.
We will research your target markets and identify the most effective keywords for your web site. A PPC campaign helps to find out if your search engine optimisation campaign is targeting the right keywords that are relevant to your product or service and that are also frequently searched by web surfers. By identifying your industry's most targeted keywords and key phrases capable of generating the maximum profit for the business, you will eliminate wasted words and increase your chances of gaining conversions.
2. Advertising Copy
Writing an optimised Ad Copy for PPC is the most important aspect of a PPC campaign. Your ad copy must grab the readers’ attention to convert to visitors. Your potential customers have done their search and are looking for something specific. We will write your ad to speak directly to them, the headline will be attention grabbing and persuasive to motivate the prospect to read the whole advert, then there's a much better chance that they will click on it and visit your Web site.
Once the creative content statements are finalized, the ads are customized for each PPC Engine to adjust for each engine's criteria, such as the length of the ad, the reach and demographics of the engine, etc., and bidding strategies are developed.
Your ad may be showing in the right place at the right time, but without the right ad copy, your ad may not get the deserved clicks. If your ad is not appealing directly to the person who is reading your ad, he/she may not click it thinking it doesn't relate to him/her. We will develop your ad copy that will grab the reader's attention.
3. Target Position and Maximum Cost Per Click (CPC)
The target position varies between Google and Overture. This can influence the maximum cost per click that is selected for each keyword.
4. Tracking
Tracking it is to monitor how the chosen keywords and ads are performing. This is absolutely essential to calculate the return on investment (ROI) and to determine which keywords do and do not work for your business. Our PPC Tracking system delivers information on unique visits; return visits, enquiry tracking, keyword conversion rates and the overall success of each PPC ad campaign. The campaign needs to run for long enough to gather statistically significant data before changes are made.
Without continuous monitoring of your bids, your PPC expenditure may escalate out of control as your competitors drag you into a bidding battle and without effective actionable metrics, you won’t be able to respond swiftly and decisively to opportunities arising from your PPC campaigns.
Our aim of a PPC advertising campaign is to increase sales for a minimum cost:
A set-up fee
A percentage of the PPC advertising spend (15-20%) - The minimum budget range is £200 per month.
We recommend a PPC advertising campaign with 50-300 keywords that we manage closely to achieve your business-targeted goals. There are often times when better results can be obtained through other channels such as Natural SEO and the PPC advertising spend can be reduced.
Google Adwords
Your Google AdWords advert is given a ranking value by multiplying your maximum Cost Per Click (CPC) with your current Click Through Rate (CTR) and ads are sorted accordingly.
For AdWords, you must constantly monitor the performance of your keywords and ads.
Looksmart
Looksmart has a PPC Service that is somewhat different than AdWords and Overture. With Looksmart you write your own title and ad text for your listing and pay a set rate of 15 cents per click. The ranking order for listings is based solely on their relevance to a user's search as determined by LookSmart's proprietary search algorithm. Payment does not influence the appearance or rank of the listings in the Reviewed Web Sites section.
If you choose to use Looksmart, it is essential for your website to be properly optimised. The main downside to Looksmart is that your payment of 15 cents per click is just to get you listed, and does not guarantee any positioning.
Overture
The ranking of your Overture listings is determined by one thing and one thing only, how much you are willing to pay. If your ad position drops, increase your bid and within seconds you are back to where you left off. Now remember, being number one is not everything. If people see no interest in your listing, they will simply click on number two. Of course, this doesn't cost you anything directly, but indirectly you may be losing the all so important sales. This is why it's important to have carefully written copy for your listing.
In the case of Overture, Looksmart and Google ads, the copy you choose does not affect your position, so you don't need to worry about the ad being 'search engine friendly', but you do need to ensure it is searcher friendly.
Before you get started with any PPC Campaign be sure you understand the search engine's billing practices. With Google AdWords there is no minimum-spending requirement; the amount that you pay for AdWords is completely up to you. You can, for instance, set a daily budget of five dollars and a maximum cost of ten cents for each click on your ad. Google charges a one time, £5.00 set-up fee, and after that you pay only for delivered traffic. Overture does not have a set-up fee, but they do require a minimum charge of $25/month, regardless of whether or not your click through’s have accumulated to that total. Looksmart bills at a flat rate of 15 cents per click. Each engine has a different billing plan for minimum usage, and it's important to understand them.
ISEDN (Independent Search Engine Directory Network)
Guaranteed top exposure in 250+ search engines and directories – One low flat fee – No bidding – No PPC!
How is the Program different from PPC Advertising?
1. Low Cost: £10 per month per keyword term (please note that a minimum of 3 months campaign is required).
2. No Hassle: No keyword bidding, no per-click charges and no incentive for click-fraud.
3. Top 10 Exposure: Through a rolling selection system and restricted keyword sales.
4. Worldwide Placement: Your listing(s) are featured on hundreds of search engines and web, blog & article directories around the world.
Please contact :
LA Web Creations
33 Invicta Close
Chislehurst
Kent
BR7 6SJ
England
Tel: +44 (0) 208 467 9222
Please send us an email.
Don't delay contact us Today!
LA Web Creations.co.uk
Lucy Boutaleb & Bob Boutaleb combine Website Content Writing and Organic SEO Consultancy.
PPC Management!
