Pay per click marketing, also called pay per click (PPC) advertising, is a segment of search engine marketing in which ads incur fees each time a user clicks on them. The cost of a click can vary depending on the PPC management strategy and settings of the ad campaign, but the long list of benefits starts with an advertiser’s ability to directly inject consumers into various segments of the sales funnel. These acute targeting parameters can make PPC advertising more bottom-line beneficial than any other form of marketing.
Search engines like Google and Bing allow advertisers to jump to the top of the rankings for multiple relevant search terms by bidding on placements, which then gives advertisers the ability to target potential buyers as their journey through the sales funnel. This also gives pay per click marketing strategies an advantage in the short term over organic search engine optimization techniques, even while working hand in hand to increase search visibility.
THAT Agency values transparency, education, and collaboration. Before account setup occurs, clients will be encouraged to evaluate their expectations of what pay per click marketing should provide. With this information, THAT Agency will review each client’s objectives as a whole and may suggest additional solutions, such as social media management. Once strategies are suggested, account setup will begin.
Account setup will consist of keyword research, ad development, ad extensions, landing page optimization, and tracking installation. Once created, PPC campaigns are also reviewed by Google AdWords and Bing Ads representatives. These key steps allow PPC campaigns to focus on targeted audiences and provide a clear picture of return on investment (ROI).
Once campaigns are set live, the data will show what is driving the sales needle into the ideal ROI category. THAT Agency dives deeper than just clicks and impressions, using analytical and dynamic integrations with certified vendors to ensure the highest quality data is being provided for PPC optimization purposes.
Monthly, THAT Agency meets with clients to report on pay per click marketing key performance indicators as well as to cross reference sales data in an effort to connect lead conversion rates and gain a better understanding of the optimal cost per lead. Using this data, PPC campaigns are reevaluated and updated in any way that may provoke a better performance.