As a segment of search engine marketing, pay-per-click marketing and advertising, simply put, is a variety of ads that incur a fee each time a user clicks on them. The cost of a click can vary dependent on the strategy and settings of your campaign, but the long list of benefits starts with an advertisers’ ability to directly inject consumers into various segments of their sales funnel, which can be more beneficial than any other marketing.
Search engines like Google & 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 mold the scattered buyer’s journey. This also gives pay-per-click (PPC) strategies an advantage in the short term over organic search engine optimizataion despite working hand in hand.
Other Notable benefits of Pay Per Click Advertising
THAT Agency values transparency, education, and collaboration. Before account set-up occurs, clients will be encouraged to evaluate their expectations of what pay-per-click marketing should provide. With this information, THAT Agency will review the clients objectives as a whole and may suggest additional solutions, such as social media management. Once strategies are suggested, account set-up will begin.
Account set-up will consist of keyword research, ad development, ad extensions, landing page optimization, and tracking installation. Once created, campaigns are also reviewed by Google AdWords and Bing Ads representatives. These key steps allow 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 the click and impression, using analytical and dynamic integrations with certified vendors to ensure the highest quality data is being provided for optimization purposes.
Monthly, THAT Agency meets with clients to report on pay-per-click key performance indicators as well as to cross reference sales data in an effort to tie in lead conversion rates and gain a better understanding of the optimal cost per lead. Using this data, campaigns are reevaluated and updated in any way that may provoke a better performance.