Google Pay Per Click Advertising
Targeted and Effective
Google Pay Per Click advertising (PPC) is one of the most highly targeted & effective methods of gaining new visitors to your website. In this post I will provide a brief explanation of the core concepts that I explain to our clients.
Set Your Own Budget
Online advertising provides outstanding budget flexibility and control, and a superior ROI over traditional print media. For our local clients, a Jacksonville online advertising campaign using Google Adwords can be very effective with a budget between $100 – $500 per month. Our research of your industry and the level of competition in the geographical area you are targeting will help us determine an appropriate starting budget. To begin we set a daily and monthly budget directly into Google Adwords, ensuring that your monthly expense is never more than 10% above your budgeted ad spend.
Highly Targeted Leads
You pay Google each time someone clicks on your advertisement. But this is the best part about using Google Pay Per Click advertising – your ads only show up for people who have searched for something that your business offers! Here’s another myth busted – your competitors cannot repeatedly click your ads costing you money. Google algorithms identify and nullify those pesky competitors who have nothing better to do with their time.
PPC advertising cannot be evaluated using offline metrics such as CPM (Cost Per Thousand). Instead, we need to consider CPA – Cost Per Acquisition of a new customer or client. Using CPA metrics your Google Pay Per Click advertising ROI will be far higher than a 1/4 page print advertisement in your local coupon magazine or newspaper.
Should You Advertise Online with Google Pay Per Click advertising?
Online advertising should be considered by every business as one of the primary methods to gain new business. With that being said, there are a variety of factors that can inhibit your ability to maximize your PPC ROI. First and foremost your website design needs to be appealing, easy to navigate, and include an easy-to-find method to capture customer information. Secondly, your website must have quality HTML structure and quality content. Google algorithms evaluate the correlation between the keyword you want to bid on, the ad message, and the website you are sending the customer to, and assigns a “Quality Score.” This score helps determine your impression share – or how often your ad appears on the screens of potential customers. A poor quality score reduces your visibility. We’ll discuss these concepts in greater detail in a future blog post. In the meantime, I’ll be happy to discuss this with you directly. Call or email anytime.