Pay Per Click (PPC) Management
Save time, save money and reach thousands of qualified new customers
Pay Per Click (PPC) advertising refers to the small text ads that appear on the top and sides of any search engine results page. You only pay for the ad when a potential customer clicks on it and is driven to your site. To be effective, you’ll want to create multiple ads to appear on many different search pages. In other words, you’ll need to create a PPC campaign.
At MedBanner, we have seven years of experience creating and managing PPC campaigns and are Google and Yahoo qualified professionals. Our strategy includes generating lists of relevant key words, organizing the key words into manageable groups, monitoring bidding on the key words, creating ads for each key word group, uploading multiple ads, and managing the campaign.
Because our unique proprietary software program makes an otherwise daunting and tedious task efficient, you’ll spend much less time and money while reaching thousands more customers.
We provide the following PPC campaign management services:
- Using KeyWords to Generate a PPC Campaign
- Creating Relevant Ads
- Conversion Tracking
- Monitoring Bids and Optimizing Your Campaign
Using KeyWords to Generate a PPC Campaign
To create your PPC campaign, the first step is to generate a list of relevant key words, the phrases a potential customer will use for a search on Google or other search engines. For instance, if you run a physician employment agency, when a potential customer types the key words, “cardiology or physician jobs,” you’ll want your PPC ad to be placed on that search engine results page.
Many advertisers generate a small campaign of five or ten ads to match five or ten key word searches. At MedBanner, we recommend much broader exposure. Using our sophisticated proprietary software, we generate lists of thousands of relevant key words. The campaign becomes manageable because we organize the key words into groups, with one ad targeting groups of key words. For example, if one ad targets a group of 1,000 key words, 30 ads can target 30,000 key words. This means literally thousands more customers are driven to your site with little additional cost per ad.
For your physician employment agency, some possible key word groups for your agency might include:
- the names of all 160 medical specialties (i.e. surgeon, cardiology or internist jobs)
- the various words for job, such as work, opportunity, internal medicine
- the 50 different states where jobs are located
Once you have generated your list of relevant key words, you’ll want to include as many of those key words as possible in your advertisement. This is because the search engine rewards you for relevancy. Simply put, Google will place your advertisement higher on the page if you use key words in your title and in the ad itself.
For example, here’s an ad for the key word health spa. Note that the key word appears in the title and in the ad itself.
Health Spa: For a Treat
Come to the world’s
most expensive health spa.
As you can see from this example, you must tell your story in just a few words, about 15-20. PPC advertisements must also conform to different requirements for different search engines.
Our team at MedBanner will write PPC ads that comply to each search engine’s requirements, improve your position on the page and boost response from customers.
Monitoring Bids and Optimizing Your Campaign
As mentioned earlier, your PPC ads will appear on search engine results pages for relevant key words (i.e. for your physician employment agency, you’ll want your ad pulled up when a potential customer types in the key word phrases physician jobs, M.D. jobs, and many others).
At MedBanner, we research the key word phrases that will draw the most customers to your site, then bid against your competitors for those key words. The highest bidder wins the top position on the page, as the #1 ad will receive the most clicks and thus draw more customers to the advertiser’s website. The #2 position goes to the second highest bidder, and so on.
In addition to bidding, ad ranking is also determined by how relevant the ad is considered by Google or other search engines. Google optimizes ads on a daily basis, which means that they move ads up in rank that are more relevant and effective (i.e. ads that include more than one relevant key word and therefore receive more clicks).
Once the ad is created and bids set, our seasoned team at MedBanner will monitor a continual auction for key word bids, 24 hours a day, 7 days a week.
Monitoring bids in this highly competitive, warlike atmosphere can be a tremendous drain on time and resources for the inexperienced. This is why most companies today leave PPC campaign management to the experts, just as they would outsource the management of a print ad campaign.
At MedBanner, our experienced staff monitors bids and optimizes your returns in a fraction of the time, saving you money and producing far more effective results.
Once your campaign starts, our team at MedBanner will want to know which of your PPC ads are converting to the most sales. This is managed through conversion tracking.
How does this work? As part of your Google Advertising account, you’ll receive a piece of code. By placing this code on the transaction page of your website, we can track how many sales are made for each PPC ad.
Conversion tracking helps us analyze what is working or not working in your campaign. For instance, one key word may be producing many more sales than others. Once the data is in, we can focus your ad campaign on the key words that are producing sales and stop paying for ads that are not.
In other cases, conversion tracking may tell us that the current position of your ad is not be cost effective. It’s not always best to be #1 on the page, as the cost per click is higher. If your rate of conversion is 10% (i.e. it takes ten clicks to make one sale), the cost of $8 per click for the number one ad makes the advertising cost for one sale $80. If you drop to the #3 position, where the cost per click is only $2, then your advertising cost per sale is only $20. Conversion tracking tells us which position is most profitable.
It is this ability to analyze the bottom line that makes PPC advertising more cost effective than any other type of advertising media today.
At MedBanner, we monitor conversion tracking data to determine which ads are generating the most sales, and which ones should be discontinued. This saves you time and expense, and takes the guesswork out of your PPC campaign’s cost effectiveness.
Get expert help with ad creation, PPC management and optimization in business since 1999.