Google AdWords and CPC Marketing

Google AdWords and CPC MarketingThere’s a lot of information to read here, but if you only read one thing, read these bullet points of our services.  If you have any other questions, read on, or feel free to contact us for a free consultation.

Z-Dog Media Google AdWords and CPC Management Services Include:

  • Keyword research and refinement
  • Account and campaigns set up
  • Creation of ads and ad groups
  • Ongoing campaign optimization and management to improve performance and maximize return on investment
  • Integration with Google Analytics for conversion tracking and in-depth analysis and reporting
  • Landing page creation and optimization to improve conversion rates and ad placements, as well as as reduce ad rates (Google charges less for ads for well optimized sites)

Advantages of Advertising with Google AdWords

The days of buying advertising in a magazine, on the radio, or television and hoping for the best are over.  With Google AdWords, you will be able to track exactly how much your ads are paying off, and when they are not.  Not only will you know details about your return on investment (ROI), you will be able to use sophisticated marketing techniques to ONLY show your ads to people interested in what you have to offer.  The micro detail that can be employed is truly astounding,  For instance, want to market your restaurant’s happy hour special to DC commuters on their way home after a day at work?  Your ads can be targeted to just those searching for happy hours within a 2 mile radius of your establishment and the train station from 3 to 5PM weekdays.

Give us a call or or send us an email and let’s explore how out experience with Google Adwords can help bring more leads and customers to you.  Our main goal is to insure you see a robust return on investment for your AdWords campaigns.  Our specialists are certified by Google in all aspects of Adwords (search, display, mobile, video, and shopping), as well as Google Analytics, and they can design and implement campaigns that work best for your business and budget, and make sure those campaigns run efficiently for maximum ROI for your advertising budget.

How Google Adwords and CPC Advertising Works

Google AdWords  is highly customizable depending on the individual goals, needs, and budgets of its advertisers.  After an initial consultation to determine these factors, Z-Dog will create and implement your ad campaigns.  Google ad space in search results and on partner websites  is sold on the basis of millions of behind the scenes online auctions that happen each second of every day.  Bids are set for certain keywords and advertisers compete for those their ads to appear when someone searches for those keywords.

There are 3 ways Google charges for ads and we can help determine what will work best for your needs and create a plan according:

  • CPM (Cost per Thousand) — you are bidding on how much you are willing to pay for your ad to be shown 1000 times.  This is a good strategy for those interested in awareness and branding campaigns.
  • CPC (Cost per Click) — You are bidding on how much you are willing to pay for someone to actually click on your ad and visit your website.  This is a good strategy for building website traffic, as well as for branding, and awareness.
  • CPA (Cost per Acquisition) — You are bidding for how much you are willing to pay for someone to actually fill out a form to become a “hot sales lead,” make a purchase from your online store, sign up for your newsletter; or whatever trackable action brings value to your business.

Keep in mind that you will not always be paying the amount of your bid, only enough to keep you ahead of your competition.  The Google Adwords bidding process can be confusing, complicated, and intimidating to newbies.  Bid price is only one factor Google considers when placing your ads (and not the most important one).  Site rank, credibility, content, ease of navigation, and a relevant landing page all factor in.  Those with well optimized sites and a solid bidding strategy can actually end up paying less than their competitors for higher ad placements!

AdWords and Pay-Per-Click Account & Campaign Setup

If you haven’t yet set up AdWords account or campaigns, we can handle that for you.  If you have we can still help you make sure it is optimized for your needs and your budget.  We generally recommend that new campaigns start out slowly until performance metrics begin coming in.  We can then use this data to scale the scope of your paid search marketing strategy to meet the needs of your business and your budget.

AdWords and Pay-Per-Click Management & Optimization

Campaigns we create from scratch will be optimized from the start.  For campaigns that are already set up and running, we can analyze and optimize them for maximum conversions and return on investment.  Even after AdWords campaigns are implemented and optimized, it’s recommended and necessary to always stay on top of things to make certain that budgets and bids are maximizing ROI, and that your ads are performing well and generating the results you seek.

Google Analytics Integration

For insight into how your PPC and Adwords advertising campaigns are performing and to identify what’s working and what isn’t, it’s essential to integrate them with Google Analytics. Analyzing traffic and conversion data takes away the guesswork and gives us insight into your marketing efforts that will allow for marketing decisions to be made based on solid empirical data.  Leave out this important step and you may burn through your paid search advertising budget with little to show for it. Our team of specialists will make certain that Google Analytics are integrated with your AdWords accounts and configured to provide the reporting needed for this critical analysis.

Landing Pages & Conversion Rate Optimization

Google’s main business objective is to deliver  good experiences for THEIR customers, in other words people searching on Google or browsing their network of partner sites where ads appear.   Landing pages for pay-per-click ads, and all AdWords ads, should be specifically designed so that when someone clicks on an ad, they will arrive on your site to find a page which corresponds with what they were looking for or expecting when they clicked on that ad. This streamlines their experience and gets them the information they were looking for as quickly as possible.

Delivering visitors the perfect landing page that matches the ad they clicked on will result in  improved conversions and an increase in your ad’s quality score, a number assigned by Google based upon various factors they deem important to website quality. Ads with higher quality scores will not only receive more exposure, they will be charged less to win ad space.  If your landing page rates higher than your competitor’s, you could not only pay less than he does for the same keyword, your ad will likely be ranked higher than his!  That’s right, a site with a poor quality score can pay more to rank lower for the same keyword than a site with a high quality score, so it’s extremely important to have strong and impactful landing pages on your website to strengthen connections with prospective clients quickly and to give customers exactly what they want.

You could be making money with Google AdWords now! Contact us for a free PPC consultation and discover how!

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