A well-managed pay-per-click advertising campaign is one of the most reliable ways to increase qualified website traffic and leads through search engines and social media platforms.
Pay-per-click (PPC) is a digital advertising model in which ads are displayed to users in search results based on keywords that the advertiser “bids” on. Displaying the ads are free — the advertiser only pays when a user clicks on the ad. This model is used on search engines like Google, as well as social media platforms like Facebook, Twitter, and Pinterest.
Because the vast majority of users do not read “below the fold” of the page, let alone past the first page of search engine results, PPC allows you to attain ad placements at the top of results pages for even the most competitive keywords. These ads display in a similar format as typical organic results, but they will have an extra flourish to (in the case of Google search results, it’s a little “Ad” label in the corner).
Once a PPC ad campaign is set up and properly optimized, it doesn’t take long before you start seeing results. This is in sharp contrast to search engine optimization (SEO), which can take a long time for you to reach similar positionings for your desired keywords.
Whether you’re advertising on search engines or social media platforms, you have full control over your budget and campaign parameters. For example, on Google Ads, you have the ability to choose and restrict keywords helps ensure you’re targeting only the most relevant users, and you can scale your ad budget or bids up or down as needed.
With such a vast array of keyword and geographical targeting options at your fingertips, PPC ads allow you to reach people outside of your typical audience in addition to customers who are already familiar with your brand.
You’re never in the dark when it comes to your PPC campaign performance. Thanks to the wealth of data provided about your campaigns, you can make informed business decisions and maximize your SEO and content marketing strategies.
With SiteCare’s PPC management service, you not only manage your online advertising budget wisely, you increase opportunities to turn visitors into customers.
As a Google Ads and Facebook Ads certified partner, we manage your campaigns and budget, track ad performance, identify the most advantageous keywords, and help you meet your traffic and ROI goals.
Start with SiteCare’s Paid Advertising Audit. It’s free! We will outline up to three PPC opportunities you could be missing and provide implementable recommendations for improving your paid advertising campaigns.
Before working with SiteCare, we were managing our SEM efforts in-house. Even with a few of us being Google Ads certified and well-versed in paid search, we acknowledged it was a heavy lift. We decided to retain SiteCare to take on these efforts for us. Within the first few months we saw our CPC drop and our conversion rate go up. We quickly recognized the management fee incurred was easily covered and then some with the ROI gained thanks to SiteCare.
Lance Lambert Chief Marketing Officer, Grove Bags
“Their team is diligent in pointing out what is or isn’t working well and then really diving in to figure out why.”
Alexandra Helton Associate Marketing Manager, Polyglass U.S.A
SiteCare has been an amazing partner to our company. They have handled our digital marketing and over the last 15 years have completed 2 websites and handled maintenance of both. I use the word partner because they share their experience with us but they listen to what we want / need to help us do business better. They also really learned who we are and what we do in an effort to make sure we are reaching our target customer. We are very happy with the work they have done and have recommended them to many friends and colleagues.
Billy Cochran TP Corporate Lodging
With the exceptional guidance and patience of SiteCare, we have evolved our website and digital marketing to levels we did not believe we could. Beyond a coach, we consider the folks at SiteCare members of our team.
Scott Lelling Director of Strategic Marketing, Polyglass U.S.A., Inc.
I've booked eight successful meetings off this campaign and have already signed two clients, and have three contracts pending. Your service has single-handedly transformed my business and I just wanted to say a massive thank you. This is power! I had to hire another freelance copywriter today to keep up with the load. I'm so happy.
Hila Bouzaglou Founder, Shelf
I have booked a number of great meetings this month, and there is a lot of interest thanks to you. I've got more than 23 interested leads to follow-up with!
Nicci Stewart CEO, The Why Effect
PAUSE PLEASE! Please put a pause on the campaigns, I can't keep up with all the leads! As soon as I've caught my breath again, I'll let you know to start the campaigns again.
Craig Rodney Business Coach
I started with SiteCare back in 2015 and have been with them ever since! Before working with SiteCare, I handled all of my own web design and SEO, and I didn’t believe I needed an SEO company. Wow was I wrong. After Google unrolled the 2011 Panda update my website slowly went from the 1st page of all major search engines to being practically nonexistent in the search results. Not only did SiteCare get my website back to the first page of Google, they cleaned up all the negative backlinks and other “black hat” SEO methods that I had been using for years. I’m truly thankful to the whole team at SiteCare for all that they do. I would highly recommend SiteCare to my friends, family, neighbors and strangers!
Justin Gilmore Founder, National ATM Wholesale
SiteCare has been a trusted partner and an extension of our marketing team for years. They helped us convert an outdated and hard-to-manage website to the WordPress platform, making it more SEO friendly, modern, and easy to navigate. As a result, our site saw an increase in organic traffic and valuable leads captured with the new Pardot integration. Overall, we're happy to have this knowledgeable team on our side to achieve our goals.
Andrew Eklind Marketing Manager, Miura America
Also known as a “negative match,” negative keywords prevent your ad from showing up in searches containing certain words. Negative keywords are useful because they allow you to finetune the audience of your ad and maximize your ROI.
Example: Imagine you are a commercial roof contractor who exclusively works on large-scale commercial roofing projects — no single-family residential roofs. You might want “roof replacement” to be one of your keywords, but you don’t want to waste your money on clicks from residential homeowners. If you selected “residential” as a negative keyword, your ad would be less likely to display to a homeowner searching for a roofing contractor to replace the roof on their single-family home.
Geo-targeting is yet another tool for refining the audience of your PPC ad and increasing your ROI. You can choose to display your ad only areas where your product/service is most relevant, and similar to negative keywords, you can also restrict which locations your ad shows up for.
Remarketing is a tactic used by digital advertisers to bring potential customers back to websites after they’ve left. Because remarketing specifically targets prospects who have previously displayed an interest in the brand, conversion rates for remarketing are often higher than ads that are not personalized in this way.
Ad extensions are any additions to your basic text ad, such as your business address, phone number, or product images or links to additional pages.
Ad position is the position of your ad in relation to others on a search result page. First ad is position 1, second ad is position 2, and so on.
Automatic bidding is a setting in AdWords that allows the program to set your maximum bids automatically.
A bid is the highest amount you agree to spend when your ad is clicked by a user.
Bid management involves optimization and keyword grouping to automate your cost-per-click bids.
A bounce is a session on a webpage that doesn’t result in any further actions by the user. They simply visit and leave without interacting with any pages on your site.
A conversion is when a visitor to your website performs certain interactions, such as signing up for a newsletter, filling out a contact form, or purchasing a product.
The conversion rate is the percentage of site visitors that result in conversions.
Cost per acquisition is how much you’re spending per conversion by dividing total money spent on ads by amount of conversions.
Cost per click is how much money is being spent per click on ads
Click-through rate describes the percentage of people who see an ad who click on it.
Geo-targeting is a setting that allows you to dictate the display of ads to users in specific geographic areas.
Google Ads is an online advertising platform where you can bid to display advertisements in search engine results pages
Google Analytics is a tool that provides data to website owners about how users interact with their website.
Impressions reflect how many times an ad was displayed to users.
A landing page is the page a user arrives to after clicking on an ad.
Negative keywords, also referred to as negative matches, are words and phrases that you specifically instruct Google Ads to not trigger a display of your ad.
Paid search results are search engine results that are paid for by companies to give strategic placement to their pages or products amongst or above organic, unpaid, search results.
A quality score rates the relevance of an ad in relation to its keywords. A lower quality score disincentivizes advertisers from attempts to spam their ads with irrelevant keywords.
Remarketing is a digital advertising tactic that targets users who have previously interacted with your site.
Search volume refers to the average number of times a keyword is searched within a monthly period.
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