Pay-Per-Click Management

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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.

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What is pay-per-click advertising?

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).

Discover the power of PPC

Increase traffic, leads, and sales quickly

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.

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Stay in control

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.

Cast a wider net and reach new audiences

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.

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Measure and track ROI easily

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.

Our paid search marketing service

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.

What’s included?

  • Quality scores
  • Daily bid management
  • Building negative keywords
  • Quality landing pages
  • Remarketing campaigns
  • Conversion tracking
  • Return on investment

 

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Search marketing FAQ

What is a negative keyword?

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.

How does geo-targeting work?

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.

What is remarketing?

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.

PPC glossary

Ad extensions

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

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

Automatic bidding is a setting in AdWords that allows the program to set your maximum bids automatically.

Bid

A bid is the highest amount you agree to spend when your ad is clicked by a user.

Bid management

Bid management involves optimization and keyword grouping to automate your cost-per-click bids.

Bounce

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.

Conversion

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.

Conversion rate

The conversion rate is the percentage of site visitors that result in conversions.

Cost per acquisition (CPA)

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 (CPC)

Cost per click is how much money is being spent per click on ads

Click-through rate (CTR)

Click-through rate describes the percentage of people who see an ad who click on it.

Geo-targeting

Geo-targeting is a setting that allows you to dictate the display of ads to users in specific geographic areas.

Google Ads

Google Ads is an online advertising platform where you can bid to display advertisements in search engine results pages

Google Analytics

Google Analytics is a tool that provides data to website owners about how users interact with their website.

Impressions

Impressions reflect how many times an ad was displayed to users.

Landing page

A landing page is the page a user arrives to after clicking on an ad.

Negative keywords

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

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.

Quality score

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

Remarketing is a digital advertising tactic that targets users who have previously interacted with your site.

Search volume

Search volume refers to the average number of times a keyword is searched within a monthly period.

Increase quality traffic and conversions

Super-charge your search marketing efforts with an ROI-focused PPC campaign.

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