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Category: Sponsored Placement

PPC Management: It’s How Startups Start Up

Have you ever wondered what happens to a brand new website created for a brand new company in its first few months of existence? The answer is not a lot. With the best will in the world, a new site is a new site, and a new company is a new company. No one knows you, and that includes Google. You could build the most beautiful website using the best web designers known to man. You could employ Matt Cutts himself to optimise the site, but you would still have no history, no reference point, and Google wouldn’t rank you highly because you would have no authority. Building up authority takes time, and putting a good SEO campaign together takes time, over months and year’s great sites are built.

Of course, this is problematic for companies who want to get going and find the business that they desire on the net. From day one they are a needle in a haystack no matter what their prime search terms are, so how do they get the business? The answer of course, is from PPC.
The first thing on the agenda for any company with a new site is to action a PPC Management campaign. A well worked PPC campaign can be a wonderful thing for any company, but it is absolutely critical for a start up. It’s likely to be the only source of income for an online company in the first few months, so not only do you have to make sure you use PPC, you also have to make sure use it well.

Finding the right SEO Company to deal with your PPC campaign is of course very important. It’s not a case of plucking terms out of the air and hoping that this term is going to match with what your potential customers are searching. You need a company who will work hard to find out what you should be bidding on, and how much you should be bidding. A good quality Organic SEO company should be able to offer you the expertise necessary to get your business kick started.

First Page Placement: Two Paths, One Result

There’s exactly one absolute law in search engine marketing: if your website doesn’t have at least one first page placements on Google, you’re not going to get enough traffic to survive. Even a 100% conversion rate won’t help you if you only get a visitor every five days.

There’s two (white-hat) ways to achieve a first page placement, and they’re both equally effective — only perhaps under different circumstances. The first, organic SEO, is slow, less expensive, more efficient, and lasts a long time. The second, pay per click marketing, is fast, more expensive, less efficient, and ends the second you stop spending money.

Organic SEO
Organic SEO is essentially the art of ‘tricking’ Google into putting your website at the top of the rankings for specific keywords. That’s accomplished through a huge variety of tricks (a complete SEO Bible would be longer than most encyclopedias) most of which involve manipulating the website itself to appear more relevant and authoritative for specific keywords (on-page SEO) or linking to the website in a way that makes the website appear more relevant and authoritative for those keywords (off-page SEO).

Organic SEO is slow because the way Google calculates authority is based, at least in part, on website age and number of incoming backlinks — and if you build too many backlinks too quickly, Google will penalize you for ‘cheating’. So it’s a process that builds up over time. That said, the cost-per-visitor once you reach the top spots is almost nothing, and the authority you’ve built take a long time to fade away.

Pay Per Click Marketing
PPC marketing is basically ‘paying Google for traffic’. All of the “sponsored links” you see when you Google something are people who are paying for PPC marketing. PPC marketing is drop-dead simple in concept and bewilderingly complex once you get into it — that’s why it’s always a good idea to hire a PPC management team to take care of the details for you — anything else is basically wasting money.

PPC is fast because the moment you get your campaign set up, the ads start appearing and people start clicking. However, you will pay at least a few cents for every visitor that comes to your website — so you’d better have the conversions and the profit-per-conversion up high enough that you can afford to do so.

A PPC Management Case Study

PPC management is the art of outsourcing your Google Adwords and other pay-per-click marketing campaigns to a company that makes understanding PPC their business. This is an aggregate case study, meaning it’s an average of several similar case studies for the purpose of conveying the point without naming any specific entities. Names are obviously fictional.

The Client: Alkohol Industries (AI) is a #2 rated online liquor store. It’s reached a plateau in it’s PPC campaign, and believed it had ‘maxed out’ the RoI of it’s PPC campaign. (In the world of pay-per-click marketing, this happens whenever adding a new keyword to your list would cause your cost-per-sale to increase more than your profit-per-sale increases.)

Strategy: The first thing to do here is analyze the client’s campaign history. Examining their advertisement, keyword list, click-through rates, cost-per-click, conversions, and total spend, it’s possible to find some areas where improvement can be made. a

With the learning portion complete, it’s time to optimize. As it turns out, AI appeared tightly optimized, but had a little room for growth. By adjusting bids for some of their common keywords upward or downward by a few pennies each, it was possible to open up some money in their budget for other keywords, slightly increasing sales without affecting their cost-per-sale.

More importantly, AI was operating exclusively through Google Adwords. By opening up PPC campaigns on other networks (largely Yahoo and MSN) we increased spend slightly, but dramatically improved total visits and total sales — and with them, profit-per-sale and thus total income.

Result: Alkohol Industries’ initial RoI on their PPC campaigns was 900%. By spreading to new PPC venues and perfecting the already-mostly-optimized Adwords, their RoI rose to a clean 1000% — returning $10 for every $1 of spend.

(We’d like to see the “organic SEO is always more profitable than pay-per-click” crowd explain that away.)

Does Your PPC Management Team Give You The Roi You Need?

PPC Management: either you have someone doing it for you, or you’re not really in the PPC game. You might be risking your money at the PPC roulette table, but unless you have a talented PPC management team, the house will always win.

PPC management teams do an extraordinary amount of work to make your pay-per-click campaigns work in your favor. They do keyword research — in and of itself a huge process involving comparing the clickrates, cost, and convertibility of hundreds or thousands of keywords — as well as constantly split-testing a variety of text ads for a variety of variables, monitoring the profitability of your existing ads, and updating the campaign as various terms and ads become more or less profitable. It’s a huge job.

The question isn’t whether or not to supplement your pay-per-click campaign with a killer PPC management team — it’s whether your PPC management team is getting you the RoI you deserve.

What does that mean?
PPC has become an extraordinarily competitive marketplace in the last few years. Major companies realized that they could easily afford to dominate a few hundred thousand of the most-searched keywords with what amounted to a drop in their advertising budget, and that’s pushed the fringes way further out into the fringes.

What that means for PPC management firms still stuck in the 2008 mindset is that it’s very easy to end up following the perfect keyword research techniques of yesteryear and end up paying too much for every click you get. Today’s PPC managers look up long-tail keywords by the thousands rather than prime-time keywords by the dozens, and they get just as much traffic at a tiny fraction of the pennies per visitor.

They’ll use every trick in the book, from geographically focusing their keywords in the same way an SEO company does for it’s local internet marketing campaigns to adjusting your daily budget on the fly to reduce clicks from a keyword or few that have suddenly become more expensive than they’re worth.

Obviously, the actual RoI of your PPC campaigns is going to vary widely depending on what you’re selling and how you’re selling it — but the one thing you can count on is that if your PPC campaign isn’t profitable enough, it’s probably the PPC management team that needs changing.

How to Gain More Google Clicks

AD Words x PPC + SEO = GREAT BUSINESS SUCCESS!

Finally a math problem that can be so easily solved! AD Words, PPC Management and SEO services are very easy tasks to accomplish which are also extremely beneficial for your business that may appear online.

AD Words: The Ad Words program involves national, local and international allocation. Google will automatically establish the topic of pages and distributes related ads which are based upon the advertisers’ targeted keyword.

Publishers will choose channels to assist Google’s placements for advertisement on their pages. This is for increasing their ad company. As you may know there are several different categories of ads that may be ranking across Google’s network. This includes text ads, image ads, video ads, banner ads as well as mobile text ads.

One way to manage the building of your ad word accounts is search engine marketing organizations. What they will do is offer you several different types of services such as PPC or SEO as a business service.

PPC & SEO: PPC stands for Pay Per Click meaning exactly that; paying per click onto your page. PPC management raises your company very quickly into the yellow highlighted sections on Google. This section is listed at the very top of Google if you were to run a search. What PPC does is gain you rapid high rankings, which of course comes with a cost. Every person who may click on your ad is charging you per click.  You are paying per click but appear visible at the very top of Google for potential clients. If you may need to set up a budget where you can only reach a certain amount of clicks, no worries that is applicable for you as well.

SEO represents Search Engine Optimization. Signing up with a proper affordable SEO company is key! With search engine optimization you gain organic searches on Google and capable of saving tons of money while gaining it all back with the expansion of your online business. Certain keywords that you accumulate from will be the essential input to your rankings. An SEO company can help produce different tactics that will increase your visibility as well as rise above your competitors. To figure out which keywords and with which titles your competitors are listed under Google and or your SEO reprehensive will assist you with the proper information to triumphant to the top!

Either Pay per click or Search Engine Optimization will work to benefit you and your online business.

Watch A Top Los Angeles SEO Company Build Backlinks

OK, it’s not often that a top-ranking Los Angeles SEO company goes into any amount of detail about what exactly it does when you hire it to put your website on the first page of Google. Every SEO company likes to pretend it has it’s own super-secret proprietary information that only it can use to succeed in a way that no one else can.

The truth, however, is much simpler: most SEO companies do exactly the same stuff. The difference is almost never in the techniques they use — it’s in the details, like customer service, speed, accuracy, and quality of content. The details that separate an all-American company from an outsourced train wreck.

Here’s what our company does when you ask us to guarantee first page placement for your website:

  • Analyze Your Website: We check out your website to see how it conforms to the rules of on-site SEO, and to make sure that it’s professional-looking and ready for the public.
  • Alter Your Website: If it’s not, we’ll give you the specific HTML changes you need to make sure the SEO is spot-on…and we’ll offer a few suggestions to make it a bit more polished if need be as well.
  • Keyword Research: The most important part of ANY SEO operation. We take our time on the keyword research, making certain the phrases we’re going to target will be money-makers as well as being within your site’s grasp.
  • Quick Links: Once we know what keywords to target, we split into four groups. The first group pumps out swarms of small, quick links like social bookmarks and directory submissions. These fast links give Google evidence that your site is growing and isn’t going to go anywhere anytime soon.
  • Slow Links: The second group starts putting together content and distributing it across the best content directories on the Internet. These slower links are stronger individually and cast a wide net with which to capture customers.
  • A Blog: The third group will create a blog for your company, SEO-optimize it, and start putting out fresh content on a regular basis. This helps remind Google that you’re an active and evolving company that deserves frequent attention.
  • PPC Management: The last time uses pay-per-click marketing to get your website on the front page of Google instantly and keep it there while the other three teams’ efforts kick in to give you a natural, organic ranking.
  • That’s the entire plan — sounds simple, doesn’t it? Of course, every one of those parts has an immense amount of experience and expertise that goes into it, which is why companies like ours exist.

How Will Secure Search Change Small Business SEO?

Google has started redirecting people who log into their Google accounts before searching to a new, more secure form of Google search. The difference is a small as an s: it’s https://www.google.com instead of http://www.google.com — but the effects the change has on the searching process are profound to everything except the searcher.

If you run a search on the new secure Google, you won’t notice any difference at all — but the owners and users of first- and third-party applications ranging from Google Analytics to Market Samurai will. Those applications take information from Google’s database of searches and use them to tell various people about your Google searches. The new secure search prevents those applications from ever getting your data.

If you’ve got Analytics, for example, and someone uses Google to get to your site, you’ll learn that they did so — but you won’t get to see what search term they used to get there. If you use Market Samurai, you won’t see the missing data, but the data that you don’t see will be incomplete — because whatever small percentage of people that are using the secure search don’t have their data counted by MSam’s keyword research module.

So what does this have to do with small business SEO? Pretty simple: even if all your doing is basic local internet marketing, you still need to know which keywords to target. As secure searches become more and more common (and Google has said outright that this is one of their goals!), obtaining the information you need to properly target keywords is going to get more and more difficult.

That said, this isn’t something that should be blown out of proportion. To a degree, local internet marketing isn’t ever that hard — if you sell martial arts supplies to a small down like Aptos, CA, the keywords “sparring equipment Aptos” or “Aptos ninja gear” are always going to be safe bets. It’s only for the long-tail keywords, particularly pay-per-click marketing long-tail keywords, that will really suffer — making PPC an even worse bet for small businesses than it is today.

The Smart Money is on PPC Management

There are a lot of routes to Internet business success – many of which are slow, require monstrous luck, or will slowly eat away all of your time until your family and friends have abandoned you to be stuck in the Web forever. There are a few routes that don’t have any of those problems, but they tend to cost quite a bit of money. Organic SEO performed by a pile of qualified experts will drain your wallet long before the backlinks kick in enough to start bringing money back in.

The other path to solid traffic is advertising, and right now there’s no better advertising — when it works — than pay-per-click advertising. The facts behind the system are pretty simple: you pick a keyword, you tell the system what your maximum bid for that keyword is and how much you want to spend each day. Then, when someone searches for that keyword, they see your link in the “sponsored links” box. If they click on your link, you pay an amount up to your bid (usually a few cents less).

From a business perspective, all you need to do is make sure that the cost of your total bids is less than the amount of money you make on an average day from all of the traffic your PPC advertising brings in. Sounds simple enough, but it’s not. There are dozens of pitfalls you can fall into, ranging from problems with the keywords you chose to the advertisements you put up to the ability of your sales page to actually convert the traffic into buying customers.

That’s why the smart money isn’t just on PPC advertising, but on PPC management. PPC management means outsourcing your PPC campaigns to a group of experts that know the PPC industry inside and out — people who can avoid the aforementioned pitfalls and make sure your income exceeds your outgo.

With a PPC management team on your end, you will end up spending more money than you did when you tried to run PPC advertisements on your own — that’s undeniable. But you will also make more money than you did running them on your own, to the point that your bottom line will love you for making the move to a PPC manager.

First Page Placement is Within Your Grasp

When you just start to get a website off the ground, the notion of getting your site first page placement for even a few keywords can sound like pie in the sky. Truth be told, however, it’s both easier — and harder — than you might think. That’s because there are multiple ways to get that first page placement, but none of them are entirely without complexity.

Organic SEO
The first route is your standard organic SEO magic: you build a vast array of backlinks. You make sure you present a natural backlink profile from a wide variety of websites, including directories, articles, blog comments, social bookmarks, web 2.0 properties, and more. The process takes an immense investment in time, not just in terms of man-hours, but in terms of allowing months to pass in order to convince the search engines that your site isn’t just a fad.

Organic SEO is complicated because there are a lot of ways to screw it up. You have to know the basic process of building backlinks, but that’s just the beginning. An artificial link profile (i.e. all of your links traceable to the same IP address; all of your links appearing around the same time of day/days of week; etc.) is a surefire way to get all of your work undone in a hurry, and it’s hardly the only one. With Google’s new Panda update, you have to worry about details like how your page looks to incoming visitors as well.

Pay Per Click Marketing
Pay per click marketing — also known euphemistically as ‘sponsored placement’ — are the ads you see at the top of each SERPs page that aren’t the natural results. Every search engine has them, and anyone willing to bid on the keywords can get their site listed in them. Of course, it’s not an easy process to wrap your mind around, much less explain in a few words.

The key to doing PPC correctly is to not do it at all. If you’re going to rely on PPC marketing to get your traffic flowing to your site, just bite the bullet and hire a qualified PPC management firm. These people know the pay-per-click game inside and out, and the fees they charge are nothing compared to the money you’ll lose if you try to get into the PPC game unaided.

In short, first page placement is right there for you to have — but be prepared to work with the experts to get there, plain and simple.

PPC Management Is The Quickest Route to First Page Placement

When you’re just starting out online, you need one thing more than anything else: first page placement. As millions of failed Inter-preneurs can attest to, getting to the top of page 2 just doesn’t pay the bills — and when you’re just starting, you’re nowhere near even that laudable goal.

Enter the idea of pay-per-click marketing. This sounds like a dream come true for novice webmasters — you bid on some keywords, the search engines put your link up under the “Sponsored Placement” section whenever someone searches for those keywords, and they see your link! You pay a few cents, and one in every hundred or so people who searched for the keyword will actually follow your link to your site, and some of them will buy your product or service. Sounds simple enough.

The problem is that it’s not all that simple. There are dozens of potential pitfalls, most of them revolving around picking the right keywords, that can turn pay-per-click (PPC) into a black hole from which your money will never return. The PPC game is one that takes a very special skill set that most business owners quite simply don’t have time to learn. That’s why many SEO companies hire a few people who specialize in the vagaries of PPC — so that they can offer their clients a talented crew for PPC management.

PPC managementPPC managers add to the total cost of a PPC marketing campaign — but they virtually always add to the return as well. They’ve put in their ten thousand hours of PPC labor, and their expertise in their craft shows instantly in the results. They choose keywords that people use when they already want to buy something. They craft advertisements that show those people exactly how easy it is to buy what they’re looking for. They keep your cost-per-click low and your conversions high. All you have to do is make sure that your website converts as well as their advertisements do.

Given the relatively low cost of most PPC management today, it’s practically a no-brainer. PPC management equals instant first page placement — with results.