PPC ad management is a specialty of Icon Website Design, LLC. Here at IWD, we are Google AdWords Certified, meaning we know the ins and outs of the entire process and have been certified by Google to give advice on how to run campaigns.
- Embarking on a Google AdWords Campaign, we set you up with the most important elements as we initiate and maintain your Pay-Per-Click advertising:
- A Google AdWords Account (if you already have one, we’ll fix and use yours!)
- Ad Groups Identification
- Keyword Selection / Matching
- Competitor Analysis
- Landing Page consistency
- Ad Text and Ad Title allocation
- And more!
To give you a better understanding of what a campaign with Pay-Per-Click marketing bases its success on, we will list and explain the six the most precise measures of performance in a Google AdWords PPC campaign; Icon Website Design has mastered them all, and our understanding allows us to be clear and concise in our definitions.
Here are the six most relevant PPC Metrics: CTR (Click Thru Rate), Average Position, Quality Score, Impression Share, Bounce Rate, and Conversion Rate. Click Thru Rate helps you understand how well your ad copy relates to the audience you are targeting. Average Position tells you how high or low your ad typically shows up on the search result page. Unlike natural (unpaid) rankings in the search engine, being #1 is not always the most profitable. Quality score is an independent measurement done by Google that measures how well your keyword, landing page, and ad relates to a specific search, taking into account past performance. This levels the playing field between the large companies and the small startup firms. Impression Share is measured at the campaign level and tells you how often your ads show relative to the total number of queries available for your keywords.
One you have customers on your site, you need to convert their visits to sales for your advertising to be considered effective. Bounce Rate is a metric that measures the consistency between your advertising portfolio and the main topics and subjects presented on your landing page. Searchers want to see a site that’s relevant. If a viewer visits your home page but leaves before viewing any other page of your site, this is considered a “bounce.” Conversion Rate is the be-all, end-all statistic that summarizes your PPC campaign. This measures how many buyers you have converted from each unique visitor. The higher the rate, the more business you are generating – if you are not converting, you’re not making money!
Google is able to boast the best B2B (Business to Business) ad success rates on the Internet. However, walking blind into a paid ad campaign is never smart. You must make sure that your paid marketing is handled professionally and properly, or your will perpetually lose both money and time. Even if you already have an active campaign running via Google Adwords, by no means should you shut down your account. You can even continue your current campaign – if you are losing money, it would be in your best interest to let one of our Google AdWords PPC specialists provide you with advice on how to turn around your results.