Increase your web presence with Pay Per Click campaigns
As mentioned before on this site, when Auxilia creates a website there are many times that a client wishes to use that site for lead generation. There are two main methods for generating leads on one’s website. There is Search Engine Optimization (SEO) and then there are Google Pay Per Click (PPC) campaigns. Auxilia is capable of using both to help a client achieve quality leads each month.
How Google’s PPC Works
Google has both a beginner’s version of their PPC management platform and an advanced. The beginner’s version puts (in our opinion) too much control in the hands of Google. So for the remainder of this discussion, we will focus on how the advanced version works. So, when your business creates a PPC campaign, you start by creating what are called campaigns. Campaigns are a way to group together ads into a focused group. So let’s say you are a company offering both landscaping and irrigation. Potentially you could create a campaign for landscaping and a campaign for irrigation. This would allow you to see the overall success for each campaign. Furthermore, as you are working through the process of fine tuning that campaign you can create tweaks specific to that campaign without effecting the other campaigns. That is really helpful!
So within each campaign, you have both Ad Groups and Ads. Ad groups simply contain the ads. For the landscaping campaign, you might have three specific services you wish to target. For instance, you might have a landscape architecture service, a lawn cutting service, and a weed spraying service. Well, ad groups let you bundle the ads for each service so you can create specific tweaks for those services. Within each ad group, you can create multiple ads to test which perform the best.
Going back a step, campaigns also allow you to create specific target areas. Meaning only show my ads if the person is in this specific geographic area, or the converse, don’t show my ad if someone is in this specific geographic area. There is also the ability to only show your ads during specific days and times of the day throughout the week. There are budgeting constraints that you can limit on a campaign, costing methods, and so on. There are many options when you use the advanced version of Google’s PPC platform. So wrapping up this concept, campaigns, ad groups, and ads allow for focused management of ads.
Once you have your campaigns, ad groups, and ads set up, you can add in keywords. Google has a helpful keyword planner that is available only on live campaigns. This will let you know what keywords to use, how often that term is searched, and the average cost per click for that phrase. Once your keywords are inputted you can then begin the processes of managing how much you’re willing to pay for each click. This is called cost per click. The pay per click concept is simple. You agree to pay a certain amount each time someone clicks on your ad. They call this “agreement” bid management. Meaning you manage how high you’re willing to bid which adjusts how high up on the page your ad goes. If someone clicks on it then you pay the amount agreed to for that click. There are many options available when dealing with bid management. We will almost always use the manual method of determining how much to spend as we want to remove control from Google’s hand.
When I worked in a larger firm, my boss and mentor in PPC told me (and he’s right) that Google’s main initiative is to get you to spend as much money as possible. They will offer all sorts of suggestions and even say “Hey! You got a lot going on, so let us use our artificial intelligence bidding method and we’ll take this burden off your shoulders”. Don’t do it, man! They will spend your budget quickly. At Auxilia, our method is to secure the lowest amount for each click while still maintaining a good average position. We don’t want to pay the amount needed to be in the number 1 spot for ads because the payoff isn’t worth it. We seek to be in the 1-3 position. 1st, 2nd, or 3rd is fine for our clients. If we’re able to keep their cost per click low and maintain that position then that is what we consider good PPC management. Keep in mind, clicks lead to website traffic which leads to conversions. The more clicks than the more potential for conversions. We want to get the most amount of clicks for the least amount of money.
Another factor for getting the most clicks is to have well-constructed ads. The goal here is relevancy. You want your ad to convey pertinent facts that someone can quickly glance over and understand what you’re offering and why they want to pick you. So your ad is relevant to their need and answers their search phrase. Secondly, you want the page onto which the ad leads to be relevant to the ad and search term they used. In essence, the landing page needs to be an expansion of the ad which answers the question or need of their search phrase. These factors make for good ads that convert to clicks which then go to pages that convert to leads.
The logic and cost-effectiveness of PPC
Search engine optimization takes time and it takes money as you have to create both good content and get good backlinks. PPC gets you immediately to the top of the search engine results. When all of these factors are well-tuned, your company will be on the first page of Google search results for the exact keyword you designate. Depending on the time of day and how much you’re willing to pay for each click, your company will be either on the top of the page above all organic search results or on the bottom of the first page. This gets your website to the top of the search results more quickly than SEO. PPC campaigns also allow your business to track the effectiveness of its advertising campaign and adjust it as needed. Lastly, they help you get found for the exact keywords and search phrases for which you want to found.
PPC campaigns are especially useful for assessing the cost-effectiveness and profitability of your business’ lead generation. A PPC campaign benefits your business because it allows you to measure the number of times visitors clicked on your advertisement, instead of simply viewing it. Clicks are an important analytical tool since they can measure the interest level of your potential clients. PPC is also unique because it allows your business to target your products and services to an audience that is actively looking for a similar product or service. In other words, PPC allows your business to advertise directly to your target market.
How Auxilia can generate leads for your company through Pay Per Click campaigns?
When we take on a lead generation client, Auxilia seeks to help our client build their lead generation funnel via both SEO and PPC. Both methods are landing page dependent, and while the methodology of some of our competitors is to create landing pages specific to either PPC or SEO, Auxila does not create separate pages for PPC and SEO. We choose, rather, to use SEO and PPC together by creating one, SEO-rich landing page that has time-tested layouts that convert visitors. This allows us to build page authority and page weight with Google enhancing the SEO results of that page simply by directing PPC visitors to the same page that is used for SEO.
Furthermore, our PPC tactics involve designing and managing your campaigns. Once we create your campaign, we will conduct a detailed review of its performance on a regular basis. We begin the process of creating your PPC campaign by working closely with your business to understand your mission, your target market, and your industry. We then use this information to decide on a product or service to advertise in your campaign. Auxilia tracks your advertisement after it is live and develops a detailed analysis of the performance data. Based on our analysis, we will fine-tune your advertisement by modifying the ads and landing pages to increase relevance. This will help to better align with the search queries of your target audience.
As we’ve stated in other parts of our site, we are not looking for every “Tom, Dick, and Harry” as a client. We are looking for one client per industry and we want to help that client excel in their industry. We are loyal to one! Therefore, we do not have an “SEO” service and then a “PPC” service. Rather, we have one lead generation service whereby we will help manage both SEO and PPC for our clients for one low monthly rate of $399. We also require all of our lead generation accounts to be on our servers so that we can ensure that the website speeds, caching, page load, WordPress updates, and daily backup are occurring. Our monthly rate for hosting is $25/month.
Auxilia is a team of freelancers. Our team consists of a web developer/designer, a content writer, a graphic designer, and a photographer/videographer. Each of us either currently works, or has worked, for a big agency in a team environment. This means we are all pros in our respective fields. Since we are going for quality rather than quantity, and also due to the lack of overhead that a big agency has, we can offer big agency talent and quality but for freelancer pricing.
We ask all of our lead generations clients to think of us as an extension of their company. For $399 a month, you get a team of pros on your team helping your company monetize their online presence. Just like any other employee or team member might need a budget outside of their paycheck to do their job, the same is true with us. PPC requires an ad spend budget and we would need that in order to do our job effectively. This ad spend would be in addition to our monthly paycheck, but would not be marked up. We do not mark up for blogs, backlinks or ad spend needs but rather pass along the cost to you. We are here to work within your budget to make your online presence as profitable as possible!
Is Auxilia the right fit for your company? And is your company the right fit for Auxilia? Do you need a team of pros that can help you monetize your website? If the answer to these questions is yes then please contact us via the email form or phone number on our site. We’d love a chance to work with you!