Pay Per Click Advertising
You may have heard of pay per click advertising (PPC). You may also have heard that it is very expensive. The reality is that pay per click advertising can be economical if it is done right.
Wolf21is a leader in pay per click advertising strategies. Our industry knowledge translates into pay per click advertising plans that drive down your costs and drive up your revenues. Our comprehensive PPC advertising campaigns include keyword research, bid management and campaign analysis.
With Wolf21, you'll know exactly how much you've spent on pay per click advertising and what that expenditure has added to your site visits, conversion rates and overall revenue.
Evolution of Pay Per Click Advertising
Pay per click advertising began by having companies bid on keywords that related to their sites. Companies with higher bids would appear first in paid rankings. On the surface, it may seem that pay per click advertising would allow companies with deep pockets to place high bids on popular keywords just to drive traffic to their sites, but this has never been the case. Keyword relevance to a PPC ad has always been in a factor in paid rankings.
As pay per click advertising has evolved, major pay per click engines, like Google, Yahoo and MSN have begun giving more weight to keyword relevance. We can look to Google as an example of this policy. Minimum bids for keywords on Google are now determined by a Quality Score, that is, a prediction of the relevance of an ad in relation to a keyword.
The Google Quality Score is based on historical keyword performance among all advertisers and the performance of the ad from a specific advertiser. Quality Scores also factor in the relevance of the text in the ad.
What does all of this mean to you? Cost savings. Under the Google scheme, ads with a high Quality Score will end up paying less per click. The Quality Score will be updated and ads that continue to perform well will see further reductions in the minimum bid, while ads that don't do well will see an increase in the minimum bid.
Google Adwords Ranking Overview
- Click Through Rate (CTR) – How frequently your ad gets clicked.
- Relevance of Ad Text – How the ad content matches the keyword you are bidding on.
- Historical Keyword Factors – How the keyword has performed for competitors in the past.
- Landing Page Quality – How well your landing page matches your ad content and the keyword you are bidding on.
Yahoo! Search Marketing Ranking Overview
- Both bid amount and ad quality determine an ad's rank in search results This replaces the current method, in which ads are ranked by bid mount only.
- This is designed to allow you to focus less on competitive bidding practices and more on the quality of your ads. By improving the quality of your ads and making them more relevant to users, you may be rewarded with a better ranking and lower cost for your ads.
MSN Ranking Overview
- Bid amount
- Click-through rate (CTR)
- Relevance
Successful Pay Per Click Advertising
Pay per click advertising offers you the chance to reach high quality prospects and customers quickly. Unlike other forms of search engine advertising, pay per click advertising does not require a large investment of time for writing content and building links.
But if it is not done right, pay per click advertising can be a costly exercise. The keys to a cost-effective and successful pay per click advertising campaign are a good keyword strategy and strong analytical tools.
Wolf21 Offers Focus on Keyword Relevancy and Quality
Wolf21 keeps on top of what drives successful pay per click advertising campaigns. We apply our knowledge to design pay per click advertising that aims for keyword quality and relevancy, reducing your cost per click (CPC) and increasing your return on investment (ROI).
Persuasive ad text that incorporates keywords is another part of any effective keyword strategy. With our experience in developing print and online advertising, we can craft an ideal Pay Per Click ad for you guaranteed to drive traffic to your web site.
Wolf21 Tracks the Results for You
With Wolf21 pay per click advertising, our customers never have to guess what their campaign is costing them. They are provided with detailed analysis that compares their CPC with revenues and gives them a clear picture of their ROI.
Our analysis also enables you to weed out unproductive keywords and shift the focus to the keywords that perform well for you, streamlining your budget.
Contact us today to see what pay per click advertising can do for you.
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