Pay Per Click advertising is the fastest way to drive traffic to your web site.

But before we start a PPC/Adwords campaign, there are some things you absolutely start with. We help you through these steps as part of our PPC planning exercise. There are four key PPC/Adword areas you must consider.

Pay Per Click Goals

You need to have goals. Goals are our benchmarks to determine if the PPC delivery what you are paying for. Goals can include direct sales from your website, or lead generator, or email registrations, or Twitter and Facebook following, or a phone call. Traffic isn’t the entire picture — you don’t want just traffic, you want qualified traffic that you can convert to an interaction — a lead, a sale, etc.


Pay per click costs money. You will be bidding on keywords, or (ideally) longer phrases that that will help qualify your click targets. Some keywords can be every expensive, and you need to know whether your budget is best utilized by bidding on in-demand keywords. If you have a budget of $100 a day, and your primary keyword will cost $25 a click — that means only 4 clicks into your site. You need to know the long-term-value of that click, and what your expected rate of conversion will be. If you offer something so unique that each click has a 80% chance of converting, then you’d be willing to pay a higher price for the click. But if you have 10% conversion rate, you’ll want to consider more targetted, lower cost key phases.

Tracking Results

Advertising without a way to track results is a fool’s game. Unlike many traditional advertising mediums where tracking results can prove difficult, web advertising and pay per click allow for extensive data analysis. And this will let us see the number of ad impressions, clicks, CTR (click through rate), average click cost, average ad position, conversions, total spend, and user engagement.

With proper interpretation of these analytics, we can constantly adjust and revise your ad campaigns to maximum the effectiveness of your budget. An AdWords compaign needs to have conversion tracking in place, you need to have Google Analytics funnels and goals set up, and you need to be able to track offline methods that people may reach out to contact you by, like incoming telephone calls. Your PPC campaigns are about getting conversions — and to know this, you must be tracking them.

Testing Ad Copy

Marketing is part art, part science, and you cannot sit still. You need to create a variety of ads and then test them to see which work best. Tweak headlines and ad copy to see how changes will affect click-through and conversions. Your competitors will be doing the same, and you need to make sure your ads are maximizing your ROI. Keyword trends can change with time too, as your target market looks for new services or solutions. So you need to monitor keyword trends, test these keywords, and assess the overall impact on your campaigns.

Have an Expert Help You

Pay per click is hard work, and an effective campaign is complex and time consuming to manage. Unless you have this time and expertise, we invite you to contact us to discuss managing your pay per click campaigns.