While SEO helps your site get discovered organically, Pay-Per-Click campaigns are a proactive approach your business can take to gain visibility for your brand and increase quality traffic to your website.
How does it work?
Think of PPC as a short-term strategy to generate new traffic to your website quickly, whereas SEO utilizes more of a long-term strategy to boost visibility in search engines. PPC campaigns can include text-only ads displayed on search engines or banner ads displayed on affiliate sites.
PPC requires you to pay a fee each time someone clicks to your website from an ad placed in a search engine’s results or on an affiliate site. The more you agree to pay-per-click (or bid) for a specific keyword or phrase, the more effective your ad and the higher your site will rank in the paid search results.
Where We Come In:
Partner with HMG, and our digital marketing experts will navigate you through selecting the right campaign mix to effectively achieve the goals of your website.
With years of expertise shaping our approach, we’ll audit any existing PPC campaigns you’ve deployed, complete keyword research to drive our recommendations, and offer suggestions on the best mix of display, search, and retargeting campaigns to help you reach your goals.
Our team can also provide suggestions for ad copy and graphic design for ad creative. Moving forward, we provide full-service campaign management including setup and launch of campaigns, A/B testing, and ongoing analysis.
Throughout your campaigns, we monitor performance and optimize accordingly to make sure you’re getting the right results. We finish off each month by providing a report that displays the most significant metrics to measure success and compare performance month to month.
Here’s Our Process:
Set Up
To start off any engagement, we will gain access to any existing accounts and establish new accounts on the appropriate platforms. We’ll also make sure any pixels needed for conversion tracking are in place.
Accounts may include:
- Google Ads
- Bing Ads
- Facebook Ads
- AdRoll
Audit
For clients with existing campaigns, we’ll start with a quick audit of what you already have in place to determine what we can incorporate into future campaigns. We’ll discuss the goals of your website and provide recommendations on the best mix of campaigns to achieve the most effective results based on your budget.
Recommended campaigns may include:
- Search
- Display
- Gmail
- Google My Business
- Shopping Campaigns
- Retargeting
Keyword Research
Before starting your campaign, it’s important to make sure we’re reaching the right people.
For clients deploying search campaigns, we will perform keyword research to ensure we’re directing relevant, quality traffic to your site based on search queries. For clients deploying display campaigns, we’ll make recommendations on targeting to determine the best audiences to reach with your campaigns.
Launch Report
The conclusion of our campaign preparation is the delivery of a Launch Report. This report includes our keyword research as well as campaign and budget recommendations. During this time, our team can also provide suggestions for ad copy and graphic design for ad creative. Alternatively, you can choose to supply your own artwork and we can simply provide direction on design, specs for display ads, and general recommendations.
Our design services include:
- Concepting and creation for banner ads
- Landing Page Design & Development
Launch & Management
Our approach often includes A/B testing with variations of your campaigns running to ensure optimal results.
After reviewing your launch report and discussing any feedback, our digital marketing specialists will get your campaigns fully set up and launched within the appropriate platforms.
Optimize
As your campaign is underway, your campaign manager will keep a steady eye on its performance.
To evaluate the success of a campaign, we always consider the overall goals that have been established (site traffic, lead generation, conversions, etc.). We’ll monitor and optimize keywords, analyze A/B tests, and review search queries to ensure relevance and find opportunities to improve efficiency.
Report
Each month, we’ll provide you a detailed report of your campaign’s performance so you can track your progress.
We’ll include the most relevant metrics to your campaign’s success, such as Impressions, Clicks, CTR, CPC, Total Spend, Conversions, CPC, and Conversion Rate. For select campaigns, we’ll set up calls to review your progress month over month and dive more in-depth on our approach to your campaigns.
Whether you’re looking to boost brand awareness, generate higher quality leads, or increase overall conversions on your site, paid search campaigns are an effective tool to connect your brand with the right people.
Our digital marketing experts come with years of industry experience to help you get the best results for your efforts and are ready to get you started on a PPC campaign today!