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Pay Per Click (PPC) Management Services Questions and Answers

  • Q. What is PPC Advertising?
    • PPC or Pay Per Click advertising is a method of advertising online on search engines and websites where an advertiser only pays when someone clicks on their ad. Pay Per Click advertising is typically very cost effective for advertisers and can drive quality, targeted traffic to a website.
  • Q. What is the difference between PPC and SEO?
    • Pay Per Click (PPC) is different than Search Engine Optimization (SEO) as with SEO the search engines utilize algorithms that determine relevance of websites to the searches entered by users. When paying for SEO you can’t pay to appear higher, but you pay for work to be done that will raise your websites relevance so the search engines will rank you higher. With PPC you can set your own criteria for when you want your ads to show (schedule, keywords, bids, etc.) and you can raise your bids to directly improve you ads position.
  • Q. What are the major PPC services?
    • The major Pay Per Click (PPC) services are Google Adwords and Microsoft AdCenter, with Adwords being the most common service for our clients.
  • Q. Are results measurable?
    • We offer conversion and call tracking for all of our PPC services, as well as weekly reports that detail all of the activity from your advertising.
    • Q. Does it pay to be #1?
        • This depends on several factors. For some PPC advertisers the number one spot can yield fantastic results, but for others it can lead to a great deal of waste. This is why we thoroughly analyze all data from each account we manage to determine which position works the best for each client. For some clients it can even be the third or fourth position.

  • Q. What is a keyword?
    • A keyword is either a word or phrase that describes your product or service, that you choose to help determine when and where you ads are eligible to appear. When someone searches on a search engine, your ad can be eligible to show based upon the similarity of your keyword to their search term. There are a variety of types of keywords that can be used to target search terms such as broad match, broad match modified, phrase match, exact match, and negative match. Our analysts have the knowledge and experience to determine what keywords and types are right for you.
  • Q. How do I choose keywords?
    • Selecting what keywords you are going to use in your PPC program is of the utmost importance. There are several tools that can be used in this process such as the Google Adwords Keyword Planner, competitor analysis, and website analytics software.
  • Q. What is an ad group?
    • Ad groups are groupings of keywords that are closely related so that ads can be written to be highly relevant to the keywords contained in the ad group, and to ensure high relevance of the landing page for each ad.
  • Q. What determines when my ad shows up?
    • The determination of when ad will show up is a fairly complicated process. The factors involved range from the quality score of each keyword, the relevance of your keywords, ad copy, and landing pages to the search terms, and the specific bid for each keyword.
  • Q. What is Quality Score?
    • Quality Score is the basis for determining the relevance and quality of your ads, keywords, and landing page. This score is calculated every time your ad enters the auction to appear on the search results page. There are several factors that are taken into account when calculating Quality Score including past click through rate, account history, keyword and ad relevancy, and the quality of the landing page. Optimizing your PPC program and landing pages for relevancy will boost your Quality Scores and help your ad to appear in higher position at lower costs than your competitors.
  • Q. What is Click Through Rate?
    • Click Through Rate (CTR) is calculated by dividing how many clicks a keyword, ad, ad group, or campaign has generated by how many impressions it has generated. Click Through Rate is a very important factor in any PPC program as it has a direct impact on the quality scores throughout the program.
  • Q. What are impressions?
    • Impressions are counted each time your ad is shown on a search results page or the content network.
  • Q. What is a Landing Page?
    • A Landing Page is a specific webpage created to be the destination from an ad that is typically tailored to be highly relevant to the ads/keywords that led a user to the page. These pages are typically utilized to increase conversions generated from a PPC program.
  • Q. Do I need a Landing Page?
    • Properly designed Landing Pages can have a profound impact on ROI for businesses. A Landing Page picks up where the ads left off and guide visitors to a desired action whether that is making a purchase, filling out a form, or making a phone call. While Landing Pages can be very helpful, some PPC programs experience success without them. Our PPC Account Managers can assist you in determining if you need one.
  • Q. What is the Google Display Network?
    • The Google Display Network (formerly referred to as the Content Network) consists of thousands of websites where your ads can show to potential customers. Placement on the Google Display Network can be targetted using many different methods. You can target by relevance of the website to your keywords, by category or topic of the website, or you can choose to target specific websites for your ads.
  • Q. What is Remarketing?
    • Remarketing is a marketing method that allows you to target people who have previously visited your website. These ads can show to these customers when they are visiting other websites in the display network. Remarketing allows you to reach potential customers who have visited your website but not yet converted.
  • Q. What is a Shopping Campaign?
    • A Shopping Campaign (formerly called a Product Listing Ad) is a specific type of campaign that allows you to show products sold online, products sold in local stores, or both. These types of campaigns can generate great ROI within PPC programs. Shopping Campaigns are ideal for businesses with a large number of products that want to ensure that each product is showing for relevant searches.
  • Q. How do I get better results from my PPC campaigns?
    • There is no simple answer to this question, as each PPC campaign functions in its own unique way. Everything within a campaign can have an effect on its performance including keyword selection, ad copy, geographical targeting, keyword bids, and the list goes on. It can take a great deal of experience to effectively identify what is succeeding in campaign and what is holding it back.
  • Q. Would outside PPC Management and Optimization services benefit me?
    • PPC Management can help improve your ROI. If you don’t want to become a PPC expert, don’t have enough time, or are not seeing the results you need, then a PPC Management may be right for you. Contact 180fusion today to learn how we can help you get quality traffic to your website through PPC advertising and start getting the conversions that you need.
  • Q. Is SEO or PPC right for me?
    • In order to get the most out of your website you should use both. However, when choosing which one to make your primary focus you should examine your business goals, and the services or products that you sell. You should also consider what your competition is doing when you make your decision. Our expert staff can help guide you in this decision by analyzing your company and your competition.
  • Q. How long until I get results from PPC?
    • Each account and industry is very different, but as a general rule we suggest that you invest three months before you expect the results that you want. This is due to the need for data and testing that typically occurs within the first two months of running a campaign.
  • Q. What kind of reporting will I receive?
    • You will receive weekly reports that detail all the activity within your account. These reports include information about clicks, impressions, conversions, ad position data, ad performance, and much more.
  • Q. What is 180fusion’s approach to PPC?
    • 180fusion approaches each PPC program with a plan that is specific to the client. If the client is bringing an account that has already been running for some time we first seek to eliminate waste within the account and maintain what has been successful in the past. We then analyze the successful components of the account and make improvements and use that knowledge to expand the areas in which the account is succeeding. If a client does not have a pre-existing PPC program we invest time in researching what the client does and why customers should choose them over their competitors. We then build an account that is tailored to their specific industry and customers and collect data over the first month or two to determine how to generate a positive ROI for the client and make changes over time to that effect.
  • Q. What happens after you sign up?
    • Our experienced account managers and Google Certified analysts analyze your account and create a customized PPC campaign to meet your needs. Within the first 48 hours they will contact you to introduce themselves and get right to work to get your PPC program on the right track. You will have ongoing communication via phone, email, and customized reports regarding the ongoing PPC activities to track the progress.
  • Q. Why Choose 180fusion as your partner in PPC?
    • 180fusion has assisted thousands of companies in achieving their goals through effective Pay Per Click management. Whether you want to increase your sales, generate more leads, expand your markets, launch a new product, create greater awareness, or expand your market share, 180fusion is here to help you take full advantage of the internet. Experts. Experienced. Innovative. Dedicated.
  • Q. Who should use PPC from 180fusion? Is this for my business?
    • PPC is for anyone who wants to advertise online (locally, nationally, or globally) including:
      • Home Businesses
      • Online Businesses
      • Small Local Businesses
      • Start-ups
      • Corporations
      • Entrepreneurs
      • eCommerce Sites
      • Affiliate Marketers
      We work with a wide range of clients in various industries, from small Internet start-ups to local brick-and-mortar businesses and global corporations. No client is too small or too big for us.

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