“Our current success is in no small part due to Blue Water Media's services and expertise. Blue Water Media has developed a completely new web- and marketing presence for all our stores in 29 states. Combined with Blue Water Media's Open Source extranet for all our internal communication and processes, we are well equipped to continue to raise the bar in our industry. The results with Blue Water Media have been instant and remarkable.”
Henrik Lehmann Weng,
CEO, Wild Bird Centers of America, Inc.,
www.wildbird.com
Contact
T: 202.861.0000
F: 202.861.8005
info@bluewatermedia.com
Pay-Per-Click Management
Pay per click advertising with Google AdWords is the most effective form of advertising when compared with traditional forms of advertising. Unlike TV, radio, or print you can measure the effectiveness of every dollar spent - right down to the penny. Our Google Qualified Advertisers will setup and manage your AdWords campaign to continually improve upon its effectiveness.
Contact us to learn about how a Blue Water Media managed PPC campaign can be an effective marketing channel. Or continue reading for a few quick answers to common questions about pay per click management.
What is Google Advertising (AdWords)?
AdWords allows businesses to advertise within search engine results or on other websites by bidding on search terms (keywords). Advertisements are displayed on the right side of the page and sometimes at the top (see image). When a customer clicks an ad, they are taken to a page on the business' website. If the customer is interested in contacting the business, the customer completes a form on the site. The completed form sends an email containing the customer contact information to the business.
How are ads positioned?
Each keyword is purchased by a bidding/auction system. The advertiser who bids the highest gets placement closest to the top.
How are we charged for the ads?
Google only charges when someone clicks on your ad. When they click on the ad, they are taken to your website. In essence, you only pay for people who are visiting your site.
How much does Google charge on a click?
The cost of each click is determined by a bidding system. Advertisers bid for keywords - highest bidders get the top spots. So, the cost per click can vary wildly between different industries - ranging from a few cents to several dollars.
What if a competitor clicks on my ads a bunch of times, to sabotage my campaign?
This type of unethical behavior is referred to as click-fraud. Since click-fraud threatens their multi-billion dollar advertising network, Google is gravely concerned with preventing this type of behavior and has measures in-place to prevent this from happening. Here's what the Google Click Quality Team has to say about it, “Our filters are able to recognize the vast majority of invalid clicks that come from a competitor who is repeatedly clicking on your ads. These clicks should be filtered out before they reach your account so you will not be charged.”
How do I measure the effectiveness of my campaign?
You will receive monthly reports that will help you monitor the developments of the campaign from month to month. You will likely want to incorporate this data with the rest of your sales cycle data to determine ROI.
Here's a few of the metrics that will be included in your monthly reports. And a quick explanation of each.
- Impressions – are the number of times your ad has been displayed. When someone does a search and your ad is displayed, this counts as one impression.
- Clicks – is the number of people who clicked on your ad and were taken to your website.
- CTR – stands for Click Through Rate, which is the number of people who saw your ad and then clicked on it.
- Avg CPC – The average Cost Per Click is the average cost that was paid when someone clicked on your ad.
- Cost – is the total cost of clicks for the month.
- Avg Position – denotes the average placement of the ad on the page. For example, 3.5 would mean that most of your ads were display in the 3rd or 4th spot from the top.
- Conversion – is the number of people who clicked your ad and completed the form. In other words, this is the number of leads the campaign generated. You should keep in mind that this only includes people who completed the form; it does not include people who arrived at your site and decided to call you on the phone instead. So, your actual conversion rate could be higher.
- Cost/Conversion – Given the total cost and the number of conversions, this number gives an average cost for each of the conversions that were created.were created.