Pay Per Click – (PPC) Marketing
Pay-per-click marketing is the flip side of standard SEO. Organic search optimization requires a substantial initial investment to attain high value rankings, but once those rankings are attained, each click incurs no additional expense. Pay-per-click, as the name goes, involves a per user cost, but without the type of ranking battle associated with unpaid listings. You can pay to appear in search engines’ “sponsored listings” sections and get on the first page in no time.
While both SEO and PPC involve keyword research, the goal in PPC isn’t just to hit the highest volume keywords. Paying for sponsored listings costs different amounts per click depending on the kind of keyword, and how many others are bidding for it. In fact, some of the highest volume short keywords are the most expensive, and don’t necessarily perform well.
The science of pay-per-click involves a large, comprehensive scope, to know which keywords are going to bring the results that make them cost effective and worth bidding on. It requires a much broader keyword research, to identify what is known as the “long tail” – longer keyword phrases with lower individual volumes. The advantage comes in the fact that there is a massive amount of these long tail phrases, and if you can identify them and manage your bidding successfully, you can bring in significant traffic for a lot less money than if you had bid on the shorter tail words. Long tail words even tend to convert better, as they represent more proven intent. While the long tail is important for organic SEO, it is a huge resource for the PPC expert.
AOD’s PPC squad has managed large, complex campaigns – the kinds of campaigns that require high precision, careful attention, frugality, thorough research, and relentless testing. Furthermore, every PPC ad requires ad text, and AOD’s experts have built so many campaigns with so many tested variations for text styles and click-through behavior that it has become second nature. We can find out the right amount to pay for the right keywords, and attract the right people with the right text.
