Pay Per Click Advertising (PPC)

Pay Per Click (PPC) campaigns are typically launched with Google and Yahoo (formally Overture). Each PPC campaign contains keywords and phrases that are bid upon. The cost of each "click" depends on how competitive the term is, and how often it is searched on.

As part of our PPC consulting service we perform in depth analysis on each and every keyword and key phrase to determine the KEI, or Keyword Effectiveness Index. This ensures that you pay for clicks that convert into customers instead of paying for useless traffic.

For instance, suppose the number of searches for a keyword is 486 per month and Google displays 214,234 results for that keyword. Then the ratio between the popularity and competitiveness for that keyword is 486 divided by 214,234. In this case, the KEI is 0.002.

It can be quite easy to rank in the top 10 results for some search terms, but it can be very difficult for others. For this reason, the most popular search terms may not be the best terms to target.

At InetMarketing Strategies we use a portfolio-style of bid management that focuses on strictly on ROI. Every PPC campaign that we have worked on has had a few "dogs" as well as "nuggets", it is essential to find the "dogs" as they are the underperforming keywords. Portfolio-style bid management ensures that every keyword is held accountable to an ROI standard. Many PPC bid management firms use 'averages' as the key metric for deciding whether or not a keyword is performing.

Most other SEM firms that we know of will charge you based on a percentage of your total ad spend, sounds like a conflict of interest to us. We charge a flat fee to design, launch and manage your pay per click campaign. Because we don't increase our revenue stream when we increase your ad spend, like other SEM companies, we will save you money by using bid techniques like gap bidding/gap surfing and day parting. In addition, if your competitors are using a technique called gap jamming to drive your costs up, and your SEM firm charges you on the percentage based model where is their incentive to save you money? Our software that gap jamming and automatically lowers your susceptible bids to prevent your competitors from costing you money.

Remember - If you are not "above the fold" you are below your competitor.

Unlike Search Engine Optimization (SEO) which can take months to be fully effective, Pay Per Click (PPC) campaigns are effective immediately. This is why it is vitally important to have a balanced attack that maximizes the effectiveness of both SEO and PPC.