PPC Management

Pay Per Click and Media Buying: High Octane Business Growth

Pay per click is the most popular method of acquiring targeted traffic, instantly, in a highly controlled campaign. It's like putting your foot on the gas of your marketing.

Inject immediate streams of high-quality traffic into any chosen entry point to your website. Promote short-term offers, or build long-term audience and brand awareness. Target customers at the exact time they are ready to take action. Discover the keywords and demographics that are most lucrative for your business. The whole spectrum of your marketing gets powered up. But it's only with expert support that you can ensure your click budget is spent wisely and generates the return on ad spend you need.

Enlightenment Media are highly experienced Pay Per Click management and online Media Buying in FL. Contact us today to make sure you get the best "bang for your buck" and put the high octane into your online marketing!

Pay Per Click - surprisingly one of the cheapest sources of new business

How can paying for traffic be one of the cheapest methods of marketing? The answer lies in the targeting. You are not paying for indiscriminate, random traffic: the name of the game is relevance.

If clicks are relevant... that is, the human users doing those clicks are actually likely to be interested in what your business is offering... and ready to take action... then the cost of acquiring new customers and converting new sales can be very efficient, compared to the much more random approach of traditional media advertising in print, TV, or radio.

Pay Per Click targeting

PPC targeting is not just about keywords. On the one hand, the topics of people's searching or online interests can be targeted more cleverly based on ad network detection of browsing habits, or affinity with particular interest groups and websites.

On the other hand, targeting is about who your customers are.

Targeting types of customers can include any combination of:
- age and marital status
- location
- estimated income and education level
- connections / followers
- membership of groups or followers of brands
- people detected as being "in the market" for purchasing something
- people detected as interested in shopping for certain categories of product
- people who already visited your website (retargeting)

As you can see, pay per click is not a brute force matter of who can pay the most for the clicks that are available. It's a detailed, skilled area of marketing where market research, data, and analysis really pay off-- and quickly.

On the one hand, targeted advertising can allow you to do many small, focused promotions with carefully limited budgets. This is very useful for market research as well as specific/niche promotions.

On the other hand, the big online ad networks give you practically unlimited potential to go wide and access some truly massive traffic from the nexus points of the internet like Google, Youtube, and Facebook. But even with acquiring big-traffic, you'll want to pay attention to targeting so you don't burn your budget in a torrent of irrelevant clicks.

Pay per click definition

"Pay per click" describes one billing model that is available in a range of media. That is to say, you only pay when a user clicks on your ad - or rather clicks through your ad - to arrive on your landing page. This is in contrast to ad billing based on the total number of people who saw your ad (impressions) commonly known as CPM.

Advertising that is based on pay per click is also known as cost per click or CPC.

In general, pay per click divides into Paid Search and Display Network. In paid search your ads show up at the top or to the right of the organic search results in a search results page according to the keyword you are bidding on and other targeting criteria. The Display Network features ads (graphic or text) in ordinary web pages, such as on news sites, blogs, wikis, classified sites, forums etc, as well as featuring ads in video sites like YouTube.

The biggest and most important paid search is Google AdWords. In the English-speaking world, second is Bing Ads (i.e. advertising in Microsoft + Yahoo search). If you are advertising in foreign-language markets, major search engines like Yandex in Russia and Baidu in China will be important places to work on PPC.

Google AdWords and Bing Ads will allow you to advertise in display networks based on keywords and all the same tools as you use for paid search.

(The Display Networks and some options in Social Media also allow you to select CPM / impression-based campaigns.)

The major difference between paid search and display advertising is that in search, someone is likely to be more motivated to click on your ad and take action, if it relates closely to what they are searching for... whereas to a large extent display advertising is an interruptive/distractive way of getting someone's attention when they are in the middle of consuming some other content. This differentiation blurs when, on the one hand, someone's searches can be very general and informational, or on the other hand their browsing/reading is about trying to find a specific solution or complete a purchase goal.

Pay per click advertising is also available in social media - often discussed separately as Paid Social because these media (like Facebook and Twitter) are primarily a display network but include different ways of targeting audiences, and you goals might be to pay for likes/followers or engagements -- which include a favorite or a view, as well as a click. In most social media you can pay for clicks directly to your external website landing pages, so in this sense it can be comparable with ordinary PPC.

Enlightenment Media are expert in all the major paid search and display advertising networks: we will work closely with you to plan the best mix and prioritization for your online advertising.

The big question of targeting, to get the most relevant clicks, applies to all the different media in which you can buy traffic via PPC methods. This means that every pay per click marketing campaign must be constantly monitored and adjusted to test and improve the targeting and response rates. Because there is a lot of work involved in getting the best results out of PPC, we recommend focusing on the top priority networks first, and establishing performance benchmarks so you can then test out additional tactics and compare.

Nobody can tell you a ready-made template of how you should organize your advertising between search and display, and how to allocate your budget. It must be unique to your business. This needs to be worked out accurately according to your market and business development goals. It is absolutely essential to take the time to plan your strategy, and perform careful testing and analytics... This is the only way you know in the longer term that your click spend is optimized.

Have you seen your competitors' ads in Google and in display ads around the web? It's important to research how and where your competition are advertising, and we will help you with this market research when we are planning your campaigns. Sometimes it is important to meet competitors head-on and bid for the best ad placement... but other times you can get better results more efficiently by discovering keywords and audiences (by targeting) that have not been exposed to as much competitive advertising. A good PPC campaign strategy will have a mixture of mainstream audience capture, and a series of experiments to seek out new and high-performing niches.


Relevant traffic "on tap"

There's nothing like the free stream of traffic you get when your SEO works well and your pages are at the top of the Google search results for important search terms.

But SEO takes time, and even when it is working well, you never know exactly which keywords bring in which traffic, and you are not in direct control of your rankings or targeting or which landing pages are shown.

Pay-per-click should definitely be worked on alongside SEO, and here are the benefits you'll get from this:

  • ability to research which keywords are most commonly searched, and discover new search terms to target in both PPC and SEO
  • understand the different response rates associated with different keywords and audiences... so you can optimize your content, and prioritize the high-response topics in your SEO
  • the increased focus and discipline on conversion rate from PPC will have a good impact on your SEO, as you consider how to fine-tune the commercial appeal of your web pages for passive web browsers
  • the confidence of knowing that, if something changes in the Google organic ranking, you can still maintain traffic from PPC campaigns for high-value search terms and audiences
  • the guarantee that - if you want - you can acquire the lion's share of traffic for particular search terms (including your brand names), without being purely at the mercy of SEO rankings and competitors' SEO

PPC and SEO don't have to be separate activities either. PPC ad methods can be used to boost your time-sensitive and top content. Vice versa, your PPC campaigns will work much better if you provide original, valuable content for the landing pages and follow-up communications.

Although PPC has its roots in direct response advertising, don't neglect the potential to use it to boost visibility of your top content. If more people see your web pages, downloads, videos, and offers, then more people will share and link to your resources... which directly feeds back into better SEO.


Paying for clicks: potential pitfalls...

The initial risks of paid advertising online are, firstly, the scale, and secondly, the complexity. The risk of scale is that you can easily "burn" tens of thousands of dollars in a matter of days or even hours if you want. The advertising systems like Google AdWords are more than happy to let you do that! All the online advertising systems let you set up budget limits, but it's easy for things to get out of hand if you get tempted by the prospect of huge torrents of traffic (and you hope, new business) that are just a few clicks away.

The risk of complexity is that newcomers to these systems find it hard to figure out the dazzling array of different settings and terminology... which either increases the risk of burning cash on clicks you don't want, or makes it likely that you will waste time, get frustrated, and give up before finding any good results.

The truth of PPC is that it is not a great place for DIY tinkering. If you're spending your cash on advertising, every dollar should be directed by the best experience and intelligence you can find for targeting and tracking that spend.

As any good PPC expert should tell you, long-term sustainability is the goal, and sustainability comes from confidence in measurable return on investment. The dollar you spend in advertising should be demonstrably bringing in more than a dollar in profit.

What you won't get from most PPC agencies is any help actually improving your conversion and ROI. If your marketer only works on acquiring paid traffic, the best she will be able to tell you is which campaigns seem to generate business, and which don't. But with Enlightenment Media our Universal Solution approach means that we will also be working with you on the landing pages, offers, pricing, product/presentation, branding, sales messages, social media, and customer feedback... so we get to the bottom of what works and what doesn't, and improve it.

Enlightenment Media is unique in the approach of taking responsibility for your whole marketing performance optimization, not only the quantitative optimization of your pay per click.

Pay Per Click in the marketing mix

Pay Per Click is a vital component of early growth marketing for new businesses, and for blasting the word out about rebranding, new products/service launches, and time-limited promotions. When you want immediate results, it has to be PPC.

But your marketing should never be 100% based on PPC. You can't go out and buy marketing success if the rest of the picture isn't filled in...

At Enlightenment Media, we're absolutely convinced that all businesses must have a holistic view of marketing tactics. We call this the Universal Solution and you will find your PPC performance is much better when it's done in combination with the full mix of marketing performance.

Consider the following areas of marketing that we will help you with, at the same time as PPC:

  • Ad impressions grow brand awareness: you need a strong brand and
  • Paid traffic must convert: you need highly developed offers and a top quality website to generate consistent ROI from your paid advertising

Finally, PPC is highly important for local marketing. Geo-targeting your ads is a powerful way of growing a local business, where it is much more difficult to focus on a geographic area with traditional advertising, or organic marketing in SEO and social media.

Working with Enlightenment Media as your PPC Agency

As in any area of online marketing tactics, you can't do everything perfectly all at the same time. You need to prioritize. Here are some ideas we'll work on with you, to prioritize your PPC campaigns:

  1. What areas of your business or particular products/services already perform well at converting sales... and how can PPC give that a boost immediately?
  2. What areas are particularly competitive, and you need a direct way to get your brand into view without waiting ages for organic content or long term brand awareness?
  3. What areas of business growth are clearly interest-related and demographic-related, so you can test more tailored ads for these customers than your one-size-fits-all general brand messages?
  4. What business areas are time-sensitive or new, so that switching on immediate relevant traffic will help you explore and exploit the business potential?

In practice, new PPC campaigns can be up and running in a matter of days. But we usually suggest a little more time for planning and documentation of your aims. Fast-reaction PPC becomes very practical after we have established the strategy context for your marketing, which is why we will begin working with you on some core brand and commercial goals first, and then apply that to everything we're working on.

Media Buying

The principal difference between Media Buying and PPC is about customized and long-term campaigns. In PPC everything is very programmatic and the ad options are fixed according to the network. You get billed for the clicks as they happen (usually in a monthly bill).

With Media Buying the approach is to challenge your marketing agency to go out and find a better mix of deals by negotiating directly with websites, as well as combining tactics and placements in a range of display networks and large ad exchanges. This hugely reduces complexity for you, and makes sense especially where you are shifting blocks of advertising budget for medium term (6-12 month) advertising campaigns off traditional media, and want better results but not a million details of PPC account management to have to handle.

In a Media Buying approach, you will typically allocate a fixed budget and Enlightenment Media will devise the most impactful way to put this ad spend to work, with agreed metrics and an overall target of commercial performance.

Newcomers to pay-per-click would be well advised to consult an expert before letting Google AdWords and others get a hold of their credit card! For businesses already active in PPC, getting the right kind of help with campaign optimization will more than pay for itself.


Contact Enlightenment Media to discuss your paid search campaigns and other pay-per-click. We will be delighted to advise businesses at any level of experience in online advertising.

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