Frequently Asked Questions

+ Why is PPC so important?

Seventy-five percent of users never scroll past the first page of search result, so PPC is especially important for companies with poor SEO whose listings don't make it to the first page of search engine results. According to research, 93 percent of online experiences begin with a search engine. To ignore PPC in the media mix is the equivalent of flushing stacks money down the toilet.

+ What sets PPC apart form of other digital media?

One of the best parts of PPC advertising is how cost-effective and unobtrusive it is to the consumer. This medium allows you to depend on an individual taking action, which in the case of PPC, is conducting a search. Instead of disrupting the user's experience with a large pop-up form or creeping them out with retargeting ads, PPC elimiates you having to find the consumer. Instead, they find you! Their search implies intent to purchase. All we need to do as marketers is make sure that we are there when they are ready to buy!

+ How much should I spend on PPC when first starting out?

There’s no concrete answer to this. We determine a proposed budget for PPC based on your geographical area, the demand for your service or product, and your own needs as a business owner. Each business is different, so there’s no one-size-fits-all approach when it comes to paid search.

+ What metrics are most important in a PPC campaign?

The answer to this question depends on the particular goal a campaign aims to achieve. Some PPC campaigns are designed to increase traffic to their website, so the most important metrics would be clicks to their website and a low CPC (cost per click). Other clients will want to focus on lead generation, so the most important metric for those campaigns would be the number of conversions, such as a phone call or form submission attributed to the client’s ad. Having said that, a high click-through rate (CTR), which is the percentage of times an ad was clicked compared to the total number of times it was seen, is the best indication of a successful PPC campaign. For example, if an ad is seen 100 times but only receives one click, this tells us that the campaign requires further optimization.

+ How long before I can expect results?

Generally, about three months. PPC campaigns require constant attention and refinement as data begins to come in. Metrics such as CTR, average position, quality score, and CPC tell us what is working and what is not.

McCabe Reynolds