The Four Questions that Come Up in PPC Advertising + Our Approach to Getting Answers

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It’s a big deal when you’ve finally landed on your keywords. As a small or medium-sized business, finalizing your keywords means you’re ready to go out into the world of search marketing and optimizing your content.
The fun doesn’t stop there, though. Once you’ve settled on your keywords, you have to take a serious look at using PPC, or Pay-Per-Click Advertising to superpower your online presence.
If you’ve ever done a Google search, you’ve already come across PPC. Done well, PPC will be placed in exactly the right spot so that more users click on the ads. Done poorly and the ads will receive barely a passing glance, as users scroll down to get the “real” results. But how can you make sure your ads get clicks?
Our approach to PPC advertising is designed to do just that. As a Google Partner [], we work with a team of online experts who understand, and know how to use, Google best practices. Basically, and please excuse us using this well-worn line, we know the web so our clients don’t have to.
In each stage of the process, we’re digging for the answer to one of four questions: How do we define your audience? What are you selling? What will get you results? And is this working?
How do we define your audience? Second to what your keywords are, this is one of the most important questions when it comes to creating PPC ads that get you results. We want to look at everything about your audience – what they look for online, their purchasing habits, what social media networks and apps they use most often. This information is part of what we use when it comes to creating the overall strategy for your PPC advertising campaign.
What are you selling? Arguably this question could be more important than who you’re selling to. Maybe your PPC advertisement doesn’t necessarily lead to a check-out counter, maybe you’re selling a subscription or a free service that could eventually lead your audience to making a purchase or becoming a paid subscriber. Defining your audience is essential to making this distinction – are they more likely to buy something after clicking on an ad in Google?
What will get you results? Think of PPC as an added SEO boost. You could use it as an ongoing part of your efforts, or try a strategy initially as your business gains popularity with your target market. In either case, we take on the role of advertiser and design ad variations that are each optimized in different ways that will move you forward towards your overall goals.
At this stage in the process, we’re looking at whether or not image based or text-based ads will work better for your business. Before going live with one form over another, we’ll review the advantages of each type of ad and look at which is likely to get you the highest click-through rates.
Is this working? This last question can only be answered once your ads are live and are showing up in keyword searches. Before launch, we would have some rough idea of exactly how the ads should perform, based on what we know about your audience, what you’re selling and the types of ads that should work best for your business.
With your goals and key performance indicators in mind, we set out to monitor the results from your PPC ad campaigns daily. Over the next week after your campaign is launched, we’re also looking for any opportunities to make improvements.
Essentially we’re looking for the information you want to know: how many times your keyword was typed into search engines and how many times your ad was clicked, who clicked it and how often it was clicked.

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