PPC-palooza
Posted on 22 April 2011 - 04:25 PM by Navigation Advertising | (0) Comments
While we’ve developed and managed several PPC campaigns over the years, it wasn’t until recently that we were launching and managing several at one time.
You can define advertising as the science of creating and placing media that interrupts the consumer and then gets him or her to take some action. —Seth Godin
In the constantly changing world of internet advertising we continue to learn new techniques, analytics, strategies and tactics with every campaign. While Google is the 800 lb gorilla in the room, there’s no doubt that Facebook has captured serious market share and the Microsoft/Bing/Yahoo triumvirate are approaching on the horizon. One of the most important things we do with every campaign is to boil it down to it’s essence—that is, “what do we want the viewer/user to walk away with from an ad, press release, commercial, web ad or website?” Internet advertising is no different. We are all maxed out when it comes to capturing our attention. We get blasted with thousands of branding and messaging campaigns every day. But, when we go to the internet to search for something specific such as “outdoor power equipment” or “air conditioning service” we want a high quality search result, not a bunch of useless info that eats up our time and brain cells.
It is a tremendous responsibility for us to have all the eyes focused on what we do and give people exactly what they need when they ask for it.—Larry Page, Google
We approach our pay-per-click advertising campaigns that way too. We are all typical consumers, therefore we know how we think. This approach helps us craft the right kind of campaign for our clients. Too often campaigns are designed to please the client’s tastes or biases instead of appealing to the consumer. It’s not easy thinking backward, but we believed we’ve mastered the skill. Therefore, we are confident that our ppc campaigns will be effective. How do we know they are effective? Simple, we monitor our clients web traffic for issues such as keywords and phrases, frequency, landing pages, time spent on the site, etc., and we install gauging devices such as unique url’s or simply making sure our clients ask those that inquire about their products or service how they heard about their company. The one thing that’s for certain when it comes to internet advertising is that it will change soon.
Whether it is a turning point in societal evolution depends not only on the technology.. but also how we use it! The web does give us lots more choices about how we organize ourselves. —Tim Berners-Lee, World Wide Web Founder
Pay-per-click is just one way to advertise on the web, but it’s very effective and provides pre-qualified inquiries.