Google AdWords Pay Per Click
Continuum uses Google AdWords pay per click programs when web traffic needs to be ramped up quickly and/or certain search terms are more expensive to achieve organic search engine than would PPC. Google’s AdWords program has many options and variables which we select based on our client’s specific needs. The cost for PPC advertising has two major components. There is the cost of the clicks that is paid to Google or some other provider and there is the cost of developing and managing the PPC program.
PPC Advertising Click Costs Vary from Market to Market and Based On Strategy
In some markets, useful clicks might cost $0.50 each, in other markets clicks for similar keywords cost in excess of $75.00 each. The use of very specific search phrases or more general ones, the use of lesser used search terms, and other strategies can adjust the costs as well as the results.
Because of this, even though PPC can be turned on and off at any time, it can take time before you zero in on the best strategy for what you are trying to sell, in a given market, with a given budget and a given strategy.
You Should Focus on More than Just Click-Through Rates
Because of the way online marketing disciplines are often broken up and services sold, the metrics used many times for PPC relate to the cost per click-through and the ratio of ad impressions to click-throughs you are getting. For many PPC specialists, whether or not you convert the click-through to a lead or sale is someone else’s problem. This type of thinking can lead to targeting metrics that can lead to wasteful spending and poor results for remodelers.
This is where Continuum’s understanding of the differences between other types of marketing, online and other, and in this case PPC for remodelers becomes important. We know if you are getting click-through visitors who are not staying on your site and converting to a qualified lead, the value of the PPC Click is nil. YES it is good to have a good ratio of impressions to clicks, but you also need an acceptable bounce rate for those visits and you need an acceptable conversion of those visitors to leads and eventually sales.