Pay Per Click Advertising

Pay-Per-Click Advertising

Pay-per-click (PPC) advertising is powerful because it reaches web users as they are searching for the exact product or service that you can offer them. This ability to get in front of searchers when they are looking for a solution makes it much easier to turn them into customers. You can make sure they see your ad by using the right keywords—but keywords can be expensive, so you need to know which are worth paying for and which are not. You also need to know how to write relevant ads that get response and get high marks on Google’s quality score, which rewards better performing ads. There are tools that can help, but it’s an art as well as a science that Beasley Direct and Online Marketing as a PPC agency has perfected.

Beasley has been doing PPC services advertising since 2002, a lifetime in Internet years. Our PPC services clients have included B2B and B2C ecommerce, hardware, software, healthcare, and financial services among many others. Our differentiator in this highly automated medium is the human factor—as a PPC agency we have the skill, experience and instinct to test ads and keywords, and use the tools in a way that maximizes your results while keeping you on budget.

We have PPC Services clients that spend $1,500 per month and clients that spent $250,000 per month on pay-per-click advertising. Each gets personal service from a senior person and not just an auto-generated report at the end of the month. Our philosophy is to “never settle” and continually test, because the marketplace is always changing and there is always room for improvement.

Focus Product Design presented Beasley Direct with the challenge of reducing spend on PPC advertising while maintaining lead quality and lead flow. Beasley Direct was able to achieve a 50% reduction in PPC advertising spend while maintaining both quality and quantity of inbound leads.
— Andrew Cain - Product Marketing Manager - Focus Product Design

PPC Campaign Optimization

A major franchise organization transferred its PPC account to Beasley for PPC optimization. We analyzed traffic patterns and discovered that, while the existing keywords were getting plenty of clicks, these weren’t translating to profitable activity once visitors arrived at the site. We also found that reports were not provided in a format that local franchise owners could understand. Beasley, a leading PPC agency, quickly fixed both of these deficiencies: an example of existing PPC optimization.

In a typical optimization engagement, our PPC management services include performing an overlay of traffic patterns and net response goals, then matching this against your budget to find the sweet spot where traffic volume and conversion cross. You won’t win on every search (an expensive budget choice) but you’ll get the traffic you need without exceeding your daily budget. Often, through PPC optimization we’re able to further fine-tune the campaign by adding geographical and/or time-of-day variants. The end goal of our PPC management services is always the same: get your product or service in front of the right people at the right time and at the right cost per sale.

We do this with smart keyword bids, reflecting your unique selling proposition, then create well-written responsive ads which we continually test, revise and improve. We also work with you to build strong, actionable landing pages that pay off the promise of the ads.

As a PPC agency, Beasley is certified in Google AdWords, Google Analytics and Marin Software. We have PPC management services experience on the local, national and international level.

Campaign PPC Landing Page Design

The campaign landing page is where your prospect ends up when they click on your PPC ad. It can be an existing page on your site or a new page developed for the campaign. A PPC landing page should deliver on the promise of the ads that drove the users to it and provide just enough information that the reader will take the desired action—making a purchase, registering for an offer, or proceeding with a guided path to discovery.

Beasley excels at landing page development and landing page optimization, creating pages that satisfy visitors’ expectations when they click on your link. They’re subtly reminded of why they were interested in the first place and provided with benefits for interacting with you further. We can also work with you to optimize PPC landing pages created in-house, and can perform multivariate testing to fine-tune your landing pages in the same way we optimize PPC advertising.

Landing page development and design is key to catching the reader’s attention and directing their eye flow toward your offer. Don’t try too hard to make it look just like the rest of your website—if it doesn’t engage them, then they’ll never see those other pages. Ask Beasley to help you design your landing pages with landing page optimization that can get more leads and sales.

Retargeting, Remarketing and Content/Display Networks

Retargeting is the process of “following” a prospect with online display or text ads on the Google search network using AdWords remarketing for a page or product they have already seen on your website. Content/display networks are alternatives offered by Google and other search engines that place your ad on a variety of partner sites next to relevant articles.

Both of these ad strategies are generally considered variations of pay-per-click, but they have different design and strategic requirements because they are interruptive—intercepting a web user in the process of doing something else such as reading an article—rather than engaging someone who is currently searching for the product or service you offer.

When you work with Beasley remarketing services, we’ll screen the partner site options for retargeting and content networks, and recommend only those which fit your audience profile and make the most sense for your budget. We’ll also ensure that your AdWords remarketing/retargeting/“follow-me” ads don’t follow the prospect so long they’ll build a negative impression of your company. The ads themselves are simple and straightforward, designed to remind a viewer of why they were interested in the first place.

Best of all, when you work with Beasley remarketing services we can manage retargeting and content networks alongside your PPC and other advertising. So you have just one AdWords remarketing partner to deal with and one consolidated report to make your life easier.

Mobile PPC Advertising

According to a recent Google/Nielsen study, most mobile research starts with a search engine vs. a branded website. Approximately 69% of consumers expect a business to be within 5 miles of their current location, and over half go on to make a purchase within an hour of using their smartphone for research. This means your mobile PPC campaign requires a very different strategy than desktop PPC.

In mobile marketing, we’ve found that the two most useful features on mobile ads are click-to-call and map-to-location. Both features used in mobile PPC advertising attract the mobile user who’s actively trying to find a business like yours. But they’re much less valuable on the desktop. Time of day may also figure into your mobile PPC bidding strategy. If you’re selling drive-through coffee, you might pay extra for that keyword during the morning rush hour.

Beasley has been doing mobile marketing advertising since 2004, increasing our own capabilities as mobile platforms have increased in reach and sophistication over the years. The key to cost-effective mobile PPC today is understanding how information is used on the device, and bidding in such a way that your mobile PPC advertising ads appear only when and where they might be relevant. Ask us how we can do responsive cost-effective mobile PPC campaigns for you, either mobile-exclusive or as part of a larger campaign.

Advertising on Social Media

There’s a shortcut to getting noticed on social media: pay for it. As a leading social media advertising agency, Beasley focuses on three platforms that allow our clients to market with ads that appear in the conversational stream, looking very much like the individual updates from users of that social media platform.

But you need to be careful. You’ll be connecting with community members based on information they have volunteered about themselves, and you can’t violate their trust by over-marketing. Consumers can easily opt out of seeing your ads, and a poorly conceived social media campaign may backfire with negative mentions that hurt you.

Facebook now has well over 1 billion users, of which 80% are outside the U.S. and Canada. That means you can reach more people—in almost any country—with Facebook vs. television or radio advertising. Interestingly, Facebook has a very low CPM (cost per thousand impressions), yet allows advertisers to micro-target their audience. While Facebook has easy-to-use ad creation tools for the small business, it’s not much harder to create highly targeted campaigns with rich selects using the Facebook Power Editor. As a leading social media agency, we’ll be happy to tell you more.

LinkedIn is the premier business network with 270,000 members who have provided extensive information about themselves and their job history. You have the choice of advertising within the newsfeed or with a variety of right-column ad formats. Similar to Facebook, LinkedIn has self-serve advertising options but also provides a much more powerful and flexible ad creation and tracking interface through its client services team.

Twitter has the benefit of immediacy. A trending topic will be inescapable for a few hours or days, then it will be forgotten almost as quickly. If immediacy is a component of your advertising mix—whether it’s for an event, a limited time offer, or a product launch—then Twitter makes sense. As an experienced social media agency we focus on Promoted Tweets, which appear in the user’s timeline, capture the essence of current conversations, and appear at the exact time you request.

For these as well as other social media advertising campaigns, the most important considerations are to think conversationally, create an ad that matches the property, and the audience. Beasley is your social media advertising agency, ask how we can help by calling us now.