In this article, we'll address some of the frequently asked-questions about pay-per-click advertising.

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How many campaigns are created for my business?

In most cases, we create one campaign per major service category based on the budget. So, if you're a HVAC business that offers heating, cooling, plumbing, and electrical work, we would most likely create an AdWords campaign for each one of those topics, with different copy leading to different pages on your website.

Can I access AdWords directly?

No. To protect the security and performance of campaigns, access is solely restricted to our pay-per-click manager, with read-only access provided to your 5 Fold sales representative so that they can update you on campaign performance and answer any questions you might have.

Will I be shown all the text ads before they're published?

We do not send the ad copy to you for your review ahead of posting it. We're often making small changes to the content on the fly, based on performance. The most effective management of your ads requires fast action.

Can I make changes to the ad copy?

You can request that changes be made to PPC advertising copy if they feel it's not accurately describing your business or a promotion.

If there is an error, contact your 5 Fold sales representative as soon as possible so we can make the change.

Is PPC expensive to run?

Yes, it can be. As the name implies, PPC advertisements are charged by the click. Search terms operate on a supply-and-demand-based system; the more in-demand a search term is by advertisers, the higher the price will be for that "spot" on a search when customers search for that term.

Some search terms can cost over a hundred dollars per click, meaning that even an advertisement that drives one hundred visitors to your site may cost thousands to run.

A large chunk of your 5 Fold budget actually gets reinvested in your campaign by allowing us to purchase these PPC advertisements.

That's why it's helpful for the PPC manager to learn as much about your business as possible during onboarding. By learning more about what you do and the areas you work in, the PPC manager can carefully craft your campaigns to use more specific and effective search terms.

What are negative keywords?

"Negative keywords" are essentially the opposite of actual keywords: they are search terms that you'd prefer users did not use to find your business.

For example, if you're a heating and cooling company in Phoenix that doesn't do commercial services, one of your negative search terms should be "Commercial." When people search "Commercial HVAC repair," your business won't come up.

This helps cut down on your unwanted calls, and convert better on web and phone leads. Furthermore, this increases the customer clickthrough rate (CTR) and improves the overall return on investment.

During your 5 Fold onboarding, your sales representative will ask you for a quick list of negative keywords. This doesn't have to be exhaustive.

Instead, think of 3-5 things you'd rather have customers not associate your business with. As with the example above, many of our clients list related services that they don't offer, brands they don't sell, and locations they don't service.

What is needed from my business to get my PPC campaign set up?

All we need to get your company's pay-per-click campaign rolling is a filled-out onboarding document, which your 5 Fold sales representative will review with you after you sign your contract.