WHAT IS PAY-PER-CLICK ADVERTISING?



Pay-per-click advertising is an advertising model that allows companies to advertise through search engines. This primarily means Google (which uses software known as Google AdWords to set up ads), but we also deal with Bing (Microsoft's competing search engine) advertising.

Chances are that you see these kind of ads every time you search. That's because PPC ads—also known as "paid search" results—appear above normal results—also known as "organic search" results—in Google. Here's what that looks like:

Besides that green "Ad" icon to the left of the URL, these results look pretty similar to the organic search results. 

COST-PER-CLICK

Unlike other forms of advertising, pay-per-click gets its name from the payment model: as the advertiser, you only pay when someone clicks on the advertisement or calls from it. The cost is assessed per click. That exact cost is determined by how in demand the search term you're linking to the advertisement is.

SUPPLY-AND-DEMAND

Google only displays four ads above the organic search results, so it's a supply-and-demand system: if fourteen of your competitors want their ad to show up when a customer searches for "Houston HVAC repair," then they'll have to be one of the top four bidders.

For the most in-demand terms, the cost for a click can rise into the hundreds, meaning that if a hundred customers click on the ad, you could end up paying thousands. Of course, it's possible to set a maximum budget ceiling, so that the ad will cease appearing once the limit is reached.

WHY PPC STRATEGY IS NEEDED

The trick to saving money is to conduct the research necessary to narrow down on more specific search terms. For example, "Houston HVAC repair" might be very pricey. But, your business does most of its actual work in Sugar Land, Texas. Further, we really want to drive customers to learn more about AC tune-up. "Sugar Land AC tune-up" might be significantly less expensive than a less-specific search like "Houston HVAC repair."

One of the great things about having 5 Fold manage your PPC campaigns is that we have the experience and skill to shop around on your behalf, finding places to best invest your advertising dollars and drive more customers to your site.

WHAT 5 FOLD DOES FOR PPC ADS

Our approach to search engines is two-pronged. First, there's our SEO strategy. That's intended to boost your performance in organic search.

Organic search is a merit-based system: the best websites, that provide the best information to customers and have the right signals, are ranked in order, with the best-ranking site appearing first. As we discuss in the SEO section, Google's exact "secret sauce" of what causes sites to rank is a closely held secret, but we have some ideas.

PPC is different. Yes, Google evaluates ads for quality, but it's also a bid system, where advertisers have to bid for Pay-per-click (PPC) campaigns are set up, launched, and managed by our on-staff certified expert. With a combination of tools, software and knowledge, PPC campaigns will place ads on Google searches strategically so the right people see them at the right times.

The PPC campaigns are made even stronger by coordinating with other elements relative to the campaign such as landing pages.

STRENGTHS OF OUR STRATEGY

  • Our pay-per-click advertisements are 100% produced and managed in-house by a professional pay-per-click manager.
  • We utilize software to manage campaigns constantly.
  • Our PPC manager optimizes your campaigns weekly.
  • We can quickly make updates to campaigns when needed and fix any issues that we encounter.