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Any company that wants to drive their business forward has to pay special attention to the internet and how people use the resource. Gone are the days where a simple Google search was good enough. 

Any business looking to connect with other companies or find customers needs a well-thought-out electronic media marketing plan to make those connections. This is not witchcraft, and working with a Miami PPC agency, will help you find the right solution.

Why Is Digital Marketing So Important?

To answer this question, look around you. How many digital devices can you see? You’re reading this on a digital device, and I am sure there are several more close by, all of which can connect to the internet.

Also, consider how you consume information and how you share it with your friends. How often do you share web pages, blogs, adverts, and stories with your family and friends?

Purchasing from the internet has exploded in the past year, mainly driven by the COVID pandemic, and people no longer think to only buy close to home. The ability to go online and buy almost anything has changed the way we think of shopping, or finding out about events, or even voting.

For all of these reasons, any business that doesn’t have a strategic plan to promote its services or products online won’t grow and may not even survive. 

There are many types of digital marketing, but here we’re concerned with PPC.

What Is PPC?

“PPC” stands for pay-per-click. This means that each time someone on the internet clicks on your advert, you’ll pay a set amount for that click to the platform carrying your advert.

The best-known PPC environment is Google, so we’ll use that as an example. Each time an advert is clicked on Google and a visitor is sent to a website, Google is paid a fee for that click. If your PPC campaign is working correctly, the price paid is irrelevant as the business resulting from the click is more valuable than the fee amount. 

Not only is this beneficial from the initial sale but also you’ll now have a customer that you can target with specific adverts and invite back to spend more.

A great deal of work goes into building a world-class PPC campaign. You’ll need an agency to assist in the research and selection of the correct keywords, organize the chosen keywords into a campaign, create entertaining advertisements, and ensure that your website is appealing to the consumer. The result is new business for your company.

Search engines such as Google reward advertisers whose campaigns are entertaining, relevant, and prudently targeted by charging them less per click. If viewers like your adverts and websites, Google will charge you less, meaning attracting each new customer has cost you very little. 

This means that undertaking a PPC campaign shouldn’t be taken lightly, and using a Miami PPC agency will save you time and money.

Keywords

The selection of the correct keywords is perhaps your most important task. You would think that picking the names of your products or services would be enough, but that isn’t true. 

We’ll start with the names of your products or services, but we’re targeting Miami. So working with a Miami PPC agency makes a great deal of sense as the selection of the words will fit with the demographic for which you’re aiming your campaign. 

Almost three-quarters of searches conducted, especially on mobile phones, are aimed at businesses within the area that people live. Complicating this is multiple languages. A Miami PPC company can advise on keywords in multiple languages to suit the demographic of inhabitants within Miami.

User location features strongly in Google’s choice of advertiser ranking, so it’s wise to focus strenuously on getting your keywords correct. I am sure you’ve seen the list of companies that feature under a map when a visitor enters a search against a specific location. If a viewer types in Miami and your product or service, you want to appear near the top of that stack of businesses, and that’ll only come with paying attention to your PPC campaign.

Not only must you consider your keywords but also your “negative keywords.” This sounds very strange, but it makes a great deal of sense. Suppose you manufacture spectacles, which are better known as glasses. You don’t want your business popping up if someone is searching for beer glasses or wine glasses! 

Selecting keywords and putting them together with your adverts, and grouping those adverts, needs a set of skills that most entrepreneurs won’t have. Working with a Miami PPC company will ensure that your campaign will find the business you need from the get-go.

Entertaining Adverts

This is especially important when you’re targeting advertising on platforms such as YouTube. You have approximately five seconds to get your message across before the video starts to play. You need your advert to start with a slam dunk; there’s no time to dribble the ball! 

Again a Miami PPC company can work with you and a reputable agency to develop those slam dunk adverts to which viewers will pay attention instead of clicking the skip ad button.

Once your adverts are created, your Miami PPC agency will assist you in grouping them into ad groups. An ad group is where adverts featuring similar products or services are grouped under a set of keywords. 

A rule of thumb would be three ads per group and around 20 keywords per ad group. 

Website Design

This is also a vital aspect of your PPC campaign. Your landing pages for your clicked adverts must be appealing and designed to encourage a favorable outcome. Remember you’ve paid for the click, so you want to get something back for that payment. If your landing page is uninspiring, poorly worded, full of grammatical and spelling errors, or confusing to use, you won’t get the result for which you’re hoping. 

Using a Miami PPC company, you’ll get assistance refining those landing pages. When a viewer lands on that page, they’re immediately engaged and more inclined to go forward and make a purchase.

Managing PPC campaigns

This is where your Miami PPC company will significantly assist you. You’re an expert on your core business, but interpreting reports from search engines requires a degree of skill and understanding of what you’re seeing. This is where your Miami PPC services will add immeasurable value by interpreting the reports and guiding you on the management of your campaign.

As with any task, you’ll have to manage your PPC campaign to ensure that you’re getting the best value for your spend. Someone must continuously monitor and analyze the analytics provided by search engines such as Google to optimize your campaign.

Keywords will have to be assessed for their accuracy. Are searches finding your adverts? Do you need to add new keywords or perhaps remove some that aren’t working, thus bringing down your relevancy score on the search platform?

Negative keywords can be essential in ensuring that you’re not popping up in irrelevant searches. Again, you’ll receive no clicks from these searches, and your relevance score will go down. Your Miami PPC agency can advise on negative keywords that should be added to stop this from happening.

You also need to monitor the size of your advert groupings. Are you getting a click, but it isn’t resulting in new business? Your advert groupings may be too large, and by splitting them into smaller groups with more focussed keywords, you can create targeted advert text and landing pages for the clicks.

Clicks with no business result can also point to your landing pages being uninspiring to the consumer. Your conversion rate of clicks to purchases is an important measure. Your Miami PPC agency can assist in delving into the data to find out why your conversion rate is poor. 

What Are the Advantages of a World Class PPC campaign?

There are several advantages to a well-planned, detailed, and focused PPC campaign.

Measurability

The analytics supplied by the search platforms will give you all the data you need to ensure that your campaign is performing as you would expect. As we have said, this data must be interpreted on an ongoing basis so that you can drive the best value from your campaign.

While we hope that increased business is apparent and measurable, careful study of the data provided by the internet platforms will allow you to manipulate your campaign to achieve the best results. If you can’t measure it, you can’t manage it!

Affordability

The internet has, to a large degree, leveled the playing field in terms of getting your message out there. No longer do companies have to rely on hugely expensive print or television campaigns. Small and medium-sized businesses can now afford to work with a professional company to put out a PPC campaign and pay a reasonable monthly fee to have it managed.

Speed

In times past, designing, writing, and printing adverts or flyers took weeks to complete. Now a professional agency can create your PPC campaign in a short time. 

Conclusion

Digital marketing has made it possible for the small entrepreneur to square off against the most prominent companies. A well-managed and focussed digital campaign can bring big rewards in the form of new customers, but few entrepreneurs can successfully draw up, run, and manage such a focussed campaign. Working with a Miami PPC agency will ensure a successful campaign.

In addition to being one of the premier SEO marketing firms in the U.S., On the Map Marketing, Inc. is also a top-tier provider of pay-per-click (PPC) management services. Whether you are interested exclusively in a short-term or long-range PPC campaign or you want to use PPC to augment your already successful SEO marketing strategy, On the Map Marketing can walk you through the initial process, analyze your campaign, and manage it for you. Working with a PPC management agency can free up valuable time that may be better spent focusing on providing your customers with the customer experience they have come to expect from you, especially knowing that your PPC needs are in the hands of a proven and highly-experienced team of experts. As we manage your PPC campaigns, you can count on comprehensive data analysis and a convenient tracking dashboard that provides you with highly detailed information on your campaign performance so you can watch your marketing budget turn into leads in real-time. 

What is PPC

Contact On The Map For a PPC Consultation Today

Our team is available now to speak with you about your PPC needs, whether it is to take over an existing series of campaigns or build an entire PPC campaign from the ground up. Regardless of your PPC goals and needs, we have the experience you can rely on to generate new and valuable leads to your website. PPC can be a great option for standalone digital marketing but is even more effective when paired with an ongoing and comprehensive SEO strategy so you can capture even more real estate on the search engine results pages. There is a distinct separation between people who tend to click paid ads over organic search results and people who tend to click organic results instead of ads, and by doing both, you can increase your target audience and impressions. 

We will be happy to go over the many details you will want to consider when determining how to maximize your marketing budget by implementing and managing a strong PPC campaign, whether or not it is paired with the SEO services we offer. We understand that the many digital marketing options available can be overwhelming to people who are not professional digital marketers, which is why we will take plenty of time explaining all of the different channels and options available to you as our valued client.

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  • What is Pay Per Click?

    What is Pay Per Click?

    If you search Google for a product or service, you may notice that the first few entries on the search engine results page (SERP) are paid ads. How can you tell? Below the title tag, which is at the top of each item, you’ll see a box with the word “Ad” in it. That means that the site has chosen to use PPC to market its business. Because they’ve paid for the ranking, Google shows you those sites first. PPC can be an effective marketing tool if managed properly, and the extensive dashboards available through Google Ads allow for granular adjustments to get the most out of your budget, target specific audience profiles, and understand exactly how each visitor interacts with your site.


    PPC is targeted through the use of keywords, just like SEO, but the keywords in a PPC campaign are organized through the required match between a user’s search query and the keywords in your campaign. You can select a broad match to capture similar queries or an exact match to only capture the exact string of words used in your campaign. Broad match keywords will lead to a wider reach, but a combination of exact match and longtail keywords will help you target exact queries to maximize your CPC (cost per click) and CPA (cost per conversion/acquisition).

  • The Cost of a Pay-Per-Click Campaign

    With a pay-per-click marketing campaign, you set your budget. As long as there’s money remaining in your budget, Google will keep you somewhere near the top of SERPs for the keyword phrases that you’ve selected. Keep in mind that you will likely be competing against a number of other bidders for your keyword phrases, and if you are not interested in an “arms race” against your competitors to simply outbid each other, you will need to focus on improving your phrasing and narrowing down your target audience. An effective PPC campaign focuses on lowering the CPC while increasing your visibility for your target keywords.

    It’s important to fund your budget with enough money to cover the cost of the keyword phrases that you’re trying to rank for. For example, if the cost per click (CPC) for the phrase “affordable PPC management” is $40, which would only take a few clicks to exhaust a small budget of $200. On the other hand, you don’t want to overfund a budget and have your advertising money sitting idly for an unpopular keyword phrase, or being spent on keywords that bring traffic to your site but rarely, if ever, convert. It’s in your best interest to discuss your pay-per-click campaign ideas before investing your time and effort in a campaign.

    One of the biggest advantages of a PPC campaign is that you can set the exact amount of money to be spent, and won’t go over. However, as you can see by the brief explanation of PPC costs above, the biggest focus of your PPC work should be maximizing your advertising budget by targeting cost-effective keywords and continuously improving your reach.

  • How Can Pay Per Click Compliment an SEO Campaign?

    On the Map Marketing is one of the top SEO and PPC marketing firms in the country. Part of what makes our campaigns successful is our innovation and flexibility. We react to what we’re seeing during a campaign. This is apparent when it comes to intermingling SEO and PPC. For instance, SEO may be working well with certain keyword phrases, but occasionally, a client’s page will underperform for a particularly difficult keyword. A limited PPC campaign may give that page a boost until the page catches up in organic search results.

    Another benefit to mixing PPC and SEO is that you will be able to capture a wider audience. Different users have different preferences, and while some people may click paid ads nearly exclusively, there are many others who will never click an ad at all. Limiting your audience based on their preference of search link means that you may be missing out on a significant portion of high-value customers simply because you have chosen to engage in PPC or SEO only. When both your SEO and PPC campaigns are being executed by the same company, you can be confident that we will be able to maximize your exposure and work to generate as many valuable leads as possible.

    To get the most out of running a PPC and SEO campaign concurrently, we encourage you to work with the same company for both. It can quickly become confusing if there are two teams working on the campaigns, because there may be overlap or gaps in the efforts that could have been addressed had both campaigns been managed by the same agency. Our cross-functional teams are able to look at the big picture and can make sure that all efforts put towards both your SEO and PPC campaigns are done with the goal of maximizing conversions as cost-effectively as possible. We exchange valuable information continuously when working on multiple campaigns for the same client, and the benefits are incredible when we are able to do so. If you are currently running SEO and PPC campaigns concurrently, we encourage you to speak with us about how you can benefit from both being handled by On The Map.

  • Advantages of Pay Per Click

    There are several features of a Google PPC campaign that are appealing to small, medium, and large businesses:

    • Your business sets and controls its own budget
    • Your site will appear at the top of Google searches for specific keyword phrases
    • A PPC campaign can work in conjunction with your existing SEO campaign
    • A PPC campaign can pump-prime traffic to your website until it’s performing well on its own
    • Your business can increase traffic to a page on your site for a specific event or rollout

    One of the most appealing benefits of PPC, when compared to SEO, is the real-time tracking dashboard available. SEO results can be a bit more difficult to extrapolate, which is why we use a comprehensive, proprietary dashboard for our SEO clients. For clients who love real-time data, PPC provides excellent insight into nearly-countless elements of an overall campaign. 

    There are many other advantages to a strong PPC campaign as well, many of which may be specific to your industry or your goals. In order to get a specific understanding of how PPC can benefit your business, contact us now to speak with a representative from On The Map, Inc. You will benefit from the 10+ years that OTM has been serving PPC clients, and you will recognize those benefits as soon as you are speaking directly to us about your own unique needs and goals.

  • Disadvantage of PPC

    • You are paying for traffic that has already indicated an interest in your service. If you pair your PPC with a strong SEO campaign, you may have more traffic coming in through your organic (free) clicks.
    • Many users skip paid ads and opt for organic results instead. As with the first disadvantage, a strong SEO campaign will increase your organic visibility.
    • If you are in a saturated market, you may find yourself in a bidding war for high-value keywords. SEO can give you a chance to back off from this bidding war and focus on organic results instead.
    • Once you pause a campaign, the results of your campaign end. With SEO, even if you stop generating new content you will always have the information you generated during your campaign

    As you can see, the disadvantages listed above can be resolved by employing an SEO campaign at the same time. Of course, this increases your digital ad budget considerably, but when you are capturing such a wide range of high-value customers using both, you may find that your increased revenue justifies the additional spend. In order to understand what disadvantages you may experience specifically, contact us now so we can go through your current digital advertising efforts and get a sense of how we can help you moving forward. When you are working with an experienced and proven agency like On The Map, you can be confident that we will work to reduce the disadvantages of any particular digital ad channel you are utilizing and help you improve in all areas.

Why Hire On The Map For PPC Management Services?

If you are looking to take your PPC campaigns to the next level, working with an agency like On The Map can help you take that step. We have years of experience managing PPC campaigns for a wide range of businesses and industries, and our data-driven approach to PPC management will help you reach new audiences and maximize your ad spend by continuously refining your campaigns. Trying to take on the world of PPC on your own can be overwhelming, and too often a grassroots PPC campaign ultimately translates to money wasted on low-impact keywords and a lack of meaningful results. Our team of analysts and PPC experts will be able to manage the entire process for you so that you can focus on providing exceptional customer service to your new clients. They come to you looking for the goods and services you have to offer, so while we are focusing on helping new customers reach you, you can focus on building relationships and keeping them coming back for more.

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