Online paid search is a favorite for many businesses considering online marketing campaigns. It generates results quickly, you can track it’s impact down to the dollar and you only pay per click vs. per impressions.
What is it?
Essentially, when businesses can’t rank organically on the first page for a search term (which few do) they can pay to show up at the top of the first page instead. The cost varies depending on how much competition there is in your industry for a term. For example, every car dealership in Austin is trying to rank for “new cars Austin” so the price for that particular keyword is substantially higher as a result of all the local car dealerships bidding on it.
How does it work?
It’s an auction system. Imagine 20 different companies at an auction all bidding the keyword “new cars austin” and the highest bidder is the one that shows up at the top of the search results page for that keyword. All for the bargain price of $18 if the consumer clicks on it.
It’s not solely based on price though. Search engines also take your “quality score” into consideration. Basically, how relevant is your site to the keyword that you’re trying to buy. For example, if a Chevy dealer is trying to show up for a Ford search term, they will have to pay more than the Ford dealership and even then still might not show up at the top because their website is clearly Chevy, not Ford.
We design and execute a paid search strategy that allows you to take advantage of less expensive search terms that bring you the best return. By continually monitoring the cost per conversion performance for these keywords your campaign becomes custom tailored to your company over time.
For example, when someone clicks on your website when searching for “new cars Austin”, they don’t convert but you just spent $18 for that click. Alternatively, when someone clicked on your site when searching “New Ford Mustang Austin”, it cost you $3 and they submitted a lead form for one of the new Ford Mustangs available. Based on that performance, we would invest more into these “longer tail” keywords that cost less and result in more conversions.
A list of our services are below:
- Current campaign audit
- Campaign Design
- Campaign Execution
- Campaign Optimization
- Monthly Reporting
- Conversion set up/analysis
*Note: Our service is very transparent and detailed campaign build outs are provided to clients upon request.
Fees vary depending on size of budget but typically are a management percentage of 10-20% with a set up fee. Please contact for more details.