PPC Advertising

PPC Advertising is the best alternative to Organic SEO affording relatively swift results. Google Adwords being the single most popular PPC System in the world, its contribution
approximates to 97% of total Google revenue.

Pay Per Click is the best way to get traffic to your site while your regular SEO efforts bear fruit. It has many aspects based on various criteria such as Keywords, Ad Placement, Impressions and Ad Groups. However, regardless of the criterion, the general format is that you compete for position in search results with other businesses within an auction-like environment; preference being given to the highest bidder and owner of a quality link.

Advertisers pay a set CPC (cost per click) for selected keywords and Google shows their ads in search results generated by users by initiating a search query.

Every time a search is initiated, Google looks into the pool of its advertisers and chooses a set of winners to appear in the coveted ad space on its search results page.

Which means that Google also charges you less CPC for a high Quality Score.

PPC Advertising is not just limited to Google. Since Google Adwords is immensely popular and powerful PPC advertising platform it was used as an example to demonstrate how PPC works. PPC Advertising is offered o n many other widely famous platforms like Twitter, Linkedin and Instagram though Google and Facebook are by far the two most popular.

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The “winners” are chosen and ranked based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids (CPC).

To explain further, remember the Sponsored Ads that show up on Google’s search result page? That is PPC marketing. Those advertisements belong to the businesses (bidders) that have paid Google so their ads show in preference to and better highlighted than other search results. And you see those ads because your search query contained keywords or phrases for which these businesses had bid and won over others.

These sponsored ads are displayed according to their Ad Rank.
Ad Rank determines ranking of sponsored ads. It is the product of the CPC Bid Amount and Quality Score.
CPC Bid Amount is how much you are willing to pay per click on your link. It is called Bid Amount because in reality you compete with other advertisers over ranking by increasing your CPC bid amount for a set of Keywords.

The keywords are selected after a detailed Keyword Analysis and should be the ones that your target audience is most likely to include in their search queries on Google while searching for products and services you offer.
Google sets a price for keywords whose value is calculated by frequency with which they are used by searchers in their query. For example the keyword ‘SEO’ figures millions of times in users’ search queries. SEO service providers would certainly like their site to be included in results for all these searches. A wishful thinking given the sheer number of SEO service providers!

By the virtue of basic demand-supply relationship, ‘SEO’ as a keyword would be much sought after and valued by Google as an expensive keyword. Google values all keywords on similar criteria.
Google ‘auctions’ keywords on their set value and businesses ‘bid’ on these for their sites to be included in search results for searches performed with queries including these keywords.

The CPC Bid Amount however isn’t the only factor that decides a winner. Since it is important to Google that they serve search results relevant to users’ search queries, another factor – Quality Score – is therefore included. It is a metric to determine how relevant and useful your ad is to the user. It is determined on the basis of CTR, relevance and landing page.

The equation therefore is:

Bid Amount x Quality Score = Ad Rank

It may be evident from the above that your Ad Rank could also be increased with a good Quality Score.

Also, Google calculates your CPC (cost per click) when your ad is clicked as follows:

CPC = (Ad Rank of the Advertiser below you / Your Quality Score) + $0.01

Which means that Google also charges you less CPC for a high Quality Score.

PPC Advertising is not just limited to Google. Since Google Adwords is immensely popular and powerful PPC advertising platform it was used as an example to demonstrate how PPC works. PPC Advertising is offered o n many other widely famous platforms like Twitter, Linkedin and Instagram though Google and Facebook are by far the two most popular.

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So where does OWT figure in?

As explained above on a PPC Ad Campaign, Keyword Research and Quality Score are two very significant factors that can not only lower your CPC but also control the position your advertisement gets in search results.

Irrelevant keywords, poor page content quality and lack of a professional approach may very well diffuse your campaign regardless of the size of your CPC Bid Amount. A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions.

Furthermore, every PPC platform has different settings and protocols to be met with to get the best out of your campaigns. You need a team of web designers, programmers, content writers with SE and SM analysts to fashion a professional campaign for you.

This is a momentous task best left to professionals and this is where we step in. We undertake the following for you:

Setting up your Google Adwords and Social Media accounts.

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Designing Campaigns

Designing a PPC campaign is a serious task that involves comprehensive business analysis in preparation with full knowledge of PPC platforms, their operation and how they may best apply to your particular business or service. We design effective business campaigns with view of all this.

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Performing Keyword Research

We do exhaustive keyword research to pick keywords that are just right in terms of relevance, value and competition. We also factor in your budget and provide you the best set of keywords to use in your campaigns. We review costly keywords and filter them out if we find them non performing or unnecessarily expensive.

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Designing / Refining your Landing pages:

Based on the researched keywords we also undertake the design of your landing pages. These pages are well optimized as per Google SEO standard and filled in with quality content that we create to improve your Quality Score.
Another term SEM (Search Engine Marketing) also refers to paid marketing but only on Search Engines like Google, Bing etc. according to the paid marketing programs offered by these. However, SEM is a subset of PPC since it (PPC) also includes paid marketing avenues other than search engines while SEM sticks just to search engines.

Since we design campaigns for both search engines and other avenues outside of them, such as social media, our services paid marketing campaigns include both PPC and SEM.
You buy advertisements and we ensure they succeed.