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Edmonton Pay Per Click Advertising

Local PPC Ads For Your Business

At Zaire Global, We offer Pay Per Click Advertising (commonly known as PPC in the digital world), If you’re still confused or don’t entirely understand Pay search ads, keep reading! Zaire Global will help you discover what Google Pay Per Click Ads is, plus the benefits of working with your local Edmonton advertising agency. If you’re looking for a professional account for your PPC efforts online, please contact us so that we can help you get your business shown to more people today! 

Keep in mind that pay per click advertising can be very complicated. If your PPC campaigns aren’t set up correctly, you’ll quickly find out how easy it is to spend money on ads without seeing any leads or sales. While this article will be a useful guide for those new to pay per click, we here at SEO Inc. strongly recommend looking into a PPC Management solution, which is more cost-effective for most businesses.

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How can I earn from pay per click?
Why Do I Need PPC?
How Do I Know if PPC is Working?
Can I Manage My Own PPC Campaigns?
What Are My Next Steps?

How can I earn from pay per click?

PPC Ads, more commonly known as Pay Per Click or Google SEM is how we online advertisers and media buyers buy attention from Google. Platforms like are bing yahoo and Yandex all over their own  PPC stages, however Google Ads is by far the largest for small business owners.  We’ll be using Google AdWords in this article to discuss PPC basics since most PPC platforms are very similar. You’ve likely seen these ads yourself when performing a Google search:

Pay per click advertising has many advantages as a marketing tool that other channels do not offer.

PPC is targeted; it puts your business near your target audience in the form of ads, 24 hours per day, 7 days a week for every single day of the year. With PPC you can reach people in any part of your city as opposed to trying to reach these audiences via traditional methods.

PPC is all about a quick set up with little to do later on in order to see results. While SEO offers you very little visibility in the short term and requires serious time investment from your part. Also keep in mind how diverse the search results are when using google to manually browsing between different devices.

Today, the AdWords line of products makes it easier than ever to take complete control of your marketing. With Google’s standard toolset you can target and optimize ads based on location, time, language, device, gender, age, and so much more as is possible with each campaign. Professional businesses require more complex management, which means they can dive straight into optimization and have everything taken care of to the extent that misunderstandings won’t financially impact the business.

Paid advertising can track the level of detail on views, clicks, spend and lead count. It’s easy to focus on ROI with PPC marketing vs print, radio, or television advertising as it is very data-driven. It tends to be a relatively cheaper option than most other forms of advertising although there are exceptions.

If you have yet to use PPC as a marketing tool for your business, consider this: Your competitors are most certainly using PPC advertising to take a share of the market that you could target. Without opening a PPC ad campaign on your own behalf, competition may climb their way to the top gaining an advantage in your best-converting keywords that would otherwise be yours. If your competitors are not on PPC, you have the opportunity to take part of this opportunity and reach another market, which is an area that most likely is still untouched for them!

How Do I Know if PPC is Working?

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One of the best benefits of using pay per click advertising is the ability to track data and analytics. PPC return on investment is more accurate and easier to track than most other advertising mediums. For any given date range, you can see:

  • How many people viewed your ads
  • How many people went on to click each ad
    How much you spent on each click
  • The percentage of market share your ads received
  • And Often Most Importantly: How many leads or sales your ads generated

Pay per click advertising shows how effective your ads are, down to each click. For sites focused on lead generation, you can optimize your ad campaigns to reach a specific target Cost Per Lead. If you run an e-commerce website, you can even see how much revenue is generated. Other ways of tracking conversions include:

  • Call tracking
  • Website form submissions
  • File Downloads
  • Page Views
  • Time on Site

When implementing and tracking conversions, it’s vital to set account goals that are profitable and realistic. For example, if you’re an e-commerce business, keep your margins in mind as you read your Return On Ad Spend (ROAS) report. Sometimes it can appear as though you’re making money, but if you still haven’t factored in all the costs, it’s going to be challenging to know for sure. While PPC advertising can be quite useful, it’s not a miracle cure-all. Like your other marketing channels, PPC needs to be carefully managed to reach its full potential.

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Can I Manage My Own PPC Campaigns?

With the right knowledge and tools, PPC advertising can be one of your biggest profit centers. Many businesses today use PPC as their primary, or even sometimes only, revenue stream. However, PPC can get expensive quickly if there’s account mismanagement. Pay per click advertising cannot be built on a “set it and forget it” mentality. Even if you create your PPC campaigns well, but then leave them running with no changes at all, you’ll eventually find that your profitability will shrink over time. There are a few reasons for this:

    • AdWords and the other PPC platforms are always rolling out new features to improve your ads and targeting. If you ignore these features while your competitors continue to optimize their campaigns, you’ll surely be left in the dust.

Google began using Expanded Text Ads in late 2016. Now you don’t want to be caught using their old Standard Text Ads, which receive a much lower clickthrough rate!

  • Industry and seasonal trend make bid changes a constant necessity. With changes in demand, your competitive environment will be changing, and your bids will need to reflect that. Regular bid management ensures that your ads always retain a top position, without overspending on ad clicks.
  • AdWords is a great tool to grow your business, which can’t be done if you’re not continually testing and expanding your ad reach. You might be thinking that this doesn’t apply to you and that your business has already saturated the market. However, in over 15 years of managing paid search, we haven’t seen a single company that has zero room for growth, and PPC advertising is the means to achieve that growth.
Another account element that we often find mismanaged is junk traffic. One of the quickest and easiest ways to lose big on PPC is from junk traffic. Junk traffic refers to clicks from search terms that are not relevant to your business. For example, let’s say that your company sells eyeglasses. Since eyeglasses are commonly referred to as glasses, you decide to bid on the keyword “glasses.” All of a sudden, you find your daily budget running out every day before noon, and you can’t figure out why! If you look closely at the search queries that brought users to your ads, you might find them searched for a lot of unrelated terms – “sunglasses,” “wine glasses,” “the glasses” (an episode of Seinfeld), and the list goes on. You’ll have to make sure that you either target your glasses keywords more carefully, or exclude a large number of search queries from triggering your ad (a combination of both is often necessary). As you can see, you can manage your pay per click campaigns, but there are a ton of complex elements to paid search that can punish you if not done correctly. With all of these complexities of account management, you might be wondering where to go from here.

What Are My Next Steps?

If you don’t have an AdWords account, what are you waiting for? If it’s not already clear from this article how effective pay per click advertising will be for your business, take a look at our PPC case studies and see how SEO Inc. has built profit engines for many of our clients through paid search.

When you’re building (or even just optimizing) your PPC campaigns, you have two options:

  • Manage PPC Yourself: While this is an option, PPC is a complex beast with so many moving parts, that it’s easy to miss a few details and end up throwing a bunch of your hard-earned money down the drain. What’s worse, we often see companies that have tried to manage their PPC accounts and failed, making them believe that PPC isn’t profit! If you find yourself in this position, we highly suggest you contact us immediately so that we can help you determine what went wrong with your PPC account, and how we can get things back on track.
  • Hire A PPC Management Company: This is the only way you can ensure that your pay per click advertising remains profitable and grows in a way that continues to reach your business goals. What’s just as important, an excellent digital agency makes sure that you understand why our actions and recommendations are essential to your bottom line. If you speak with an agency that won’t explain these things to you, there’s a good chance that they can’t communicate the strategy is because they don’t know! Avoid these wannabes and hire a Premier Google Partner agency, like SEO Inc.

If you have any questions, we’re happy to help you out. Just give us a call, and we’ll help make sure your pay per click advertising is profitable, and no longer a headache!

How can I earn from pay per click?

SEO Inc is an internet marketing company whose purpose is to help businesses improve their online presence in search and social media in order to acquire new customers and build their brand online.

Can I Manage My Own PPC Campaigns?

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The Zaire Global Team, your online marketing agency in Edmonton, Alberta.
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