PPC Management

PPC, or PayPer Click, gives small businesses the opportunity to appear on the results page for searches that they would otherwise struggle to gain significant exposure. For example, you might have a page one position on the results page for your main service in your local town, but there are two main reasons why local businesses may wish to consider pay per click campaigns:

• You provide an ancillary service to your main service and you wish to gain exposure for this ancillary service;

• You operate in a wider geographic area than your main “local place” and want to attract customers from these additional areas

In either case, designing and running a PPC campaign can bring you new customer prospects at an attractive acquisition costs.

However, running a successful PPC campaign isn’t as simple as picking some keywords to bid on, write 25 words of copy and handing over your payment details to Google. In fact, there are a number of pitfalls to watch for, including:

• Campaign design – separating your campaigns based on geographic or service distinctions
• Keyword phrase strategy – picking the phrases that will attract buyers, not shoppers
• Bidding strategy – how much to bid for each keyword phrase. Pay too much and you’ll lose money quickly, pay too little and you’re not in the game
• Tracking and reporting – how to find which campaigns bring your customers and which are draining your budget
• Click Fraud – how to detect, report and eliminate click fraud, should your competitors decide to start clicking on your ads

KOLP has many years experience in designing and implementing PPC campaigns. We can advise you on simple but effective strategies to deliver more qualified prospects and customers, at a customer acquisition cost that makes sense for your business.