Most Popular PPC Programs

Google Adwords™ is the most popular PPC advertising channel for search, with ads appearing at the top and right side of every user query.

Yahoo! Search Marketing® PPC or CPM advertising campaigns are perhaps the second most broadly used.

Microsoft® adCenter provides for your advertising to appear on MSN® search results.

PPC - Pay Per Click Advertising

Pay Per Click Advertising (PPC) can be a very effective marketing approach for search marketers when implemented correctly. PPC advertising, you can

• rely on PPC as a primary marketing channel to attract new visitors and buyers on an ongoing basis
• quickly and cheaply test new marketing campaign ideas before spending a lot of marketing money
• get a quick start on driving traffic to a new web page or redesigned web site
• compete for business against larger competitors against whom your web site doesn't yet rank well in search results
• build a significant amount of new business by aggregating long tail queries in your targeted ad groups
• increase lead generation or sales, depending on your goals
• create a broader understanding and more favorable reputation of your organization or company
• help build new back links to your web site from visitors web sites, with the back links helping your site to rank better organically in future search engine results pages.

Our PPC Process

Bruce Brownlee Company uses a simple process for mapping potential customers to the queries they use and the ads that will be most effective in attracting their attention. As part of this process, the click through rate (CTR) and conversion rate for each ad, each ad group, and each keyword are frequently checked so that the PPC campaign can generate ever more visits, leads, and sales.

Our process includes these activities undertaken, in the sequence shown, to drive more visitors and buyers to your web site, and to help you convert more visitors into buyers. We adjust the level of effort for each activity depending on the requirements of your search marketing goals, the strength of your existing or planned web site and marketing campaigns, and any budget limitations you have for improving your search marketing program.

• SEO Market Analysis
  • Analysis of Current Web Site Metrics
  • Competitive Analysis
  • Keyword Research
  • Keyword Planning
• Site Planning for PPC
• Landing Page Design - Aligned with Ad Groups
• SEO Copy Writing for PPC Landing Pages
• On-Page Optimization for PPC Landing Pages
• Web Site QA to Improve Quality Score
• Ad Group Planning
  • Identification of persona of buyers, and the types of queries they are using
  • Semantic Keyword Grouping and Selection
  • Ad Text Planning
  • Report Development
  • Initial Bidding
• Ad Rotation, Testing, and Replacement
• Web Analytics