Pay Per Click | Google Ads Management

PPC stands for Pay Per Click, which is exactly what you are doing when you place an ad on a search engine or social media site. The most common places to place ads are Google and Bing.
PPC marketing, paid search marketing, or pay per click marketing refers to the practice of using ads to attract traffic to a website or a specific webpage.
In this marketing model, a client usually bids for keywords related to their business model or topic within an advertising platform. The advertising platform uses algorithms to match the advertiser with a relevant audience who are searching for information associated with the ad placed. Once an individual searches for the keywords chosen by the advertiser to bid on, they will be automatically shown the ads written by the advertiser along with the search query results.
The advertiser, in this case, will only be charged if the person clicks on one of the ads and visits his website or webpage.
By-and-large, this results in a positive outcome for all the parties involved as the advertiser gets targeted traffic for their website, and the searcher can find the product/service related to their search query easily by clicking on the ad. For the most part, almost all of our clients can benefit from using PPC marketing as a revenue source. If managed well, PPC marketing is a fantastic source of revenue.
Tackling campaign structure, segmentation, click-models, and ad copy are some of the hardest parts of PPC marketing to master successfully.  So, if you are not great or confident at this, or don’t have the time to really set it up and manage it well, then you need to hire a professional… like us!

Primarily, there are 2 main ad network platforms to run a PPC campaign. Google and Bing. Google’s platform is known as Google Ads. Bing is known as Microsoft Ads Network.

There are actually many other sites and ad networks that offer PPC ads platforms, but all of them combined might account for less than 10% of the market share. This is the case for search engines and their ad networks.

We like to help our clients get the most attention for the least amount of cost if possible. Sometimes, depending on your specific campaign goals, it makes sense to utilize and market on these other networks. Additionally, the typical cost-per-click is much less on other ad networks, so the cost-per-engagement goes down. However, this is because there is not nearly as much traffic on other ad networks outside of Google and Bing.

It should also be noted that it’s common to run ad campaigns similar to Google Ads in social networks – like Facebook, Instagram, LinkedIn, Tik Tok, Pinterest, etc.. However, these networks work a little differently than what we’re describing here on this page. You’ll want to view the Social Media Marketing page to find out more specifics on Social Ads and how they work.

There is quite a bit of work that goes on in order to build a successful PPC campaign. A lot of factors to consider.

First, we need to research and select the right keywords that are relevant to the search a potential client will make, as well as relevant to your website. Then those same strategically selected keywords are organized and sorted into segmented campaigns and ad-groups which consists of ads and keywords. From the ads that are placed, we lead a click from a search to a landing page that may be optimized for conversions of one type or another.

A conversion is typically someone who completes a specified action, perhaps a purchase on a website, or filled out a contact form, or even made a phone call or text chat.

Search engines reward advertisers that create relevant, intelligently targeted campaigns by charging them less for ad clicks that perform well. In other words, if your ads seem useful as well as relevant to the search query made… You are getting good traffic/or clicks, and users seem satisfied based on if they are converting or completing a goal, the search engine will reward you by charging less per click. This helps your profit margins and increases your efficiency to get your marketing dollars further to reach a wider audience for a lower budget.

Google uses its own system called Google Ads (formerly known as AdWords). Google Ads is the single most popular PPC advertising system in the world. This system allows businesses to create text or display ads that appear on Google’s search engine and other Google properties.

Every time a search is initiated, Google digs into the pool of Ads advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality, relevance, and performance of their keywords and ad campaigns, as well as the amount of their keyword bids. More specifically, who gets to appear on the page is based on an advertiser’s Ad Rank, a metric calculated by multiplying two key factors – your Maximum cost per click bid and Quality Score.

Quality Score is a value, determined by Google, that takes into account your click-through rate, keyword relevance, and landing page quality. This entire system allows winning advertisers to reach potential customers at a cost that fits their budget.

To simplify it, PPC ads are basically run similar to an auction.

There is no specific figure when it comes to the cost of a PPC campaign as you have the freedom to choose your budget and PPC ad platforms also allow you to choose your bid for each keyword, along with a daily budget of an ad group or a PPC campaign.

The cost of an actual click in a PPC ad campaign depends upon the bid and quality score of an ad.Positioning your ad in the right place can make quite a difference in the performance. Better positioning of your ad will impact how many clicks you might receive.

Be aware, that among other factors like Ad Rank or Quality Score, the maximum bid price for your ad will help determine what rank your ad may appear when a search query is made. If you have a high-quality score, then you may be able to get a better position on search engine results pages with a lower bid, but if you have a low-quality score, then you will need to bid higher, and this will increase the cost of each click on your PPC campaign.

Some industries have high competition, and this leads to higher costs per click bids as there are keywords which will cost you $50 or more for a single click. Although, in most cases, you can get a decent amount of traffic for a bid of less than $2 per click. So, the cost of a PPC ad campaign will vary and depend on several factors which may be different from one advertiser to another.

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Now, if you’re asking about how much Arcane Marketing charges to run a PPC campaign… we can only narrow down the answer slightly. In about 99% of all campaigns that we either take over or start, there’s immediate work we can easily point out that needs to be fixed or improved. Sometimes, it means scrapping the campaign structure you might already have and rebuilding based on historical data that exists. Sometimes it’s just a few tweaks and updates. The point is that there will almost always be a campaign development charge. These start out around $600 and go up from there. A typical campaign development for the bulk of our clients falls around $1,000-$1,500 depending on the size and complexity of the set up needed. Additionally, if we need to build a few PPC specific landing pages, the price could potentially go up. It all depends on the structure and size of your campaign and your goals.

For on-going services, it should noted that WE DO NOT COLLECT YOUR AD SPEND FUNDS. You pay those funds directly to the platform advertiser (i.e. Google, Bing, Facebook, LinkedIn, etc…). All that we collect are the service fees for us to actively manage and optimize your campaigns. This starts around $400/mo and will increase depending on your total ad spend budget. Our most common client spends between $600 – $1,000/mo for us to manage their PPC campaigns. It is typically not a percentage (%) of your budget like most companies or agencies offer (hint: that is a more expensive way to pay for your PPC management!)

Our incentives are not to increase your ad spend, unless it makes sense to scale up a winning and profitable campaign to increase volume. Some other agencies are motivated to increase your ad spend simply so that they can charge more for what they do. We like to think our fee structure is the most fair. After all, it’s taken us a few years to build and develop our pricing, based on experience.

Do you want to see our pricing structure? Give us a call and ask – we’d be happy to send it to you!