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Pay Per Click

What is Pay Per Click Advertising?

Pay Per Click, aka PPC or Paid Search, is a form of Search Engine Marketing that utilizes and ad spend to drive clicks to one’s website. The website owner uses Google Adwords and similar services to bid on keywords. The highest bid for a given keyword then displays in the ad space section at the top and right side of search engine results pages for that keyword. The ultimate goal of Pay Per Click is to drive leads to your business.

To see positioning of Pay Per Click Advertising on a search engine results page, see below.

Do I Need Pay Per Click with SEO?

SEO, or search engine optimization, is an essential activity for any business operating online. It creates the foundation for ongoing success in the non-paid search engine results. Paid search, on the other hand, provides a continual stream of clicks and leads straight to your website. Both strategies are essential for the success of a business online. At WMDI, our managed Pay Per Click (PPC) Service helps you generate more traffic and more leads. Let’s look at how.

Review Your Objectives

We kickoff our PPC initiatives with a one-on-one consultation. You discuss your business and goals with our PPC expert.

Get Your Customized
PPC Advertising Plan

One of the most important aspects of a PPC campaign is to research the right keywords for your business and your market. Bidding on the most profitable keywords will drive more qualified leads.

We research what keywords your customers in your market may use in search engines. We follow up keyword research with ad creation. We’ll create enticing ads targeted at your market, whether it is local, regional, or national.

Track Your

Pay Per Click advertising is one of the most easily tracked forms of online marketing. Our paid search campaigns will deliver leads straight to you through a conversion form, landing pages on your website, or email.

Our on-demand reporting allows you to view full insights on the performance of  your PPC campaigns. You can break down when your customers are searching, what they are searching for, how they are finding you, and why they are. Taking this a step further, you can see precisely where your visitors come from, what activities they take when they get to your site, and which visits convert to sales.

Ongoing Campaign

We take everything we learn throughout the process and implement those learnings to enhance the success of your campaigns. If we find that a certain keyword group converts more to leads and sales, we’ll further optimize your campaign to target that keyword group.

Pay Per Click advertising is not something we just set and forget. As your campaigns progress, we continue to analyze your results and make improvements to drive even more leads and traffic.

WMDI can drive a successful Paid Search campaign for your business through continuous analysis and improvement. We take the guesswork out of research and selection, ad copy creation and placement, ad scheduling, bid management, and all other activities involved in a successful campaign. Better yet, we continue to improve upon these activities through campaign analysis – to ensure you get the most bang for your buck.

Whether you are a local business or a national website, we can create, implement, and analyze a successful Pay Per Click campaign for you. You can focus on what you’re good at – your business. We’ll focus on the rest.

9 Pay Per Click (PPC) Metrics to Track

While conducting PPC campaigns you might end up with a large amount of data and get confused as to which metrics you should focus on. For successful tracking you can concentrate on the following:

1. Clicks & Impressions

Clicks and impressions are two important metrics.

Impressions measure the number of times an advertisement is displayed and clicks refer to the number of times it is clicked on.

While impressions show how many people see your add, clicks measure the ads success. If the clicks increase, it might be a good time to capitalize on the increase in traffic and increase ad budget. If clicks go down it could mean that something is wrong with the ad and it might need formatting.


2. Cost Per Click (CPC)

The average amount you pay per ad click is called cost per click. CPCs vary from industry to industry and are higher for some keywords, based on competitiveness. You can bring down your CPC by going for long tail keywords. Though, it’s important to remain competitive for your target market.

3. Click Through Rate (CTR)

Click through rate is defined as the number of times an ad is clicked on, divided by the number of times the ad was shown.


4. Quality Score

Quality score is a number that Google gives based on the past CTR rate of your keyword, quality of your landing page and relevancy of your keywords.

A high quality score means that your keyword and landing page are relevant to the person looking at your ad. Quality score is what Google uses to determine the ad rank and make sure that the highest positions go to the most relevant ads. Therefore, a high quality score will increase the position of your ad – thereby increasing your clicks.

5. Impression Share

Impression share measures the number of impressions an ad receives vs. the number of impressions it was eligible to receive. So if the total number of searches performed for your keyword  was 1,000 but your ad only showed 800 times, it means you had an 80% impression share and 20% lost impression share.

Lost impression share allows you to find out how many impressions were lost due to budget constraints or low ad ranks. Identifying this will help you to maximize your ad spend or improve the quality score to increase impressions. You can also calculate the clicks and conversions you could have received if you had received those lost impressions.


6. Number of Conversions (Conversion Rate)

Conversion rate is the percent of people who buy or convert after reaching your website.

Conversion rate identifies how effective an ad is at driving targeted traffic by identifying what percentage of those clicks converted to a lead or sale. Some people conduct PPC campaigns to simply increase brand awareness, but most aim to achieve a high number of conversions.


Another important metric here is Cost Per Impression (CPI) which is the percentage of people who convert after clicking an ad to the total number of times the ad is shown. This metric shows the true effectiveness of the ad creative. A higher CPI percentage indicates that both the ad and the landing page were high quality and matching the market’s intent.



7. Cost Per Conversion

Cost per conversion is the amount spent to acquire a sale or a lead. If you spent $100 on your campaign and made 2 sales, it would mean that the CPC for each was $50. There is no specific CPC you should aim for, as it all depends on how much value a sale has for you.


8. Total Conversion Value

Total conversion value is an important metric to look at in relation to keywords and ad campaigns. It measures the total value of your conversions resulting from your ad buy. The total conversion value for some products is higher than others.

9. Return on Ad Spend (ROAS)

Return on ad spend or ROAS is used to determine the value and outcome of an advertising campaign. ROAS calculates how much revenue was earned for every dollar spent. The higher the ROAS, the higher the return but you should aim to achieve the break-even point as a minimum so as not to lose money.

The break-even point  for ROAS is $1:1, which means that for every $1 spent on advertising  you are earning $1 as revenue.


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