Pay-per click Advertising

Pay per click, also known as cost per click, is a form of Internet advertising in which ads are placed on a search engine or website page based on their relevance to a given keyword query or on-page content item. These ads are typically displayed in a column or row and are clearly labeled as Sponsored Links in contrast to the organic links found on a search engine results page. PPC advertiser pays a flat rate or bid-based amount each time someone clicks on one of these ads. The cost for each click can range from pennies to tens of dollars depending on the keyword and/or industry. Some of the largest pay-per-click networks are Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter.

One of the most appealing benefits of PPC marketing is that it offers immediate results. Attaining an organic top 10 listing in search engines for a particular keyword usually requires an in-depth search engine optimization campaign, but PPC ads are ranked on the basis of quality scores and bids, enabling virtually any website to quickly achieve a prominent position in the Sponsored Links section. The ability to target relevant user queries on search engines or specific interest-based demographic groups on social media websites such as Facebook is a major advantage that pay per click has over other forms of advertising. Companies that engage in advanced Internet marketing frequently combine PPC with SEO to maximize their online exposure.

Customized Solutions for Small Businesses

Setting up a PPC campaign isn’t just a matter of writing some optimized ads and eye-catching headlines. A PPC campaign must take into account your company’s advertising budget and business goals; how and where you wish to advertise; how to optimize your landing pages, ad groups, and keyword relevance to receive the highest possible quality scores from PPC search engines; and how to maximize your return on investment by focusing on keywords that best combine low costs and high clickthrough and conversion rates. Molding Web’s PPC management expertise will help you gain the perspective needed to see past common PPC pitfalls and set a clear course for your company’s future.

Molding Web’s PPC management begins with a thorough analysis of your website and the performance of your current PPC ads, if any. During this process, Molding Web will consider everything from the nature and competitiveness of your industry to the landing pages and architecture of your website to your organization’s geographical location in order to determine the best way to go about choosing keywords and building a successful PPC marketing strategy. The aim of our pay-per-click management services is not only to make a positive impact on your short-term bottom line, but also to position PPC within a cohesive and well-planned online marketing strategy that considers where you want your company to be both now and in the years to come.

Local and National Targeted Campaigns

Local and National Targeted Campaigns Molding Web’s PPC campaigns are customized to the nature of your business. For brick-and-mortar companies that require proximity to customers, we’ll create local and/or nationally targeted campaigns that focus on geographically oriented keywords, high-profile regional websites, and searches conducted by users within a precise geographic radius. For e-commerce websites that aren’t limited by location, we’ll find the search terms that offer the best combination of low cost, high ROI, and clear commercial intent.

Analytics and Reporting

Molding Web’s Facebook analytics and reporting service will provide you with useful metrics that outline the success of your Facebook marketing campaign. We will track your business page’s fans and visitors, and determine the success rate of specific Facebook posts or ads. Through our detailed analytics and reporting, you’ll have a clear understanding of both the bigger marketing picture and how the smallest facets of a Facebook marketing strategy contribute to its overall impact.

A pay-per-click advertising campaign can vary in size from tens of keywords to hundreds, thousands, or even hundreds of thousands of keywords. Molding Web’s keyword research is always informed by an acute awareness of your business goals and the location and interests of your clientele. Our PPC keyword research can also be performed in tandem with search engine optimization keyword research to ensure the seamless launch of a comprehensive Internet marketing strategy. Once our keyword research is complete, Molding Web will work with you to choose the keywords that can form integrated and consistent PPC ad groups.

Landing Page Design and Development

Getting PPC click-throughs to your website is only half the battle. It usually takes mere seconds for potential customers to determine whether you’re offering what they want. Without an acutely fine-tuned landing page that grabs and holds their attention, you’ll be paying for PPC clicks that never develop into sales and conversions.

Molding Web will design and develop landing pages for your PPC campaign that can be tested and modified for greatest marketing efficacy. Your PPC landing page will offer a customized message with immediate appeal, increasing your PPC success and conversion rates.

Campaign Management & Analytics

The best way to maintain a high-quality, cost-effective campaign is to frequently optimize your account to help ensure your ads have a high Quality Score.”

--Google AdWords

PPC marketing requires constant and close daily monitoring. The competition can be fierce. Paying attention to every fluctuation and statistic is often what separates a great PPC campaign from a mediocre one. Molding Web will apply our extensive PPC knowledge and experience to your campaign and use detailed statistical analysis to maintain optimum results day to day, week to week, month to month, and year to year. Molding Web is passionately committed to perfecting every facet of your constantly evolving pay-per-click marketing campaign, from the smallest of details to the biggest of pictures—the financial success of your business.