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pay-per-click programs
A Concentrated Effort: SEO with PPC
While many search engine marketing companies will tell you pay-per-click programs are the most effective way to increase your rankings and traffic, we recommend a more concentrated tactic – SEO and PPC together. An effective pay-per-click program will only get your company’s name high in the paid results, but search engine optimization will take care of the organic results that consumers are much more apt to click on.
Our pay-per-click programs work in conjunction with our other services and are part of a larger Internet marketing package. In addition to SEO, PPC is offered to clients who want results quickly or want to maintain visibility for more competitive phrases that take a long time to get rankings through organic channels.
Pay-Per-Click Program Management
Our pay-per-click program begins with campaigns on both Google and Yahoo!, expanding to smaller engines as your campaign progresses. Aside from SEO, PPC is also tied in closely with our website conversion service, as we are continually analyzing the performance of the SEO and PPC campaign to maximize not just visibility and clicks, but actual conversions, sales, and leads. This is accomplished through on-site conversion optimization and creation of landing pages that are geared specifically to the targeted audience with each PPC ad as well as analyzing keyphrase performance. Some keyphrases may bring in lots of clicks, but often, the visitors rarely convert. On the other hand, other phases may bring in just a few clicks, but 9 out of every 10 turns into a sale.
After the initial review of your paid advertising, the Medium Blue team will evaluate your pay-per-click performance on a weekly basis, making changes to ad copy, keyphrases, and landing pages as needed. A traditional pay-per-click program is billed based on percentage of spend, usually 15-20%. We believe this is a conflict of interest, as it gives the agency no incentive to lower your overall spending and more incentive to actually increase your PPC spend unnecessarily.
Of course, we’re not implying that all agencies do this, but we do want to remove this conflict of interest and base our prices on time actually spent on the campaign. In our experience, this works out to be roughly equivalent to the percentage of spend model for smaller PPC accounts but is a significant cost savings for those spending $5,000 per month and up on pay-per-click programs. When a highly-targeted approach to increasing rankings and traffic is needed, both SEO and PPC ensure that the campaign is covered from all angles. See how a concentrated SEO and PPC program can show you the results you need!
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