PAY PER CLICK ADVERTISING

IT'S NOT OPTIONAL ANYMORE

PAY PER CLICK - IT'S NOT WHAT YOU THINK

WHAT PPC IS NOT

PAY PER CLICK IS SIMPLE RIGHT? JUST BID MORE TO GET POSITION NUMBER 1 AND ALL YOUR WILDEST DREAMS WILL COME TRUE!!! A LITTLE "TONGUE IN CHEEK" YES, BUT AN ACCURATE REFLECTION OF WHAT MANY BELIEVE PPC TO BE, AND WORSE: HOW MANY IN THIS INDUSTRY EXPLAIN WHAT PAY PER CLICK ADVERTISING IS. 

SIMPLY "BIDDING MORE" IS NOT THE WAY TO SUCCEED IN PAY PER CLICK STRATEGIES. EVEN "EXPERTS" EMPLOYED BY ADVERTISING PROVIDERS LIKE GOOGLE AND MICROSOFT WILL OFTEN SIMPLY SUGGEST "STRATEGIES" THAT ONLY BENEFIT THEIR EMPLOYERS. 

PAY PER CLICK STRATEGIES SHOULD NEVER BE A "COOKIE CUTTER" APPROACH. EVERY BUSINESS HAS ITS OWN GOALS, RELEVANT KEYWORDS, INFLUENCERS, AND RELATED WEB CONTENT. SIMPLY APPLYING A BASE STRATEGY TO ALL BUSINESSES IS NOT HOW TO SUCCEED IN PPC IN 2021. 

IF IT'S NOT UNIQUE TO YOUR BUSINESS, IT'S JUST A WASTE OF TIME. THAT IS NOT PPC!

WHAT PPC IS

WE OFTEN USE THIS SIMPLE ANALOGY TO EXPLAIN HOW PPC WORKS:

IMAGINE YOU'RE OFFERED TWO JOBS, EACH WILL TAKE 3 DAYS. ONE OFFERS YOU $100, THE OTHER $5. BASED SOLELY ON THIS INFORMATION YOU ARE LIKELY GOING TO PICK THE FIRST JOB. BUT NOW IMAGINE YOU FIND OUT THAT FIRST JOB WILL TAKE YOU THE FULL 3 DAYS TO COMPLETE. THE SECOND JOB WILL ONLY TAKE YOU 5 MINUTES, AND THERE ARE LIMITLESS TIMES YOU CAN REPEAT THAT JOB OVER THE NEXT 3 DAYS. WELL NOW, BASED ON THAT INFORMATION YOU CAN SEE THAT THE SECOND JOB IS WORTH A LOT MORE.

THIS IS EXACTLY HOW BIDDING AND PPC WORK! BIDDING A MASSIVE AMOUNT IS NOT HOW TO SUCCEED IN PPC. INSTEAD; IT IS ABOUT UNDERSTANDING THE ADDITIONAL RELEVANT FACTORS, AND HOW TO LEVERAGE THOSE TO YOUR BENEFIT TO SUCCEED IN PPC  IN 2021.

A PPC STRATEGY AS UNIQUE AS YOUR BUSINESS IS THE ONLY WAY. THAT IS PPC!

BROWSE COMMON PPC QUESTIONS

LIKE MOST ASPECTS OF ONLINE MARKETING - PAY PER CLICK MARKETING HAS MANY COMMON QUESTIONS RELATED TO IT. WE'VE COLLATED A FEW OF THEM HERE FOR YOUR REVIEW. IF YOUR QUESTION IS STILL NOT ANSWERED, PLEASE DON'T HESITATE TO REACH OUT TO US, WE WOULD BE HAPPY TO ANSWER YOUR PPC QUESTIONS.
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WHAT IS PAY PER CLICK?

PAY PER CLICK OR "PPC" FOR SHORT IS EXACTLY WHAT IT SOUNDS LIKE: YOU PAY WHEN A PERSON CLICKS ON YOUR LISTING OR AD IN A SEARCH RESULTS PAGE, OR AN ADVERTISING SUPPORTED WEB PAGE.

HOW DOES PPC WORK?

ALL SEARCH ENGINES HAVE AN ADVERTISING PLATFORM. GOOGLE HAS GOOGLE ADS (PREVIOUSLY ADWORDS), MICROSOFT HAS MICROSOFT ADS (PREVIOUSLY BING ADS). THESE PLATFORMS ALLOW YOU TO CHOOSE RELEVANT KEYWORDS, AND PLACE A BID, OR MAXIMUM AMOUNT YOU WOULD BE WILLING TO PAY FOR A CLICK. WHEN A RELEVANT SEARCH TAKES PLACE, AN AUCTION HAPPENS THAT TAKES NUMEROUS WEIGHTING FACTORS INTO ACCOUNT TO DETERMINE THE ORDER OF AD PLACEMENT ON THE PAGE, POSITIONS 1-3 IN THE TOP AND 4 AND 5 AT THE BOTTOM. (THIS IS A MASSIVE SIMPLIFICATION OF HOW THIS WORKS, AND THERE IS NO UNIFIED SEARCH RESULTS PAGE) 

IS PPC LIMITED TO SEARCH RESULT PAGES?

NO. PAY PER CLICK PLATFORMS ALLOW YOU TO ADVERTISE USING BANNER ADS ACROSS THEIR "DISPLAY NETWORK" AND NETWORK PARTNERS. AS THE INTERNET IS FULL OF CONTENT ON MANY SUBJECTS, YOU CAN TARGET YOUR AD CONTENT, TO MATCH THE PAGE CONTENT. YOU CAN ALSO RUN REMARKETING CAMPAIGNS ACROSS THEIR DISPLAY NETWORK.

WHAT IS REMARKETING?

REMARKETING (SOMETIMES CALLED RETARGETING) IS WHEN A VISITOR TO YOUR SITE HAS A COOKIE (A SNIPPET OF CODE) PLACED IN THEIR BROWSER, THAT LETS ADVERTISERS KNOW TO DISPLAY YOUR AD CONTENT TO THEM WHEN THEY VISIT OTHER SITES. THERE ARE BEST PRACTICES THAT SHOULD BE FOLLOWED TO ENSURE THIS IS NOT DISTASTEFUL. 

HOW DO I ADVERTISE ON YOUTUBE?

YOUTUBE IS ONE OF THE TOP STAND ALONE SEARCH ENGINES BY TRAFFIC, SO A STRATEGY TO ADVERTISE ON YOUTUBE IS VERY IMPORTANT, BUT THERE ARE MANY WAYS TO ADVERTISE ON YOUTUBE THROUGH GOOGLE ADS, AND CAN BE A TRICKY PATH TO NAVIGATE. GET IN TOUCH FOR HELP TODAY.

HOW DO I ADVERTISE ON GOOGLE MAPS?

GOOGLE MAPS HAVE BEEN INCREASINGLY INTEGRATED INTO REGULAR SEARCH ENGINE RESULTS PAGES, SO THE LINES ARE QUICKLY BECOMING BLURRED. A STRATEGY TO ADVERTISE ON GOOGLE MAPS THROUGH GOOGLE ADWORDS EXPRESS AND GOOGLE MY BUSINESS ACCOUNTS ARE A MUST IN A 2021 PPC STRATEGY.

WHO WILL MAKE MY AD CREATIVE?

WE WORK WITH SOME OF THE BEST, MOST EXPERIENCED, AND LOW COST DESIGNERS OUT THERE. REGARDLESS OF WHETHER YOU NEED VIDEO, ANIMATED CONTENT, AUDIO, OR JUST REGULAR BANNER ADS, NO PROBLEM, WE GOT YOU!

WHY IS AD COPY IMPORTANT?

"AD COPY" REFERS TO THE WORDS YOU USE IN YOUR ADVERTISING. IT IS INCREDIBLY IMPORTANT IN PPC ADVERTISING BECAUSE OF KEYWORD QUALITY SCORE TO DECREASE WHAT YOU PAY PER CLICK, AND ALSO NEEDS TO BE CAREFULLY TESTED TO ENSURE IT ENTICES CLICKS FROM YOUR TARGET AUDIENCE, AND IS RELEVANT TO THE PAGE YOU WILL SEND TRAFFIC TOO. ALL OF THESE COMBINE TO CREATE A CAMPAIGN QUALITY SCORE.

WHEN IT COMES TO PPC MANAGEMENT, EXPERIENCE MATTERS

CERTIFIED PPC MANAGEMENT SINCE 2008!
GET A PPC QUOTE NOW

PPC STRATEGY PREPARATION

AS PART OF AN OVER-ARCHING PPC STRATEGY WE IDENTIFY KEYWORDS AND PHRASES WE INTEND TO TARGET AND MATCH THEM TO THE DIFFERENT METHODS AVAILABLE INCLUDING: MAIN SITE CONTENT. WE START WITH KEYWORD COMBINATIONS WE WOULD CLASSIFY AS "LOW HANGING FRUIT" OPPORTUNITIES, AND THEN AS YOU ARE BENEFITING FROM BUSINESS FROM THESE, WE EXPAND INTO MORE COMPETITIVE KEYWORD COMBINATIONS. ALL THE WHILE LEVERAGING REMARKETING TO GET THOSE CLIENTS BACK THAT DIDN'T CONVERT, AND USE THE CONTENT NETWORK TO REACH DEEP INTO THE CORNERS OF THE WEB TO FIND CLIENTS IN AREAS YOU MAY NEVER HAVE THOUGHT OF.

KEYWORD TARGETING

First we identify relevant keywords. Did you know an average site could have 1,000 to 2,500 frequently searched keyword combinations? We prioritize each of these keywords for which to target first.

MATCHED TO BEST MEDIUM

After identifying relevant keywords, we match each one to a particular medium. If this keyword was a question, what is the best medium to answer it? A static page on your site? A blog post? A video? An infographic? A picture? 

PREPARE CONTENT

Once keywords have been identified, prioritized, and matched a medium, we get to work systematically creating the content targeting each keyword combination with a strong focus on rich media that get the attention.

PUBLISH AND PROMOTE

As keyword targeting content is created, the next step is to distribute it in the most appropriate medium to disseminate and distribute the content. Video goes to Youtube and others. Blogs are shared on Social. Etc...

GET YOUR PPC ON TRACK WITH A CAMPAIGN AUDIT

HAVE AN EXISTING PPC ACCOUNT? NOT SURE YOU'RE GETTING THE BEST BANG FOR YOUR BUCK? GET YOUR PPC BACK ON TRACK, OR BE SURE IT ALREADY IS WITH AN EXHAUSTIVE PPC AUDIT TODAY.
• KEYWORD RESEARCH
• PPC  AUDITS
• GOOGLE ADS, MAPS, MY BUSINESS AUDITS
• CONTENT CREATION STRATEGIES
• VIDEO & RICH MEDIA DEVELOPMENT
• MICROSOFT ADS AUDIT

MEET YOUR WEB ENGINEER

< AINSLEY MULLER

WEB ENGINEER

If it’s on the web, he probably has a pie graph about it. Ainsley is Muller Consulting’s international man of numbers and correlated marketing data; sort of like James Bond, but with fewer guns and more statistics. He feeds clients the secrets of the internet by gathering all of the intel available and translating it into words everyone can understand.  

Ainsley grew up in South Africa, and graduated with a Diploma in Business Administration in 1998. In 1999 he got his first taste for working on the web when he worked as a web-development assistant for a small design agency. When he moved to Canada in late 1999 he decided to pursue his passion (and fuel his addiction) for coffee. Ainsley quickly built a reputation for consistently elevating organizations into top revenue-generating entities. He helped pioneer and fuel the rapid growth of the Fair Trade coffee industry in North America between 2000 and 2007 - building a new category in a competitive industry through branding and market positioning.  

Since 2007 Ainsley has specialized in online marketing and in that time has helped hundreds of businesses to succeed online and off. Ainsley has logged tens of thousands of hours rooting out and shoring up brand positions online; shamelessly championing his client’s brands, protecting their online reputation, and being a true brand ambassador for the clients he represents. Ainsley lives in Victoria BC with his wife and two children. But probably still drinks too much coffee.  

WHAT PEOPLE ARE SAYING ABOUT US

"I highly recommend the services of the guys over at Muller Consulting" . Since April of 2012 the web presence of Dr. Suzuki - Vancouver Orthodontist, and later Landmark Orthodontics in Kelowna BC, has been under the care of Muller Consulting and has resulted in a consistent increase in business to the Practise. Great work.

Dr. Suzuki of Landmark Orthodontics

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