PPC advertising, or pay-per-click advertising, is an online advertising model in which advertisers pay a fee to the digital platform (Facebook, Google, etc.) each time one of their ads are clicked.
If you’ve ever searched Google, you’ve probably noticed that the top few options are highlighted with an AD sticker next to them. These are pages boosted by the influence of PPC advertising. When you search for something, the search engine crawls the web and finds the most relevant and well-written content that matches your search. Your result page is the search engine’s best guess at what content will be most relevant to you. However, depending on your search, the top one-to-three results will be advertised content pertinent to your search. Getting those top positions on SERPs is possible with PPC advertising. Pay-per-click advertising works by paying search engines for the opportunity to display your content first on relevant SERPs. If your page is displayed, you pay the search engine for every click on the advertised link. You only pay for clicks on featured pages, making this advertising method very low risk. At the same time, PPC ads can offer a high reward for the traffic they drive to your business. You can influence a search engine’s likelihood of displaying your PPC ad through bids. Your bids for PPC ads will go towards specific keywords that match the relevance of your pages. The better your copy meets SEO requirements for that keyword, the better it will do at auction and the more visibility you will get.
Identifying which schema types will be rendered, will depend on the content on the website. Most websites can use schema types such a "LocalBusiness", "Breadcrumb", " SearchAction" etc. But these are just the basics. A website featuring event should have an "Event" schema for each event, and an eCommerce site should have "Product" schemas, etc. A template must be made for each target item, which may vary depending on the content the website has for each schema type.
Schema markup only recognizes certain content as valid values. For example. For an event schema, if an the event is an online event, the only valid way to identify this, is to mark the event with the value "OnlineEventAttendanceMode", under the attribute "eventAttendenceMode". So, the content of each item that will product a schema code, must be converted into recognized and accepted values.
There are multiple ways to install schema code to a website. The best way will vary depending on the structure of the website, and the content the schema will include. Methods include JSON-LD, Microdata, RFA etc.
There are many industry-standard validation tools that help a webmaster identify that properly installed schema markup is rendering properly. This includes Google's Rich Results Tester, Schema.org's Validator, etc. Syntex, valid content values, properly structure etc are just some of the items tested in a validation.
The first step is outline the the website's structure. This will first include the domain acquisition + DNS configuration; This is to set up the IT infrastructure of the site. This includes understanding the content that will be included, how it will be arranged, which features and functions the website will includes, and how
We then need to develop the structure of the website. To do this, we will need an understanding of the content that will be included, how it will be arranged, which features and functions the website will includes. This will allow us to develop a mapped hierarchy of the website.
After getting to know a brand, such as what it stands for, and the assets associated such as visuals, colors, messaging, etc, we develop a way to present the websites content; also known as UX/UI (user experience/user interface). This is how the site looks, feels, handles etc. This includes layout, navigation, animations, etc. This should capture the look and feel of the brand.
Loading the site with both branding assets likes copy, logos, videos, etc as well as marketing assets likes blog posts, product descriptions, etc is the next step. You may already have content you wish to use on your site; or you may need to have the content of your site professionally created by us.
Once the content is settled, then comes an SEO overhaul. Although we offer high-end custom SEO projects, each of our websites includes the basics of SEO. This includes the customization of website meta tags and page-specific tags, and open graph images. This also includes the usage of chosen keywords implemented as page headers and placed throughout the content, conveying to search engines the topic of the webpage. More aspects like schema markup and sitemap-submission are also included.
Websites are marketing assets. Depending on your level of services, there is often a plan of marketing the finished website. This may include challens like Pay-Per-Click Advertising, Social Media Marketing, press releases, regular website content creation and more.
Identifying ideal target keywords can either be a straight up location and service based analysis such as "marketing company in Westport, CT", or may be something much more complex depending on your level of investment, and your competition. Factors to consider for higher-level SEO campaigns are "keyword relevance", as selecting keywords closest to your niche may be most relevant, but not the most profitable, "keyword difficulty" (how hard it is to rank for a keyword overall), the "CPC" (cost per click) or value of each click for that keyword, the work involved in ranking (this is an ROI metric), etc. There are many factors, but this process done correctly can yield great results over time.
Once root keywords, and supporting keywords are selected, a website and the content a brand puts out should map to those keywords. This includes changes like meta tag updating, page title updating, page header and subheader matching, blog topic restructuring, etc. Keywords also dictate other factors of SEO such as inbound and outbound link structuring, implementing schema markup etc.
Once a site is optimized, a small amount of marketing allow us to speed up the process of search engines identifying the content. This allows us to faster receive feedback from analytics, thus speeding up the process of the SEO plan's effectiveness.
Comparing KPI's (key performance indicators) such as CPC (cost-per-click), CTR (click-thru-rate) and more to industry standards, and against each other, we can get a sense of how the SEO campaign is performing, allowing us continued tweaking to refine the ROI of the campaign.
Pay-per-click ads are necessary if you want an increased digital presence and new customers. In digital marketing, PPC is a potent tool for promoting brand awareness and generating leads. With it, you can reach your target audience instantly and get your company at the top of result pages. Further, your top competitors will use PPC ads to boost their business, and they’ll use the same target keywords as you. The only reliable way to outcompete is to bid with your online ads and have an excellent marketing strategy to go with it. Amazing content with targeted advertising is the key to digital marketing success. Additionally, PPC can offer an incredible ROI. For a small investment, you can have a guaranteed spot on SERPs that’s reliable and trackable. You’ll get up-to-date information and data on link clicks and website traffic, allowing you to pinpoint what works and what doesn’t. While you can use PPC independently, that wouldn’t be the most cost-effective way to utilize its marketing potential. First of all, while you pay to have your content featured on search engines, the quality of the content has the most significant impact on ad ranking. Paying more for a mediocre web page probably won’t outcompete the excellent copy produced by a lower bidder. Further, PPC works best by promoting brand awareness and generating potential leads. If you don’t have a website and brand established, you may not get the best ROI for your investment. Fortunately, digital marketing agencies such as the Labate Group offer the full suite of digital marketing services, from website building to marketing strategy. With the suitable investment, not only can you develop the best PPC ads for your business, you’ll have a robust online presence to go with it.
In addition to paying for the service, PPC advertising can directly cost anywhere from $3-12 on average per click (website visit). Depending on your conversion rates, average sale price, this may be well worth it, or it may be not.
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If you are looking to get your brand out there, and you are looking somewhere reliable and trackable to put your marketing dollars, PPC ads are something to consider. Contact us to learn more.
