PPC - Frequently asked questions

PPC is the fastest and most effective method to attract target audience to the site. Payment for completed action - Pay-Per-Click is the distinctive feature of PPC. PPC ad is shown to those users who are looking for information about the advertiser's goods or services online, that is, to potential customers.

PPC can help:

• to attract target audience to the site;
• to increase sales, to promote products and services;
• to increase brand awareness;
• to improve image;
• in addition or alternatively to SEO promotion and / or offline advertising.

Contextual ads unlike the offline advertising are shown only on the relevant subject websites or in the sponsored section of most major search engines upon specified keywords request. Such approach provides the most interested audience outreach, converts visitors into buyers; expands the company's activities from local to the national and international markets.

PPC advertising is marked by flexible advertising management communications, the ability to reach a clear target audience, to track statistics accurately and a relatively small as against offline advertising budget ensures maximum impact.

The main types of contextual advertising include search, display (web banners), video advertising; advertising in social networks and price comparison services (shopping engines).

Search ads are available in the sponsored section next to the search engines results according to defined user query. In the main search engines PPC sections are located above and on the right side of the search results page.

Display ad appears on sites featuring content related to that ad. That provides to outreach all users who have shown a direct or indirect interest in a particular subject. Display advertising combines the principles of search PPC.

Video advertising - text, image and video blocks placed in the user videos. Video ads increase advertising contact time and improve contact time quality.

Advertise in the price-navigator (catalog price) - placement of objective information about goods and services at price comparison sites, whose main aim is the rapid provision of advertising to potential consumers.

Social network PPC - unobtrusive advertising sections that appear both on personal user pages and in different applications. The main advantage of this ads type is deep audience and socio-demographic targeting.

Advertising on price comparison services (shopping engines) - arrangement of objective information about goods and services on price comparison sites. The main aim of it is to provide advertising to potential consumers in real time.

There is no minimum or fixed amount to be spent on advertising, as well as there is no established price for a particular keyword or a specific position. The calculation of the advertising budget and an acceptable cost per click is based on the advertiser's marketing plans, i.e. as much as you're willing to pay for it.

• Google AdWords - the most popular system of contextual advertising on the world market.
• Microsoft AdCenter - a collaborative solution for Bing and Yahoo search engines.
• Facebook - the world's largest social network, the number of users of which is getting one billion.
• LinkedIn - business oriented social network, amounted to more than 100 million users in over 200 countries.

CTR or Click-Through Rate - the percentage relation of clicks on an ad to the number of its impressions.

CTR is used to evaluate the effectiveness of a particular ad and keywords or an entire advertising campaign generally. The success of the ad depends on its relevance within the sense of the search query or the web page's content on which it appears.

Targeting is an ability to display the ad only to certain, highly specialized audience. The main targeting types are thematic, geographical, language, time, socio-demographic and behavioral.

Conversion is targeted visitor's behavior on the site. There are 2 conversions types:

1. Specific landing page view (goods purchase, registration, subscription to the newsletter, etc.)
2. The involvement of the user, its interaction with site content (session duration, the depth of view).

Conversion rate - the percentage ratio of conversions to clicks on the ads. This rate shows the website efficiency and its components quality.

All conversion data will be recorded within AdWords account statistics.

First it is necessary to insert AdWords conversion tracking code into the source of the website's action page. Also you should install Google Analytics tracking code, free statistics tool.

Google Analytics allows setting up goals, tracking conversions and users behavior on the site, analyzing the effectiveness of each traffic source and much more. As a goal in Google Analytics can be a purchase, document download, newsletter subscription and etc.

Conversion tracking is necessary for advertising effectiveness evaluation, flexible advertising campaigns management to find the most advantageous way to achieve the maximum profit at minimum cost.

Landing page is an active web page the website visitors arrive at by clicking on the ad

Negative or stop words are an essential component of an effective keywords list used in PPC advertising along with keywords in order to exclude ads impressions on certain irrelevant search queries.

Depending on his marketing goals advertiser may limit the budget and ads schedule, choose the appropriate payment model - Cost per Mile (CPM) or cost per thousand ad impressions, Cost per Click (CPC) on an ad, Cost Per Action (CPA) on the advertiser's site.

The minimum price per click in the Google Network is approximately $0.01.

ROI (return on investment) is an indicator of carefully planned advertising campaign success. It can be used in the context of campaign aimed at active sales and services providing, and to strategies aimed at branding and image improving.

There is a powerful system to fight clicking in Google Adwords, which filters out suspicious clicks. Unfiltered clicks in most cases will be discovered later and the advertiser will receive compensation equal to the cost of invalid clicks. Also it can be prevented to show ads to certain IP-addresses.

Paid Google AdWords and free Google search results are not connected with each other, the advertising budget changing does not affect the site ranking in free Google search results.

Ad position depends on the bid amount, the keyword relevance, and quality and page load time of landing page. If the keywords' Quality Score is low, the ad appearance on the top position is highly unlikely even with a high max CPC.

Remarketing - so-called "smart advertising" shows image ads to users who have already visited a given site, or even ordered the advertised product or service, according to information gained through remarketing AdWords code installed on it.

Prerequisite for the ability to work with an advertising agency is the existence of a certificate from leading services - Google AdWords and Google Analytics. Promodo company has all the existing certificates of quality in the market of Internet advertising.

• High skill level in your particular subject area.
• Development of your products and services.
• Organization of your internal business processes.
• Increase the conversion of orders into sales.

• Customized advertising campaign.
• Flexible and efficiency budget management.
• Increase of visitors/sales along with brand awareness increasing.
• Primary usability analysis, landing pages testing.
• Web analytics.
• Audit of existing advertising campaigns.
• Integration of contextual advertising with Google Analytics and website performance tools.
• Regional setting of advertising campaigns on the basis of consumer's priorities.
• Work with large amount of keywords considered to your particular site.

Primary we work with monthly based reports, which include all needed information inside: dynamics of positions, traffic, the scope of work done within the the reporting period and plans for next period. We may also include weekly reports if needed, but this details we usually discuss with our clients. Also, if you need any additional information to be included into reports - we are always ready to discuss it.

• Look at our checklist and write in a letter that he agrees with everything;
• sign the contract;
• install the code of Google Analytics on all the pages of your website, and the code of Google AdWords on the conversion page;
• pay the prepayment;
• if client already got the Google AdWords or Google Analytics account, he must give us administrative access

• Working with Promodo PPC experts has several advantages:
• Significant time and cost savings.
• Result of the advertising campaign depends on PPC manager's experience. Promodo experts have at least 2 years of experience in managing PPC campaigns. All of them are certified in Google AdWords and Analytics, and the company has the status of Google AdWords Certified Partner.
• Our experts work with all popular PPC services, pr