Pay Per Click

Search Engine Marketing (Pay-Per-Click Advertising)

Search is the most direct way people find you online.  A great way to reach those people is through pay per click advertising.  What makes pay per click attractive is you can control based on keywords and location, who sees your ads.  Unlike online media buying, pay per click campaigns can cost essentially whatever you’d like.  If you want to only spend a couple hundreds of dollars per month, search engine marketing gives you that option.

Pay per click advertising campaigns requires a great deal of research, planning, analysis, and revisions, so this can be very time consuming if you want it done properly.  Our team has spent hundreds of thousands of dollars on Google and Bing, so we have the experience and infrastructure in place to manage these campaigns on your behalf.

The incredible power of pay per click advertising can generate revenue by the thousands. Campaigns are easy to set-up in minutes which makes it a vital marketing strategy for companies of every size. Improving the effectiveness of pay per click campaigns, however, requires a thorough understanding of how it works.

What Is Pay Per Click Advertising?

PPC is an internet marketing model where each advertiser pays when a visitor clicks on the advert. Essentially, what you are doing here is buying user visits instead of organically earning those visits. One of the most popular forms of PPC is search engine advertising. Search engine giant Google only provides a limited number of advertising slots on its homepage. If you want to advertise on Google, you will go through a bidding process which we will discuss later.

A click on the advert will automatically bring a visitor to your website, and you will pay the search engine a small fee. If the campaign is working correctly, the price is trivial because you can make a hefty profit if the visit ends up in a sale.

Building a PPC campaign is a complex task which constitutes significant research. We can help you develop your campaign starting from selecting the right keyword, to organizing keywords into campaigns, and setting up campaign landing pages optimized for converting user clicks. Search engines like Google charge less to advertisers that create intelligent and relevant campaigns. Our role is to help you create ads that will satisfy users and Google; hence leading to more significant revenue for your business.

Google Ads Auction

Is Google the only search engine that matters in PPC advertising? Perhaps not, but Google Ads is the most popular pay per click system globally. The ads you create for Google will appear in both the search engine, as well as other properties owned by Google.

For every keyword, Google assigns four slots for PPC adverts. When a user initiates a search for a keyword, Google will select the winners from their pool of Ads and advertisers, which will then appear in these valuable spots. The selection process is based on ad quality, keyword relevance, and keyword bid size. Each advertising has an Ad Rank determined using two essential factors – the advertisers highest bid, and the advertisers quality score.

Investing in Google PPC ads is a valuable marketing strategy because of the massive traffic Google receives each day. Some of the critical factors to focus on when creating your Ad campaign are:

Keyword Relevance

Landing Page Quality

Quality Score

PPC Keyword Research

We understand that keyword research is a time-consuming process, that is why we lend our expertise in ensuring that the PPC campaign we create for your business is built around keywords that are not only relevant but are continuously refined to maintain success. An effective list of keywords should have the following characteristics:

Expansive. Every advertiser needs to expand and refine keywords continually. We know how important it is to create a campaign environment where we help you grow your keyword list to adapt to the changing infrastructure of PPC advertising.

Relevant. Relevance is the fundamental and most important characteristic of keyword selection. Words you use for your campaign needs to be targeted so that it can lead to higher conversion, higher value per cost ratio, and increased revenue for your business.

Exhaustive. Keyword research should not only focus on the most popular words within your niche but also include long tail. Long tail keywords tend to be less common, but are also more specific. In addition to this, long tail keywords are also less competitive; therefore you will pay less per click.

As an expert in digital marketing, our task is to select keywords that are industry-specific and high volume which will be valuable in creating your PPC campaigns.

PPC Campaign Management

The effectiveness of PPC campaigns lies in consistent management. You need to conduct regular analysis and maintain account activity to achieve campaign success. The following are some of the things you can do to adjust and optimize your PPC ads:

1. Add new keywords to expand your campaign reach. Keywords need to remain relevant to your niche.

2. Non-converting or negative keywords increase campaign relevance and also minimize wasted capital.

3. One way you can improve your campaign quality score is by splitting adverts into smaller groups, making these groups more relevant. Relevant ad groups will help you create targeted landing pages and advertising text.

4. Monitor keywords that are costly and under-performing. If you are not getting the results, you can terminate these keywords.

5. Modifying landing page content and calls to action and align them with search queries will help boost conversion. Avoid sending all PPC traffic to the same landing page on your website.


Understanding what is working and what isn’t, and making the necessary swift actions to improve the campaigns are critical in PPC campaigns. We proactively review the key performance indicators constantly and adjust accordingly to optimize your budget.  We provide monthly performance reports so you are always involved in the process as we believe transparency is needed to maintain client relations.

Our team will help eliminate the complexity of creating PPC campaigns by assisting you through every step of the process. As soon as you are ready to get started, contact us for more information.

The Analyst Agency, LLC

The Analyst Agency is an operations & strategic consulting firm that provides comprehensive qualitative and quantitative market research, business analysis, and technology advisory services.


50 Fountain Plaza, Suite 1400
Buffalo, NY  14202
(716) 771-0620


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