Frequently Asked Questions

Frequentely Asked Questions about Google AdWords, SEM and PPC.

This is a growing list of FAQs we are often asked by new clients or people or companies considering whether to move forward with a PPC campaign or an SEO campaign. If you question isn't answered here, please do not hesitate to contact us.

What is PPC?

PPC, also known as Pay Per Click, is an online advertising model where advertisers bid on what they are willing to pay for clicks on search engines and associated content networks (third-party websites). What makes PPC unique from traditional advertising is that you only pay when a user reads or sees your advertisement and clicks it indicating an interest to learn more. The result is traffic from people who have already indicated some level of interest (depending on the message of your ad of course) and greatly improved ROI tracking.

Where do you recommend we advertise with PPC?

Which paid search engines you decide to use depends on the product, service or brand you are advertising. You will more than likely want to include Google AdWords in your campaign. Yahoo and Microsoft / Bing have merged their paid search efforts, so capturing both those markets is now easier and can be managed from one PPC account. Google, Yahoo and Microsoft / Bing cover 96% of all search traffic, so you may want to start with just those three. The second tier search engines such as Ask.com, AOL Search, Miva, etc. may also be relevant to your campaign if you are interested in squeezing out every last drop of traffic. Facebook is also garnering a relatively large percentage of pay per click advertising attention and should be considered. From our experience, PPC advertising on Facebook works well for some campaigns and not so well for others. It depends on what you're advertising.

How long does it take for my account to go live?

That depends on the size of the account. If we are creating a new account for you from scratch and it includes less than 5,000 keywords, we will likely have it up and running in 2 to 3 business days. Larger accounts will depend on their size and complexity, but we will explain all this to you and give you a reasonable expectation on when your account will go live.

How serious is PPC click fraud?

While click fraud is a serious issue the search engines, particularly Google AdWords, have done very well in recent years to limit the amount of click fraud that gets through. In general, click fraud makes up less than 1% of all paid search traffic, and the search engines catch roughly 70% to 80% of that. When a search engine identifies click fraud on your account, you are reimbursed for the amount that was deemed fraudulent.

How are leads or sales tracked?

Leads coming from your PPC accounts are tracked by placing tracking scripts on action pages throughout your website. Action pages are pages on your site which indicate a lead has been generated. Most typically an action page is the "thank you" page a user ends up on after submitting a form requesting more information or completing a sale. Once the user ends up on this page the script is triggered and valuable information is relayed back to the PPC account from which the text ad the user clicked was originated. This information helps us optimize your account by identifying keywords, text ads, landing page and geographic areas that generate positive results.

What should our objective be with PPC?

Online advertising, which includes PPC advertising, can be broken down into two primary categories: direct response and branding. Direct response advertising involves users completing desired actions after clicking through your ad to your website. Most common examples of direct response include signing up for a consultation, requesting a quote, signing up for a newsletter or making a purchase.

Branding involves raising awareness or establishing a visible presence of your company, product, service or cause. The objective of online brand advertising is to have your ads seen by as many people as possible.

Use Old PPC Accounts or Create New PPC Accounts?

Many people are unaware of the advantages of having a pay-per-click account with history, especially Google AdWords. Each Google AdWords account has an account quality score associated with it. You'll never know what your score is, and Google won't tell you. However, one thing we do know is that older accounts tend to have better quality scores. So if you already have an account but are unhappy with the results you've been getting, just tell us. We'll likely work from within your old account to take advantage of its historical quality score but simply create new campaigns from scratch.

PPC Glossary

View our PPC Glossary to learn more about pay per click advertising: PPC Glossary

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