Pay Per Click (PPC) Management
The first task is selecting the proper keywords to target. A keyword list is assembled using all keywords associated with your website as well as derivative phrases that have been used on search engines. The more specific the keyword is the more cost effective the promotion will be. For example, the phrase “bobbie brown lip concealer” is more effective than simply “lip products.” Thus, the more products a store carries, and the more efficient the website is at directing individuals to the page featuring that particular product, the higher the conversion rate will be.
How much are Pay Per Click keywords?
The price you pay for an ad on Yahoo is currently only determined by the price you bid on it. Google is a different story.
Google AdWords 2.6 decides where your ad will be ranked (and what you’ll pay for a click) by the following equation: Your chosen maximum bid cost per click (CPC) multiplied by your ad’s “quality score.” According to Google, a quality score is “determined by the keyword’s clickthrough rate, historical keyword performance, the relevance of the ad text, and other relevancy factors.”
The higher the click through rate the lower you will pay. Also, the history of an Adword account may also lower your cost per click vis a vis a junior account. Thus, if Fruition manages your Adword account you will benefit from substantial yearly advertising expenditures as well as being an Adwords certified member since Google launched Adwords. If you launch an account on your own, you will be junior to every one of your competitors currently advertising online, making your cost per click higher than theirs.
Creating the most relevant ad is typically a semi-autonomous process. Many e-commerce packages now have an Application Protocol Interface (API) allowing automated creation of PPC ads that will appear on Google and Yahoo, if an API is not already available one can be integrated. The purpose of an API is to allow each product to have a unique ad as well as a unique landing page (the page that the visitor first visits after they click on the ad).
The following flow chart is an example of how an ad is automatically created. Using magazines as an example, the variables %%Name%% and %%Price%% are automatically pulled from the e-commerce database. Thus, the price for the Women’s magazine “Cosmopolitan” is $9.99. The PPC ads displayed on the relevant search engine results are automatically updated with the most relevant information on pricing. Furthermore, if the product is out of stock, the ad can be suspended automatically. Likewise, if the price changes, the ad is automatically updated. The result is you do not pay for traffic when the product is unavailable and you can continuously update ads to provide the most relevant information for hundreds of unique products without manually adjusting each ad.
Flow Chart Example of Automatically created Google Adwords for high conversion rates. 
Fruition charges 15% of your total PPC spend for full management and anlysis of your PPC campaigns!
Fruition currently manages over $200,000 per month in online PPC ads on Google, Yahoo!, MSN, MIVA, Looksmart, and Kanoodle.
- 1. Pay per click (PPC) ads on Google, Yahoo, MSN and partner sites.
- 2. Search Engine Optimization (SEO) consisting of adjusting a website’s design, content, and structure to rank higher on search engines for specific words and phrases.
- 3. E-mail marketing consisting of sending e-mail campaigns to in-house lists and third party lists.
- 4. Affiliate programs, which allow third party websites to make a commission on sales referred to your store and
- 5. Viral marketing. Viral marketing is a broad term used to describe promotional strategies used to encourage word of mouth about your website.
