Pay Per Click Management

Fruition manages pay per click campaigns on Google Adwords, Yahoo! (now Bing), and other niche PPC engines. Fruition’s services include optimizing keyword research, existing campaign testing, A/B testing, landing page development, and integration of various analytical tools.

FRUITIONSM Pay Per Click (PPC) Management

Fruition is a Denver PPC Ad Campaign Management firm located in downtown Denver. Fruition manages over $1,000,000 per year in online ads for services companies including LASIK clinics, for business to business companies including the largest marine plywood importer, and various media companies. If you are interested in setting up a PPC campaign management account or would like Fruition to optimize your PPC campaign through please contact us through the form on the below.

Keyword research – Selecting the proper keywords

The first task in any PPC campaign 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?

Yahoo!, Google, MSN, and Findwhat each have a unique pricing model for their respective online ads. The price you pay for an ad on Yahoo is determined by a combination of your bid and ad quality. Your bid is the maximum amount you are willing to pay when your ad is clicked. Ad quality is determined by an ad’s expected performance (based on various relevance factors considered by Yahoo!’s ranking algorithms) and historical performance (click-through rate relative to the ad’s position on the page).

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 click through 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.