We offer many different types of marketing solutions here at DanMatt Media, but without a doubt one of our most important channels is Pay Per Click (PPC). It’s one of the the only digital solutions that provides immediate results to clients. They can expect phone calls and leads right away, and most other marketing channels cannot make that claim. But Google has very much become a pay-to-play operation, and while organic search (SEO) remains a cost-effective and important channel, the coveted spots at the top of page 1 still belong to the paid search side of things. If you want new business right away, you go with PPC.
Pay Per Click marketing is an especially attractive option for service-based companies. Lawyers, roofers, plumbers, electricians, dentists, and others excel with this type of digital solution, as searchers actively use Google to find their businesses. As such, there is a tremendous amount of traffic and potential new business that is available via paid search. But as the popularity of Pay Per Click has risen, so have the click prices. And that presents a very big challenge for many of our clients.
Let’s face it, even successful and somewhat larger businesses do not have unlimited marketing budgets. There is always a limit to the amount of money that a company is willing to invest in any one marketing channel. For clients in the legal and roofing professions, prices for the most competitive keywords can easily top $100 per click. Even a 5-figure monthly budget can quickly be consumed with click prices at these levels. So what to do?
You need to mitigate these high click prices by creating a robust bid and keyword strategy that takes advantage of a mix of highly-desirable (and expensive) keywords and somewhat less competitive (and cheaper) keywords. You need to create an ad schedule that maximizes traffic at the most important hours and days of the week and forgoes the less important hours and days of the week. And you need to formulate a comprehensive negative keyword strategy to block invalid searches so that your precious marketing budget isn’t eaten-up by searches that will never turn into paying customers. If this sounds too labor-intensive and out of your league, it probably is. But this is precisely why you hire an experienced agency to manage it for you.
If you’re looking for placement at the very top of page 1 of Google, and the immediate leads and phone calls that it provides, you should give our Pay Per Click solution a try. You’ll be happy you did.