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Multilingual PPC Management


Pay Per Click (PPC) involves bidding on strategically selected keywords so that your company gets prominent placement on search engine results’ pages. Each time a user clicks on your ad, they are taken to the specific page you want to direct them to. I usually only recommend PPC to clients that are unable to attain strong organic rankings.  PPC can serve as an excellent complement to your site in areas you are natural-search challenged.  You pay money (usually somewhere between ten to 45 cents – though sometimes more) for each click.  The amount you pay and Google’s quality score indicate where your add will appear.  If your ad and landing page are of exceptionally high quality you will find your ads above the organic listings.

Why Use Pay Per Click?

Sometime you can not afford to…or simply do not want to wait. Pay per click search engines allow you to list atop search results quickly. This will allow you to:

• Prototype a business idea and test demand before committing to a big investment. 
• Quickly gather feedback on market conditions and gauge demand for your product.
• Split test to a live audience and gather marketing intelligence in real time.
• Complement your organic search efforts especially when your not at the top of the game. 

This marketing technique requires close bid management so that costs are kept in line but it also requires a keyword strategy that can decipher intent.  Searchers use different words based on whether they are browsing or buying.  Buying clicks for browsing searchers can lead to a low ROI.   By targeting searchers when they are more likely to buy makes effective use of a PPC budget.  PPC and landing pages can also provide information about your buyers’ behaviors, using Google Analytics we can see how users use your site, and what sales language they respond to, which helps us optimize your natural rankings and see which words have the best ROI.  Over time, your paid search investment decreases as your organic (SEO) ranking rises. 

I can help provide the following services to support your Pay-Per-Click campaigns.  Some of the services I provide around PPC consulting:

  • Complete Keyword Research Report based on historical clicks, conversion likelihood, and competition
  • Multilingual keyword research 
  • Analysis of all current campaign keywords and add/delete keyword terms by performance. 
  • Grouping of keywords into similar campaigns for more accurate, targeted traffic. 
  • Setup of Budget Optimizer for highest possible conversion within budget. 
  • Updating of all titles, descriptions and URL’s for keyword terms. 
  • Adding Conversion Tracking to campaign (site code inserted).
  • Testing multiple ad copy for each keyword category. Eliminating all non-performing ads.
  • 30 Days tracking and weekly suggestions/meetings for optimal performance.
For additional fees I will setup Google Website Optimizer to enable split testing of different landing page combinations, finding the highest converting combination in the process and supercharging your landing pages for maximum conversion.