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Common Questions About Pay Per Click

Internet Marketing for law firms across the USA

  1. What is paid search advertising?
  2. How does paid search differ from natural search?
  3. Isn't paid search expensive?
  4. Should I start with paid search or natural search?
  5. Why shouldn't my company manage paid search internally?
  6. How long does it take to launch aid search accounts?
  7. How long will it take to receive results?
  8. How many keywords can I bid on?
  9. What about click fraud?
  10. How do you track the results?

1. What is Pay Per Click?

Pay Per Click (PPC), also known as "Sponsored Listings," are a form of Internet advertising that offers advertisers the ability to showcase their Website at the top of the search engines for chosen keyword searches. You only pay when someone actually clicks on your PPC listing and is taken to your Website. In this way, you are in complete control of when and how your listings show up as you choose the keywords and ad copy that makes up your PPC listing, as well as how much you pay for each click. Pay Per Click gives you the control to adjust your campaign quickly and easily so that you can control your return on investment. The major paid search providers are Google, Yahoo and MSN Search.

2. How does paid search differ from natural search?

The primary differences are:

  • Paid search can be launched quickly. Natural search generally takes months to show a return.
  • Paid search gives you more control over your marketing dollars and return on investment
  • Paid search is highly measurable. Tracking results on natural search is more difficult (although not impossible).
  • Paid search can be adapted quickly based on the changing needs of your business

3. Isn't paid search expensive?

If a campaign is poorly managed, paid search can be very expensive. When a campaign is managed properly, it can be a goldmine. The most critical aspect of Paid search is that it be well managed on a consistent basis. Through hands-on daily management, the results of the campaign are tracked and utilized to constantly optimize the campaign, resulting in maximum return on investment.

4. Should I start with paid search or natural search?

We recommend that you start with paid search. This allows you to test a large number of keywords and to measure the results on a keyword by keyword basis. By identifying what keywords are more effective (return on investment) for your business you can use this information to target only highly effective keywords with natural search maximizing your short-term results through PPC. You will not have to worry about whether what your targeting in natural search will work to bring in more business once you actually start seeing those natural results show up on the search engines.

5. Why shouldn't my company manage paid search internally?

It entirely depends on the amount of time you are willing to put into managing an in-house campaign. Most businesses are too busy to worry about learning and managing campaigns. The biggest advantage of having an expert managing the campaign for you is that it can save you time and money. You should consider outsourcing the management of paid search when one or more of the following are true:

  • You have tried paid search and couldn't make it profitable.
  • You don't have the time to effectively manage a campaign on a day-to-day basis
  • You don't have the time to spend on research, testing, and analysis of what is working and what your competitors are doing
  • You don’t want to have to worry about troubleshooting potential issues with search engine representatives
  • You are looking at doing an aggressive large scale campaign in a competitive market

6. How long does it take to launch paid search accounts?

Once we have signed paperwork back from you it will take anywhere from 1-2 business days to get your campaign up and running. 

7. How long will it take to receive results?

Once the accounts are created and activated, you will see traffic to the website within hours, if not minutes. Results tend to ramp up during the life of the campaign as a result of ongoing optimization and adjustment.

8. How many keywords can I bid on?

We advertise on as many keywords as is appropriate for your business and the market you are in. Typically we start out with a larger keyword list (extensively researched), and as the campaign runs we begin to limit the keyword list to keywords that actually translate into a return on investment; thereby, conserving your dollars to what works best for you. However, we are constantly working without clients to update and freshen their keyword list based on what competitors are bidding on and trends in what people are searching.

9. What about click fraud?

Click fraud is a legitimate problem with paid search advertising but is primarily restricted to a particular type of paid advertising called Adsense. Adsense allows you to show someone else's Google ads on your content website, providing you with a residual income. The type of Pay Per Click that we offer to our clients is restricted to showing your ads on the search engine. Although both are called paid search, they are very different. Click fraud is most prevalent on Adsense where the owners of websites were clicking on their own ads in order to get paid by Google.

There is click fraud with the type of Pay Per Click that we offer; however, it is mostly related to competitors clicking on ads. Because of the bad press related to click fraud, the search engines have started really cracking down on click fraud in an effort to not lose advertisers. Because this is such an important issue, we work with the search engines to closely monitor our accounts for any suspicious behavior such as click fraud. If click fraud is suspected, a credit is made to the account by the search engine.

10. How do you track the results?

We utilize the tracking system provided by the search engines as well as Analytics and internal tracking software to help us provide you with the most complete tracking of your campaign’s results. We track everything from the click all the way through to the conversion (phone and or email) submitted by the PPC user through your website. We work with you to ensure that the traffic and leads you are getting from PPC are translating into business for you, as this is the most important goal of your PPC campaign.

For more information about how we can help you grow your law practice, your chiropractic practice or your small business, please submit an online consultation request or call us toll free at 1-877-287-6529.