Pay-Per-Click Advertising (PPC)

Delivering Better PPC Results With Complete Transparency.

DOM has successfully helped clients in dozens of industries with PPC management for more than a decade. Learn more about how our commitment to growth feeds our desire to deliver exceptional work for our clients.

Get More With Pay-Per-Click Management

Whether you’re struggling to get the results you need from your PPC campaigns, or if you’re relatively new to the search engine marketing scene, our proven process and consistent execution can help.

Does Any of This Sound Familiar?

  • My cost-per-lead is too high, yet I have to keep spending to meet my boss’ targets.
  • The sales team complains our leads aren’t the right people.
  • My campaigns are on auto-pilot and I don’t know what to do.
  • Our franchise locations aren’t all getting the same results and I have to deal with the complaints about not treating everyone equally.
  • PPC is performing okay, but I’m struggling to scale our efforts to drive more sales and meet board expectations.
  • I can generate leads from smaller companies, but am not reaching enterprise-level businesses.
  • My agency doesn’t come to me with ideas—I have to set the strategy by myself.

If any of this sounds familiar, just know that you’re not alone—we solve these problems for our clients day in and day out.

YES! I Want to Get More From PPC!

Why Companies Choose to Work With Us

We talk with many CMOs who can’t wait for their contract to end because PPC agencies tend to lock you in with lengthy commitments regardless of results. Even though our contracts are month-to-month, 85% of our clients stick around for much longer than other agencies’ contract periods. These are just a few reasons why our clients trust us to manage their PPC campaigns.

Higher ROI

Higher ROI

Increased Market Share

Proven Ability to Scale

Ecommerce Sales Growth

Lowered Cost-Per-Conversion

Foreign Market Expansion

Top 200 Premier Google Partner

Custom-Tailored Strategic Planning

Dedicated Account Manager & Additional Support

Your Blueprint for Pay-Per-Click Success

There are no shortcuts or “hacks” to driving success with PPC advertising. We’ve managed PPC campaigns for more than a decade, and it’s taken years to hone our process. We believe it’s important to keep you involved every step of the way and give you full visibility into how we produce results.

  • Shopping campaigns (formerly called PLAs)
  • Landing page creation
  • Retargeting campaigns
  • Video campaigns
1

Discovery & Initial Research

During discovery, our team seeks to gain a clear understanding of your business, your industry, your target customers, and your competitors. In this first phase, our team will define deliverables and align with you on campaign goals and expectations.

2

Strategic Planning

To hold ourselves accountable, we continually build and refine strategic plans to make sure things don’t fall through the cracks. Because we never let anything run on auto-pilot, our planning includes regular testing.

3

Account Builds

With a strategy now in place, our team evaluates how to best optimize the current campaign structure for quick wins, so you don’t have any downtime. During the management of the now-optimized existing structure, we’ll work on building out campaigns for best performance, keeping in mind historical Quality Score factors.

4

Keyword Management

Keywords are a fundamental component of any PPC campaign. We segment keywords thematically to tailor ads and landing page experiences. Management goes beyond the initial research, requiring constant search query analysis for the creation of new keywords, ad groups, and negative keywords. The result is a lean account focused on the best producing keywords.

5

Ad Creation

We write copy that doesn’t just sell—you can trust us to make your brand look good. Our copywriters have years of experience writing specifically for search engines. We’re never satisfied with OK, which is why we’re always testing new ad copy to see what resonates best with your target audience.

6

Audience Layering

By leveraging available data, we adjust bids, budgets, and even ad copy to make PPC a genuinely one-to-one experience. Through audience creation and management, we go beyond just keywords to maximize the return on investment of your ad dollars.

7

Daily Management

If you couldn’t tell, we are not fans of passively letting campaigns run. No matter how well a campaign is doing, we constantly check in to understand how we can make your ad dollars work harder for you. A campaign not watched closely will waste your money, sometimes drastically. Ask us about “DOHA.”

8

Reporting

We provide data and insights on a weekly basis with full transparency. When things are going well, we’ll share why. When performance is down, we don’t sugarcoat the news and provide recommendations on how to right the ship. Your dedicated account manager will discuss findings with you on set calls weekly or at an interval of your choice, looping in other team members and analysts as helpful to the conversation.

9

Additional Services

We are experts in PPC management. As such, we offer additional related services, depending on what your account needs. These services include the following and more:


  • Shopping campaigns (formerly called PLAs)

  • Landing page creation

  • Retargeting campaigns

  • Video campaigns

What People Are Saying

IanLeslie_testimonial

“Being an online ecommerce company, we rely heavily on internet marketing to grow sales. The PPC campaign strategy developed and executed by Direct Online Marketing has resulted in top line profitable growth that we continue to build upon with our on-going relationship.”

- by Ian Leslie, CMO, Industry West
Theresa Smith

“From the beginning DOM was easy to work with and a natural fit to be our preferred internet marketing firm. They established trust with us quickly, generated leads, and gave us the confidence we needed to recommend them to all of our franchisees. We are happy to say, they always deliver great service and stellar results.”

- by Theresa Smith, Director of Marketing, NaturaLawn
steve jones corporate visions

“DOM produces consistent results that meet increasingly ambitious project goals. I first discovered DOM while working for another company and I remembered the excellent work they did. Direct Online Marketing knows what they're doing, evident by the results they produce.”

- by Steve Jones, VP of Marketing, Corporate Visions

FAQs

You have questions and we have answers. We’ve compiled some of the most common questions we get below. If you don’t find answers to yours, give us a jingle.

Does Pay-Per-Click Advertising Really Work?

Absolutely! The reason $92.4 billion was spent on paid search in 2017 worldwide is that advertisers can measure their gains and have seen the positive returns. Although there’s no guarantee that it will work for you. PPC isn’t right for every organization. If you are one of the millions of businesses where PPC is effective, though, be aware there’s no magic bullet or secret trick to making it work. PPC advertising requires a dedicated effort with consistency.

Why Should I Work with a Top 200 Premier Google Partner?

One of the reasons Google Ads (originally known as AdWords) became so popular was that anyone – any agency, business, or person – could sign up for an account. Running campaigns effectively was another matter, so Google started offering certifications to individuals and agencies [link]. Today agencies can get certified as Google Partners, which sounds great, but thousands exist, so quality varies. The next tier is Premier Google Partners. Agencies have to meet more requirements to earn this recognition. Beyond even this level, Google selects about 200 of the best agencies (like your friends at DOM) into its Managed Agency Program. So what does that mean for you?  Among other benefits:

    • You get access to special beta programs before they’re released to the public..and your competition.
    • Agencies receive additional personalized support for strategy and troubleshooting.
    • Google provides special, in-depth product training to agency reps to improve their skills and platform knowledge.

How Do I Set a Pay-Per-Click Ad Budget? How Much Should I Bid?

Sometimes you know exactly what you want to spend on PPC and all your other marketing channels. Other times, you may feel a little lost, whether you have or have not run PPC campaigns previously.

If you have run Google Ads or other PPC campaigns in the past and have good data, determine the number of leads and / or sales you want and back out the math based on prior cost-per-conversion and other key metrics.

If you haven’t run a campaign before or don’t have data you believe in, you can still use a similar process. Create low, high, and middle ranges for key metrics like cost-per-click, conversion rate, and (if doing lead campaigns) offline sales conversion rate. Employ some rough math to create several ranges for cost-per-sale, put in the number of sales desired, and factor in your risk tolerance and profit margin. If you haven’t worked through this process before, working with a PPC agency is your best bet to help you develop your forecasts.

Can You Guarantee Results?

No. As much as we’d like to, we can’t and won’t guarantee results. There are too many variables at play, including ones out of our control. Sometimes things just don’t work out for whatever reason. Having written that, we’ve been running PPC campaigns successfully for many years and have developed a good eye for where we can drive success. And if we don’t think our chances are strong, we’ll tell you we shouldn’t work together.

Bottom line: never trust any agency that guarantees results. Run far, far away.

What Are the Best PPC Ad Platforms?

Google has been the dominant player since shortly after it burst on the scene in 2000. For most countries you target, start with Google Ads. If you’re looking at grabbing more market share, especially in North America, you definitely want to use Bing Ads and may even want to try Yahoo! Gemini. For all, but a handful of countries, Google is #1. Those exceptions include: China (Baidu, Shenma, 360), South Korea (Naver, Daum), Russia (Yandex), and Japan (Yahoo! Japan).

Is Bing Ads Effective?

Although Bing doesn’t have the reach that Google does, we still use Bing Ads for most of our clients targeting the U.S. and Canada. It performs better in some industries than others, so it’s important to check conversion rates. Often our clients will see less competition and lower costs-per-click, though. And for those advertisers who believe their prospects don’t use Bing, keep in mind that Bing Ads serves ads on other search engines and partners like Yahoo! and DuckDuckGo.

Does PPC Work Overseas? If So, How Is It Different Than in the U.S.?

Yes! The good news is that in all but a handful of countries around the world, Google is the #1 player. For the most part, the fundamentals for PPC remain the same in foreign markets. Just be sure to follow exporting best practices. Your success will be improved by understanding individual cultures, using localized translations, and knowing your competition.

If you are interested in targeting countries where Google isn’t the top search engine and you can legally export to those places—China, South Korea, Russia, Japan, and Taiwan—, you can still mostly get some coverage through Google. Just note that China remains the one exception (although that may be changing soon).

If these non-China markets are key to your business, you’ll want to advertise on top platforms like Naver, Yandex, and Yahoo! Japan. And if you’re exploring China, you’ll need a presence on top engines like Baidu, Shenma, and 360.

Which is Better: PPC or Search Engine Optimization?

Not to sound like your attorney, but “it depends.” Each tactic has its pros and cons. For some high-level examples, do you need to drive leads right now? PPC will be the better option. You have more time and are concerned with brand visibility? Choose SEO.

Your decision-making process should be much more involved, taking into consideration your goals, the competitive landscape, budget, timeframe, and intricacies of each tactic. By starting a conversation with us, we’d be pleased to provide a recommendation with your best interest at heart. To get a more in-depth general answer to this question, check out this blog post where we dive into the pros and cons of SEO vs. PPC

Finally, be aware the two tactics complement each other extremely well, so if you have the budget for both, run PPC and SEO. You typically get a 1+1=3, or at least 1+1=2.5 effect.

My Competitor Is Advertising on My Name – Is That Legal?

Yes—it is legal to run advertising on a competitor’s brand name, provided you follow certain rules. If they use your name in the ad copy or make claims about your brand in the ad text, that’s where things can become less clear from a legal standpoint. Google itself won’t allow a competitor to use your name if you have a trademark on it and have filed it with them. To learn more, check out this comprehensive post on advertising on competitor’s names.

How Do I Know If I’m Getting Maximum Value From My Campaigns?

Start by acknowledging your goals. If you’re involved with e-commerce, it’s fairly simple—an understanding of your profit margins and customer lifetime value will tell you where you stand. If you’re running lead generation campaigns, it’s a little more complicated but still achievable. You need to follow leads through your funnel to understand who is moving along and, ultimately, converting.

One caveat on measurement: you need to move beyond last-click attribution. By utilizing other forms of attribution, you get a truer sense of how effectively your PPC campaigns work for you.

Get a free, no-obligation consultation with a digital marketing expert