Pay Per Click FAQ:
1) What is the difference between Paid Search, Pay Per Click, PPC and Sponsored Link advertising?
2) What is the difference between advertising on the Content Network and Search?
3) How do the Search Engines charge me when doing Pay Per Click Advertising?
4) Who sets the price for each keyword?
5) Is pay per click advertising expensive?
6) What is the difference between an Exact match keyword, a phrase match keyword, broad match keyword, and negative keyword?
7) What is the difference between paid search and natural search (SEO)?
8) Should I start with Paid Search or Natural Search?
9) Why should I pay Sweet Spot Marketing to manage my Paid Search account rather than do it myself?
10) I only want to sell my products to consumers or businesses in my region, can I target my ads to only have those people see them?
11) How long will it take to launch my new Pay Per Click Account?
12) How long will it be before I start seeing results?
13) What kind of reporting will I receive?
14) Can I make changes or updates to my account?
15) Can I change my budget at any time?
16) How does the billing work? Do I pay Sweet Spot Marketing or do I pay the Search Engine.
17) Can I cancel at any time or is there a cancellation fee?
18) Do I get to keep my account even if I cancel my services with Sweet Spot Marketing?
19) How do I start doing business with Sweet Spot Marketing?
Frequently Asked Questions:
1) What is the difference between "Paid Search", "Pay Per Click", "PPC" and "Sponsored Link" advertising?
- Nothing, paid search advertising has been called many different names, but all the above is a form of online advertising in which relevant ads appear when a particular keyword or phrase is entered into a search engine. Sweet Spot Marketing will ensure your ads will only appear when someone types in a keyword or phrase that is relevant to your products or services.
2) What is the difference between advertising on the Content Network and Search?
- When you opt in to advertising on the Content Network, your ads will appear on websites that are relevant to your products or services. Sweet Spot Marketing will consult with you in determining which of the many different options to choose from when advertising on the Content Network. We will work with you to choose specific sites that are relevant to your product or service. We can also choose sites based on specific information or even the theme of a web site. When you do Search Advertising, you are advertising directly on a search engine. Sweet Spot Marketing will work with you to come up with a list of relevant keywords or phrases that will trigger your ad to appear.
3) How do the Search Engines charge me when doing Pay Per Click Advertising?
- You are only charged by the Search Engine when someone clicks on your ad and is directed to your website. So if you have set up your account to have your ad appear when someone types in Blue Widgets on a search engine, you will only be charged if that person clicks on your ad and visits your web site. If they do not click on your ad, you will not be charged.
4) Who sets the price for each keyword?
- The price for each keyword is based on supply and demand. The Search Engines will typically start the bidding price at 10 cents per click and competition will raise the price. Example: Company A bids 10 cents for the term blue widgets. Company B then comes in and bids 15 cents. Company C will bid 25 cents. Company A may then raise their bid to 30 cents to rank higher on the page. Typically the higher your bid, the higher your ad will appear. Sweet Spot Marketing will work to create a solid list of quality, relevant keywords that best describe what your product or services provide. Our experience will help you avoid some of the most expensive generic terms and allow you to focus your budget on quality, converting keywords.
5) Is pay per click advertising expensive?
- A poorly managed campaign can be expensive. Paying attention to details is the key thing that Sweet Spot Marketing can do to make your campaign go from expensive to profitable. It is important to know where your money is being spent and determining if you are receiving a positive return on your investment. We will insert conversion tracking code into your site at no cost.
By adding conversion tracking to your site, we will be able to determine which keywords are generating leads/sales and which ones are not. If you have an e-commerce site, it is important to know what your gross margin is for each sale. If we know this information, we can easily multiply the number of sales and the gross margin amounts and then subtract your cost for each keyword. If the ROI is positive, that is a good keyword and you should keep using it. If the ROI is negative, it may be time to re-think how you invest in that keyword. If your site is a lead generation site, it is important to know your close rate and the margin generated by each closed sale. Once you have these factors in place, you can consider your advertising being an investment rather than an expense.
6) What is the difference between an Exact match keyword, a phrase match keyword, broad match keyword, and negative keyword?
- An exact match keyword means that when someone types in a phrase or keyword into a search engine, they have to type in that specific keyword or phrase. Example: Your keyword is blue widget, for your ad to appear, the user must type in blue widget for your ad to appear.
- A phrase match means that when someone types in a phrase or keyword, their search must include the exact keyword but can have descriptors before or after the keyword. Example: Your keyword is blue widget and someone types in blue widget manufacturer, your ad will appear because their search included your core keyword of blue widget. Be careful on phrase and broad match terms as you can have your ads display on terms that you may not want to appear. Example: If someone types in free blue widget, or blue widget free shipping, your ad would appear. If you do not offer free shipping or free widgets, you may have generated a potential click that will not convert for you. You can curb this by using a good list of negative keywords.
- A broad match means that when someone types in a phrase or keyword into a search engine, your ad will appear on similar variations of your keyword. Example: Your keyword is blue widget and someone types in blue widgets, possibly misspells the word or even types in widgets that are blue, your ad would still appear.
- A negative keyword is a type of keyword you can put into your paid search campaign that will tell the search engines not to display your ad. Probably the best example to help explain this is the scenario that you were a retail store that only sold Televisions. Negative keywords that you would consider are TV Installation, Television Remotes, Television Repair, Owners Manual, ect. All of the things that you do not offer that could be related to your existing keywords. Words like Free, or Free Trial are also good negatives to add to any PPC campaign. During our initial conversation, Sweet Spot Marketing will ask the necessary questions to ensure we have the proper match type set up when we create your keywords.
7) What is the difference between paid search and natural search (SEO)?
- Paid search is the process in which you dictate to the search engines which keywords will trigger your ad to appear and you will pay whenever someone clicks on that ad. Natural Search, sometimes call Organic Search or SEO, is a process in which the Search Engines determine which sites appear based on the relevancy of their site and the search term entered by the user. You cannot pay money to the search engines to have your site appear higher in the natural search rankings. If you have any questions, contact a Sweet Spot Marketing professional today at (877)810-1571 and we will be happy to answer any questions you may have.
8) Should I start with Paid Search or Natural Search?
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In most cases, Sweet Spot Marketing will suggest that you start with a Paid Search campaign first. The reason we suggest paid search as a starting point is to allow you to test a large number of keywords and measure the results of those keywords. Once you have good data set on a number of keywords, we can work with you to make good decisions in creating a specific, well targeted SEO project. Many of our competitors do not agree as they tend to focus on natural search due to it being more profitable to them. In paid search, a majority of the dollars go directly to the search engine. Sweet Spot Marketing takes a long term relationship approach and believes in providing you the services that are best for you and not for our bottom line.
9) Why should I pay Sweet Spot Marketing to manage my Paid Search account rather than do it myself?
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Our web site provides plenty of tips and ideas to create a great online advertising campaign, however, it hard to cover everything. Keeping up with the latest changes the search engines are handing out is a full time job unto itself. As we mention on PPC page 1, the best way to maximize your investment is to pay attention to the details and make continual changes and adjustments to your account. We understand that many companies have people wearing multiple hats and this could add yet another hat for someone to wear.
Our fees start at just a few hundred dollars per month and we feel that our pricing model allows you the peace of mind that your online advertising dollars is being well spent. We are one of only 142 Certified Google Adwords Companies in the US and our account management staff has multiple years of experience managing accounts that spend as little as $500 a month all the way up to $100,000 per month.
The bottom line is, Sweet Spot Marketing is easy to work with, has affordable pricing and provides the industry expertise that will maximize your search engine advertising dollars.
10) I only want to sell my products to consumers or businesses in my region, can I target my ads to only have those people see them?
- Yes. The great thing about Paid Search Advertising is you can geo-target your ads so only people in the markets you want to reach will see your ads. If you later decide that you want to expand or contract that area, just give a Sweet Spot Marketing professional a call and we can change that within just a few minutes. It is that easy.
11) How long will it take to launch my new Pay Per Click Account?
- Once we have the initial call with you to determine your goals and objectives, we will have your new Pay Per Click account built and ready for launch within a week.
12) How long will it be before I start seeing results?
- The great thing about paid search is it is immediate. You will startgenerating traffic to your website within a few hours of your new ppc campaign launching.
13) What kind of reporting will I receive?
- Sweet Spot Marketing believes in being completely transparent when it comes to reporting. We will provide you will multiple reports that will break down the amount of money spent on each keyword and if applicable, each campaign. We will also do a ROI analysis that will show you which keywords and campaigns are the most profitable and which ones will need adjustments. Sweet Spot Marketing also provides you a monthly summary report that will detail the changes and updates we have made to your account during the month.
14) Can I make changes or updates to my account?
- Yes, as we are continually working and adjusting your account, we ask that you contact one of our Google Certified Account Managers with any changes or revisions and we will be happy to implement those for you. We always provide our clients with their login and password for their account. This allows you to see everything that is going on with your account and ask questions as to how it is performing.
15) Can I change my budget at any time?
- Yes, like the geo targeting process, we can change your budget on the fly and it can be updated within just a few minutes.
16) How does the billing work? Do I pay Sweet Spot Marketing or do I pay the Search Engine?
- Sweet Spot Marketing can invoice you for your click charges along with our monthly service fees to save you the hassle of keeping up with multiple invoices. We do accept all major credit cards and can extend credit terms for companies that qualify.
17) Can I cancel at any time or is there a cancellation fee?
- You are not held to any long term contracts when working with Sweet Spot Marketing nor will you be charged any kind of cancellation fee. We only ask for a 30 day notice when you decide to terminate your account.
18) Do I get to keep my account even if I cancel my services with Sweet Spot Marketing?
- Yes, in the event you cancel our services, you will still have access and ownership of your online account.
19) How do I start doing business with Sweet Spot Marketing?
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Just give us a call at 877-810-1571 or fill out our quick contact form (top right) and a Sweet Spot Marketing professional will be in touch with you shortly.
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Testimonials |
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"I'm completely blown away at the fast response, quick turnaround and the ease of business that Sweet Spot provides."
"Once again, I am very impressed. I have used multiple PPC firms over the years and Sweet Spot Marketing has produced some of the best progress I have seen."
"The experts at Sweet Spot aren't just a part of my company, they are partners with me, and that is important to me as a small business owner."
"I talked to Sweet Spot, and they recommended a few small changes to my website, within 2 weeks, I saw measurable results, and I knew this was the marketing firm for me."
"Sweet Spot went out of their way to explain Search Engine Optimization so it's not so much of a foreign language to me. I have and would recommend them to any business interested in expanding on the web." "We are totally impressed with Sweet Spot Marketing’s customer service. Our SEM account was set up quickly with measurable results coming in right away. The reports were on time and in a format a “non-tech” person could actually read!" |
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