Google Ads Campaign Management

Paid Search campaigns like Google Ads (formerly known as AdWords or PPC  “pay per click” programs) are where we hang our hat. Paid Search’s primary benefit is it’s ability to produce instant results – but it’s a risky endeavor. Your success will be dependent on your ability to outperform your competitors. No one at Google will be monitoring your ads to make sure they are functional and grammatically correct. That responsibility falls onto the lap of the Google Ads Campaign Manager.

We take the time to really drill down and segment the customers that are best for our clients, thus keeping the cost per conversion down.  Google Ads programs really benefit from an involved account manager making frequent analysis and adjustments.

Finding Value in Emerging Platforms

H.I.M. has unique take on Paid Search:  We prefer to innovate and lead the way into new platforms.

The main factor that pushes us into emerging platforms is that most paid search programs (like Google AdWords) are based on a “bidding system.” So, the more people are competing for  a keyword, the higher the price.  There is a famous example of the word “mesothelioma” resulting in a $1600+ per click cost to the winning website due to the high value of mesothelioma lawsuits.

Newer ad platforms have less adopters and ‘aren’t Google’, so they are operating at a disadvantage but ultimately, the competition for clicks outside of Google is less and this keeps the cost per click (and conversion) down, providing a greater ROI (than Google Adwords ak.a Google ‘Pay Per Click’).

Paid Search – The Internet Marketer’s Slot Machine

Lately, through the difficult economical downturn we’ve seen Google Pay Per Click (or Google PPC) bring out the real depraved gambler in some otherwise levelheaded business execs.  Sensing a disappointing month or quarter, a desperate Manager might make the call to “spend $10,000 on PPC” to make up for a shortfall.  One problem with this is that the competition is likely making that same phone call  – driving the cost through of bidding on the targeted keyword terms through the roof.

The real problem is that the person managing the paid search campaign might be “asleep at the wheel” and the company might be bidding on all the wrong terms  – or bidding on all the wrong customers (or even the wrong times).

All marketing investments can be seen as somewhat of a gamble, but Google PPC is like the slot machine – high risk but high payoff.

The difference between Google AdWords and a slot machine is that you can hire someone who’s “really good” at pulling the handle, leading to more wins. To achieve this exact end, our firm uses incredible attention to detail and strategically manipulates every parameter available in the paid search campaign with constant revision. We will literally target the right customer down to the zip code and down to the hour they will see the ad (and browsing history, etc).

We are also really getting some great results from paid search opportunities other than Google PPC.  Contact us to learn more about Facebook, Youtube, and Google alternatives to expensive Pay Per Click.

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