Pay Per Click Marketing

Anticipated cost of paid search

- Average cost per click is between $1-$2 - most expensive keywords are $50 or more giant retailers spend up to $50 million/year on PPC - Small businesses spend between $9,000 and $10,000/month

How much is spent annually on PPC today?

about $40 Billion

Why should Carroll Biomedical Choose PPC?

- It is the largest form of digital marketing - Low risk compared to other forms of digital marketing - has the potential to be seen by large audience

Inbox ads (Bad examples of PPC)

- Often sent directly to spam

Display ads (Bad examples of PPC)

- Typically not relevant and get in the way - Less than 10% actually click

Video advertisements (Good examples of PPC)

- Youtube ads cost $.10-$.30 per engagement - Hulu ads cost $20-$40 for every 1000 viewers

Google Search ads (Good examples of PPC)

- cost around $1-$2 per click - companies spend around $10,000 per month on average

Social media ads (Good examples of PPC)

- instagram avg cost is $.70 per click - Twitter avg cost is $.50-$2 per click

Pop-up ads (Bad examples of PPC)

- quickly clicked out of by users - thought of as a scam

Pros

1. Well targeted 2. Immediate results 3. Allows for detail data analytics (enables you to track who clicks and views your websites) 4. Easier to control marketing budget (only pay when someone clicks on an ad)

How it works

1. Companies enter ad auctions to try to buy certain keywords 2. Ads show up at the top of the results when keywords are searched 3. Companies pay a rate for each time someone clicks on their ad

Cons

1. Don't have viral quality to them 2. Not visual (unlike commercials with slogans) 3. Could be expensive in long-term if wrong audience clicks on ad

Benefits

1. Provides fast results 2. Improves brand recognition 3. Tracks successful advertisements 4. Increases sales (conversion rates) 5. Cost efficient 6. Low risk

How CB should implement PPC

1. Set up a website 2. research what words related to company are searched most 3. Buy the ads for these words through the Google Adwords auction system

How it is best utilized

Good for searchers, advertisers, and search engines - price varies for which media site you use

Top PPC companies

JumpFly, Rocket Clicks, Online Marketing Standard, Single Grain

What is it?

a form of digital marketing where search engines like Google and Bing allow advertisers to show ads on their search engine results pages *-companies pay for keywords*