Click… Convert… Profit

Wouldn’t it be dreamy if you could click your heals three times and have a fabulously profitable PPC campaign…

Dreamy, certainly.
But then if it was that easy - yep - EVERYBODY would do it.

Pay-per-click advertising is without a doubt one of the most targeted forms of advertising…
with the potential for a very healthy ROI for even a small advertiser…
if done well.

That’s something you don’t get from Madison Avenue / Super Bowl style advertising.

Your ads are only shown to people who are actively searching for what you’re offering.
And, you only pay when they choose to take the next step and click on your ad.

The marketplace is very fluid.
You can turn your ads on and off as you please.
You can also change them any time.
And, you can control how much you spend.

Pay-per-click advertising is also very competitive…

• You’re competing with other advertisers (Google’s PPC revenue was nearly $16.5 billion in 2007)
• You’re competing with the huge time investment just to understand and keep up with the rules, trends and nuances
• You’re competing with all the other daily priorities of successfully running your business

Competition = bad because it takes time, work, skill and steadfast perseverance.

Competition = good because it separates the strong from weak. Those with a high ROI campaign that take the lion’s share of the market from those that pay the high tax of mediocrity.

On the face of it, setting up an Adwords account is simple.
You know your business. You can spout a few keywords off the top of your head. Dump them into a campaign. Write a quick little ad and your off and running.

You have no more than 130 characters - including spaces and the display URL - to get the click.
Twelve, maybe 20 words out of the entire English language.

And getting the click isn’t PRECISELY what you want…
The click is an investment.
The conversion is the Return on Investment.

You see Pay-Per-Click is Direct Response advertising.
It can be exactly measured and to be considered successful, MUST cost-justify. That is - every dollar spent must come back with friends…
You use it to get a sale or lead that’s worth more to you than the cost of getting it.

I could put up an ad that says “click here to win $10,000“.
Bet I’d get lots of clicks.
But unless I’m actually giving away $10,000 I wouldn’t get many, if any, leads in exchange.

And I could set my max bid extraordinarily high for all of my keywords to get top ad spots.
Bet I’d get a lot of clicks.
But if I had to spend $50 in clicks to generate $25 in revenue, I wouldn’t be able to stay in business long.

Yes, you do want clicks…
but not indiscriminant clicks.

A well optimized campaign is driven by:

• Performing keywords with optimal bid prices
• Discriminating Ad copy that attracts qualified clickers and discourages unqualified tire kickers
• A highly relevant and engaging landing page that persuades the clicker to take the desired action
• Analytical software that measures the performance of every keyword, every ad and every landing page

I’m Patti Clark - a PPC Pro. This is what I do all day (aside from a short mid-day break to walk my dog) for the client accounts I manage.
I’ve invested thousands of dollars and thousands of hours in tools and ongoing training to stay on top of the changes and trends in Adwords. I have a background in psychology and Direct Response marketing. I know sales copy. I know the sales process. I know pay-per-click.
That knowledge and experience pays off in performance.

Is Your PPC Campaign a COST or a REVENUE GENERATOR?

A campaign that’s not optimized costs you money in multiple ways.
Everyday it can be $18 here, $34 there because your keywords aren’t getting a good click-through-rate.
And another $22 here, $46 there because your click costs are higher than they should be.
And hundreds here, thousands there because you didn’t get the click and you didn’t get the conversion… so you lost the searcher that should have become your customer for life.

You see there’s two parts to developing and maintaining a well optimized PPC campaign… knowing all the nuances, strategies and best practices, AND, tending to it EVERYDAY… testing, tweaking, pruning, expanding.

You may be among the small group of advertisers that knows what to do to increase your PPC campaign profitability…
but do you have the time to do it?
It’s important to the success of your business -
but it’s not YOUR BUSINESS.
It is my business. It’s what I do all day, everyday.

To completely optimize your pay-per-click campaign I:

• Analyze your competition
• Use advanced tools and analysis to compile a relevant keyword list including negative keywords
• Group the keywords tightly
• Write TWO ads for each ad group and continuously split test, checking results daily, leading to superior ads that improve click through rate and lower cost per click
• Track the performance of each keyword and each ad
• Continuously adjust bids for optimal ROI
• Measure landing page conversion
• Use advanced multi-variate testing to improve landing page conversion

When done well, each dollar spent on pay-per-click advertising will return you more than that dollar in additional profit.

It’s that simple.

Only through constant monitoring, testing and continual improvement can you squeeze out the very best from your pay-per-click campaign and dominate your market.

I’m not a big agency with many minions.
I handle client accounts personally.
I also give each client market exclusivity… When you become a client, I will not accept another client that competes with you.

There’s a long, long, long list of things you can and need to do on a daily basis to keep your business healthy.
Let me give you LESS… less to do to get the results you desire.

Client Services and Fees

Pay-Per-Click Management

Fees reflect the amount of time needed to setup, maintain and optimize the account.

The guideline I apply is:
For campaigns spending less than $5,000/month -
$600 setup fee + $300/month
(setup fee includes first 30 days)

For campaigns spending up to $10,000/month -
$1,000 setup fee + $600/month
(setup fee includes first 30 days)

For campaigns spending up to $20,000/month -
$1,500 setup fee + $1,000/month
(setup fee includes first 30 days)

This includes keywords, ad copy and ad split testing, bid optimization and tracking.

Additional services available on a fee basis include:
- Landing Page / Website copy
- Landing Page / Website design
- Multi-variate testing and web page optimization
- Article Marketing
- Blog Marketing
- Customer reactivation campaign

I will not take on any clients who wish to advertise alcohol, drugs, gambling, guns, sexual & adult content, tobacco products, or any other products or services against Google’s Terms of Service.

What to Do Next

I handle your account personally, therefore my schedule limits the number of clients I can service.

The best way to proceed is to use the contact form below or call me (510.282.1795).
Let me know your industry, location and monthly account budget.
We’ll set up a time for a phone conversation to discuss your goals, answer your questions and see if we can work together.
There will be no charge for the call.

Best wishes for your success,
Patti Clark
           

P.S. Because a well run pay-per-click campaign more than pays for itself, the sooner we get going, the sooner you’ll experience growth in your business… without having to do the work.

~~~ Contact Form ~~~

Hi. Kindly use the form below for inquires.
It would be great if you also include your industry, location and monthly account budget.
Thanks much. I’ll reply within one business day.
-Patti

Thanks, and rest assured I will not share, rent, trade or sell your personal information.