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pay per click ads

Pay-per-click ads (PPC) are a great way for you to drive traffic to your website and generate leads as you scale your business.  The way it works is simple: you set a monthly budget, what areas and demographics you want to target, and set your ads loose.  However, as with all things, the reality of managing a paid ad campaign is far more complex.

First and foremost, you’ll need to consider your budget.  The specific market you operate in will often have its own recommended budget range.  The more competitive the market, the higher your budget will need to be.  The reason for this is simple: Google Ads work on an auction basis.  For each keyword searched on Google that you are paying to show for, you’ll enter into an auction with the other competitors in your market.  The more competitors there are, the higher the price of that keyword will be in that auction.  However, it’s important to note that even if you win the auction and your ad is displayed to a user, you aren’t charged for it just yet.  It’s only when a user clicks on your ad that you are charged for what you paid to advertise for that specific keyword; hence, pay-per-click ads.

Winning these auctions doesn’t just come down to who pays the most, however.  Google considers a variety of factors, such as how relevant your ad copy is to the user, the speed of your website, if the content on your landing pages is high-quality and will provide value to the users, and much more.  This is why it pays to have an agency manage your paid ad campaigns for you.


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At Great White Bison, we take your marketing incredibly seriously.  As a business ourselves, we know how important it is to ensure that every dollar you spend to promote your business is invested wisely and not wasted on keywords and demographics that won’t convert into customers.  When you partner with us, here’s what you can expect:

If you’re looking to make your budget for paid ads bring home the biggest return, give us a shout.  We pride ourselves on mastering bidding strategies so that we maximize your visitors and conversions while also being mindful stewards of your advertising budget.  

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