Pay-Per-Click Advertising (PPC) Philosophy

ROI-SEO is committed to prioritizing your ROI above all other factors. Some companies may try to impress you by promising that they will always make sure your pay-per-click ads appear in the top positions. In fact, that is very easy to do…and quite wasteful and ineffective.

The top ad position will definitely get the most click-throughs. However, the cost per click (CPC) may be too high to produce a positive ROI based on the typical conversion rate and the actual value of a conversion.

Furthermore, the top position is significantly more prone to click fraud and compulsive clicking behavior. Statistically, the highest ROI is typically achieved with an ad in position 3-5.

It's not the raw number of click-throughs that is important, it is the ratio of actual revenue to the cost of all the clicks. Compulsive clickers, bored looky loos and fraudulent clicks cost you money without any benefit.

Another key factor in controlling costs and increasing ROI is careful targeting of buyers who are truly interested in your product or service and ready to buy. Your ad copy needs to discourage clicks from people who actually have no interest in what you offer! Furthermore, your ad copy and your keywords should be skillfully targeted to appeal primarily to people who are ready to buy now rather than those who are only window shopping.

Web analytics and ROI tracking software provides the numerical performance statistics that drive our choice of strategies. Skilled interpretation of performance data is the first step. The success of your PPC campaign requires brilliance in the art of persuasion and dedication to improving your bottom line. That's what ROI-SEO is all about.

Learn more about our strategy for pay-per-click advertising.