PPC advertising is one of the most effective ways to kickstart a digital marketing campaign, helping drive quality traffic and leads while organic SEO programs bear fruit. Captivate manages PPC campaigns as part of a holistic digital marketing strategy to help your business jump ahead of the competition.
PPC advertising is a straightforward concept. Through a targeted approach, we place your business in front of users searching for services similar to yours. This means that you can effectively market your goods without wasting budget on pointless marketing strategies that don’t yield concrete results. In other words, imagine you’re selling pizza; we’ll find the hungriest teenagers.
As a business owner, you have a lot of stuff to worry about — least of which is how Google works. Our paid search marketing team is here to help, offering a wealth of experience in dealing with the finicky search platform. We staff Google Ads Certified specialists in tandem with PPC professionals, making us one of the most agile PPC agencies in Atlanta.
We don’t think it’s a stretch to say that, as a local business, your goal is to serve the needs of your community. Paid search marketing provides hyper-local targeting capabilities, allowing advertisers to both serve ads in Google Maps and local 3-pack listings. What that means in English is that not only can you serve your community in real life, but you can become a go-to stop digitally.
Believe it or not, the world is bigger than Google. But we’ve got you covered. Captivate specializes in optimization of Bing PPC ad campaigns on top of our other marketing strategies. Our team understands how to utilize your budget in the most efficient manner in order to place your business in an optimized position in Bing rankings.
Displays ads have been on the Internet since the beginning of time. That’s because they work — but only when done correctly. At Captivate, we know what correct means. Our targeted approach will put your business in front of the most likely people to click. Imagine a billboard advertising a certain brand of steak sauce on the corner next to the local steakhouse.
Just like anything in life, persistence is the key to success. At Captivate, our PPC approach is a smart and ethical strategy that will offer multiple opportunities for potential clients to engage with your content. If at any point a potential customer organically interacts with your site, our re-marketing strategies will target them for future content.
But why do you need this stuff? After all, your business is doing just fine without all this fancy marketing jargon… Right? Wrong. We guarantee there is a tremendous amount of business opportunity that’s being left on the table without smart PPC advertising. That’s why we offer strategic and competitive analyses of your current strategies.
When you work with our paid search agency, we put all of the cards on the table. There are no automated tricks, secret formulas, or proprietary software platforms. We will present you with a complete and honest PPC program that’s backed by proven strategies that work. Unlike some search marketing agencies that staff one PPC specialist to handle all accounts, at Captivate you leverage the expertise of multiple experts who each have specific skill sets in data and analytics, ad creative, PPC management, and account optimization.
Yes, absolutely. One of our favorite things to do is audit Google Ads accounts in an effort to identify bottlenecks, pain points, and opportunities for improvement. Oftentimes we can discover major issues with an account in just a matter of minutes. Because both Google and Bing Ads are fickle platforms that make it easy for uneducated advertisers to burn through their budget, it’s not uncommon for accounts to fail in just the first few weeks after launch. We’re passionate in helping businesses turn things around to confidently justify the cost of PPC.
While the organic search results do get the most clicks, depending on the keyword and users device, the paid search ads can still receive 20-30% of the clicks in a given SERP. This can be more for product keywords or if Google Shopping ads are present. Look at this way — having a PPC ad multiplies the number of listings you can occupy in the search results, helping your site generate more in-market traffic. For branded keywords, there can be reputation management implications or other local businesses targeting your brand name. A site targeting its own brand keywords will often pay just pennies for those clicks, which is often well worth the expense – especially if it means taking ownership of the first few listings a user sees.
Advertisers can determine their daily budgets, so you can essentially spend as much as you’d like. However, it’s important to understand how much it will cost to bid on your target keywords. Google automatically appraises certain keyword themes based on the anticipated conversion value in which those keywords deliver. For lawyers in competitive legal markets like wrongful death, the cost per keyword could be a premium $30 per click. However, an online store selling shirts might only need to bid $0.30 for its target keywords. Conducting preliminary research and understanding the cost implications of certain keywords can help you understand how much budget you’ll want to allocate for paid search marketing.
Atlanta trial lawyer Stephen D. Apolinsky needed Captivate to harness paid search to break through a dense, highly competitive legal landscape.
Captivate built Apolinsky an intuitive broad match bidding strategy, using exhaustive negative keyword research to prevent ads on unwanted queries. This unconventional method lowered CPA by 52%, while increasing search ad conversion by 136%.