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Frequently Asked Questions

1The Basics Of PPC Advertising

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      1.1 How much does it cost-per-click?
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      PPC advertising budgets reflects the needs of the companies they represent. You select the maximum amount you pay for any particular keyword, and thus the total cost of your PPC program. Typically more expensive PPC campaigns involve more popular terms, better positioning and higher frequency of use. Competition for key terms can be intense, with bids ranging from .05 to $19 or more.

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      1.2 I heard that PPC advertising is expensive. How much does a campaign cost?
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      Pay per click campaign budgets reflect the needs and preferences of the company promoting them. Captain Marketing’s experienced PPC analysts can discuss with you the pluses and minuses of various keywords, as well as the options and limitations of particular budgets. Let your analyst know your specific goals for this campaign. Our innovative team will help you find ways to maximize results while paying less than ever for higher placements and greater ad visibility.

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      1.3 Where will my ads appear?
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      Ads, also known as sponsored links-will appear on the search result pages for Google, Yahoo, Bing, AOL, Ask and others. These pages have two kinds of links, the organic results in the main body of the page on the left hand side, and the paid ads (sponsored links) that show up along the top and the right hand side of the page. Organic results are selected by the search engine’s indexing algorithms in response to a query, and are the result of intentional or unintentional search engine optimization (SEO) by a particular website. Paid ads are designated by the PPC campaign manager to appear in response to certain queries by users.

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      1.4 When do i see results?
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      Potentially overnight. After signing up with Captain Marketing, we can have you on page one of the search engines for your designated keywords within 24 hours of your selections being made. However, we recommend taking time to work with your PPC strategist to determine the best terms for your products and services. Therefore, keep in mind that while speed is possible, it’s not always preferable.

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      1.5 How does a PPC campaign works?
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      Your Pay Per Click specialist will help you select a list of keywords that target the desired consumer on search engines like Google, Yahoo and Bing-or on social media platforms like Facebook. These keywords are used with a short but compelling ad to show to users when they search for the relevant term. You pay only when a user clicks on the ad and is sent to your URL. Cost is predetermined based on a “maximum bid” fee structure that fits with your specific budget. Pay Per Click budgets may be as small or large as you like with no possibility of overcharge, making them ideal for those with more rigid budget requirements for their marketing campaigns.

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      1.6 Why do I need a PPC campaign?
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      PPC advertising is the most innovative and precise way to target your desired consumers on the web. With a fee structure that allows you to pay for only the ads that are clicked upon by your desired users, the parameters of the marketplace are determined only by your own preferences and budget. Fast, convenient and with a variety of products available, PPC is a powerful way to sell your products and services to a wider audience online.

2General Questions

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      2.1 How exactly do you “optimize” a campaign? What does that mean?
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      PPC optimization centers around the vital, incremental changes necessary to create a higher return for every dollar spent. In other words, eliciting maximum value for your investment is our goal with any online marketing campaign. Included within optimization are keyword identification and development, ad copy and testing, bid management, data analysis and reporting. Our team will identify and expand on the elements of your PPC campaign that get the best results, while minimizing those components that do not provide sufficient value to justify continuing. Campaign optimization is ongoing and customized to the unique goals of your particular campaign.

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      2.2 What are Captain Marketing’s costs? Do you offer other pricing packages?
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      Captain Marketing PPC management fees are determined by package or even customized budgets as per our customers needs and goals for their campaign. Call us today to discuss your unique requirements for your online marketing program.

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      2.3 What PPC search engines do you work with?
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      Captain Marketing manages extremely successful campaigns for our clients across all the major search engine platforms and social media websites. These sites include Google AdWords, Microsoft AdCenter, Facebook, Twitter and others.

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      2.4 Can I change my Budget? Can i add products or services?
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      Your budget is entirely flexible as per your needs and goals. Discuss the best ways to achieve the results you’re looking for with your Captain Marketing PPC expert. We’ll customize any program we offer to meet your unique needs and requirements.

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      2.5 What reporting does Captain Marketing offer?
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      Captain Marketing provides extensive data and reporting on a monthly basis for our clients. We are also happy to provide additional data as per your needs. Our campaign summaries will detail exactly how your budget was utilized across keywords in your campaign. This report includes impressions, clicks, cost per click, conversions, ROI, revenues generated and other important data.

3Existing Campaign Questions

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      3.1 My campaign works already. What can Captain Marketing do?
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      There are multiple ways that Captain Marketing can improve existing campaigns to elicit even greater value, including expansion of keyword lists and match variations, experimentation with ad copy, improvement of account structure, landing pages, bidding strategy and use of negative keywords. We can also access the Beta features in AdWords and adCenter that aren’t available to the public at large. Captain Marketing approaches every campaign with a variety of tools and technologies that allow us to identify, and improve upon existing PPC programs to maximize ROI.

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      3.2 I tried, and this PPC stuff dosen’t work. What can you guys do differently?
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      PPC has changed over the years from an easy to learn, nearly hobby-level marketing technique to a complex algorithm that requires extensive background knowledge and data analysis. While your experience with PPC may have been unsuccessful, Captain Marketing is getting high dollar returns for clients’ minimal investments in this area. With access to the best information and technology available in the marketplace today, we’re well leveraged to help you get the maximum value for your dollars spent.

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      3.3 What does Captain Marketing do that I can’t do myself?
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      While anyone can open a self service account with GoogleAdWords or Microsoft adCenter within minutes, running a cost effective campaign focused on providing maximum dollar per dollar value is, in contrast, quite difficult. Understanding and utilizing the latest tools and techniques in PPC requires constant attention to data and detail. Our Captain Marketing PPC platform allows us to provide Captain Marketing clients with the state of the art services and granular data unavailable elsewhere. In turn, you are set free from the daily requirements of online marketing-and can run your business without distraction.

4PPC Myths debunked

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      4.1 I know my business; This is the ad copy that sells my product.
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      There are no guarantees that a tagline you’ve used in a direct mail or outdoor campaign translates well into the most effective PPC copy. With only 95 characters of text to pitch a potential customer on a search engine results page, we make no assumptions. Using our extensive background in successful PPC and the extensive testing and data resources we have at our disposal, we’ll figure out which combinations of factors work best for your ad copy optimization.

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      4.2 Captain Marketing should just tell me what I need to spend on my campaign.
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      A PPC advertising strategy provides you with budget flexibility on a daily or monthly basis. We can establish a set overall budget, or focus on the most effective cost per conversion, given the constraint of an upper end cost per conversion that you set. Your choices depend on how fluid your budget will have to be, coupled with your goals for the campaign. Either way, getting you maximum value for every dollar spent is our primary task with PPC.

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      4.3 I know the most important keywords alread; I don’t need this “keyword research.”
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      While some keywords may be obvious, they represent only a fraction of the total keywords necessary to drive desirable traffic to your website. Captain Marketing can identify even thousands of variations for your primary keywords, cost effective terms that will send high converting traffic to your URL. Consider the recent study that revealed that as many as 25% of monthly searches have never been searched before!

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      4.4 It is best to have the #1 ranking for my keywords.
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      Quite simply, this is a common belief…but also a misconception. If you’re interested only in garnering the highest number of clicks, then of course, being #1 would be your goal. However, this placement doesn’t necessarily translate into cost effective conversions. The more you bid, the higher your ranking, and the more clicks you’ll get. Nevertheless, there are inevitably less expensive keywords that will get you more clicks and conversions for less money. Don’t use up your budget to rank #1 for a short period of time, when a lower bid will allow you to receive more traffic for a smaller investment over a longer period of time.

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      4.5 PPC campaigns, if well built, allow you to “set it and forget it.”
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      Nothing could be further from the truth. We find the best practice for maximizing your results is to review data on a daily basis, test frequently and consider other tools at our disposal to increase conversion. From our experience, only consistent, ongoing optimization will assure the highest possible returns on your advertising dollars.

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      4.6 Captain Marketing should be promising positioning, clicks or cost per conversion.
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      As tempting as it is to promise results, there are too many factors out of our control, including the convertibility of your website, marketplace competition, and even the time necessary to get statistically significant data, to allow us to guarantee any campaign metrics. Nevertheless, we provide total transparency at Captain Marketing, a policy that allows you to know exactly how each campaign dollar was spent. Our more than 2,000 clients enjoy significant returns on their online campaigns as a result of our efforts.

GET IN TOUCH

4505 Las Virgenes Rd.
Suite 210
Calabasas, CA 91302 U.S.

888.297.9977

info@captainmarketing.com

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