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> Pay Per Click Marketing
 Your
position on the search results page is controlled by the amount you bid
for any given keyword
Your
listing only appears for search keywords that your customers are likely to
use
You
only pay when potential customers click through to your site
On
complete packages we list you on virtually all of the world's most
important search engines
You
set your maximum bid per click and maximum budget per month
No
minimum monthly spending on clicks
Detailed
Conversion Tracking Statistics Reporting
Digital Storm offers Pay Per Click marketing (also
referred to as just "paid listings") across a wide
spectrum of search engines operating in countries around the globe.
For our clients who elect the broadest possible global reach, we can
distribute their advertising to more than 95% of internet users -
worldwide.
Potential customers, whether using Google in the Netherlands
or the search box on their local ISP service in Osaka, Japan can
be shown a short description of and link to your
website at the top of the search results when they are researching
their travel plans to your area. The customer can read the
short description and then, if interested, "click through"
to visit your site. Unless the customer actually visits your site,
Digital Storm clients pay nothing for the exposure! Your rank
on the paid listings is determined by a bidding process for
individual search terms and you pay only one penny more than the
nearest bid below you.
Though the details of how the system works are quite
intricate and complex, essentially the concept is quite simple. An
example will likely serve to best explain. Say you are a B&B in
Ottawa, Canada looking to target B&B clientele worldwide who
will be visiting your city. For the sake of this example, we'll call
this business Your Ottawa B&B. Digital Storm
Marketing, through it's advertising affiliations with the various search
engines, can place a short description of Your Ottawa B&B
at the top of the search engine results whenever anybody, anywhere
in the world conducts a search on almost any search engine for
the keywords "B&B in Ottawa Canada". Obviously, an
internet user who has typed these keywords or just "Ottawa
Canada B&B" into a search engine is actively looking for
the very product you have to offer and therefore is a very
"high value" target for your marketing dollars. In the
old-world way of marketing you would not
hesitate to hand
this person a very expensive pamphlet or brochure - if it were
possible. Today, given
this exact scenario, Digital Storm can digitally hand them something
much more powerful than a brochure; we can serve them your website -
for a fraction of the price of the thousands of brochures you might
otherwise have to distribute. For no cost at all, we can place a
short description of Your Ottawa B&B at the
top (yes, position #1) of the search results page. If this highly
valuable potential client actually "clicks" on your
listing and visits your site, the cost would be US$0.10 (that's
right 10cents at the time of this writing to be the #1 position for
this term on most search engines worldwide). Let's say you want to
market a little more aggressively and would like to "bid"
on the broader keyword "accommodation in Ottawa Canada".
At the time of this writing, -- the PPC cost is still only 10
cents. Remember, Your Ottawa B&B 's listing is
only shown for keywords which you, in consultation with Digital
Storm, choose. Also, for more competitive markets and keywords,
together we decide the maximum amount you will pay to achieve a
given ranking and your maximum budget per day or per month.
PPC advertising is revolutionary and the most
important and cost-effective marketing tool available to many
businesses today - especially in the tourism and travel industry.
Pioneered by  Overture
(the PPC industry leader that supplies PPC results to more than 75%
of internet users), the concept is that for any given search the
"searcher" is most likely to get what they are looking
for if the websites displayed at the top of the listings are ads paid
for by site owners that are confident enough to
"put their money where their listing is". The searcher
benefits in that they usually get highly relevant results; the
advertiser benefits in that they can inexpensively and quickly get
their site to the top of the search engine results page for the
exact keywords most relevant to their business. Furthermore,
the advertiser pays only for results - when potential customers
actually and by choice visit your website.
Like the "web" itself, the distribution of
PPC advertising is done through a very complex network of affiliates
and partnerships. The actual producers of the service like Overture,
Google, FindWhat and E-Spotting -- all distribution partners of
Digital Storm -- themselves contract out and have their results
distributed by smaller search engines and ISP's throughout the
world. Though you may not have ever even heard of Overture Services,
they actually deliver, through their network, the PPC results to the
vast majority of all internet users worldwide. Digital Storm also
partners with other smaller PPC providers where the cost of clicks
can be as low as $0.01 cent per click. Though these smaller
providers have less overall search volume, the PPC traffic they
drive is just as highly targeted and qualified.
Digital Storm currently delivers targeted PPC adds
using the following providers:
With respect to your PPC campaign, Digital Storm
will work with you to:
-
> analyze your target markets and formulate your
overall keyword and bidding strategy
-
>
implement tactics and strategies including
maximum per click and monthly spending limits
-
>
generate and email detailed reports outlining
the activity and costs for each keyword you bid on
-
>
monitor and analyze results on a weekly,
bi-weekly or monthly basis or as needed
-
>
make recommendations based on our analysis and
your goals as to the "fine tuning" of our tactics
-
>
implement necessary changes as needed
The rest of our "explanation" of how PPC
works can best be delivered by us answering some of the most
frequently asked questions put to us by our clients with regard to
PPC. If you have questions that are not addressed in this PPC FAQ,
please don't hesitate to email
us.
FAQ -- Just click on a question to
jump to the answer.
How
much does Digital Storm charge to set-up PPC advertising campaign?
How
much are the "per click" charges each month?
Are
there some "keywords" I should bid more than the minimum
per click charge?
How
do you know that my competitors or other people won't be
deliberately and fraudulently continuously clicking on my ads and
draining my pocketbook?
How
much does Digital Storm charge to set-up a PPC advertising campaign?
With all of our new PPC only accounts, we
initially recommend our PPC
Starter Package, a narrow campaign (both in terms of bids,
breadth of keywords and global reach). This package includes both
the set-up and $100 worth of pre-paid click charges. We consult
with you, develop and suggest the most important keywords for your
business, set up your account using those terms, then
"go live" and operate the keyword bids throughout the
appropriate markets. After two weeks we analyze the results, give
you detailed reports on your click activity and results and then
consult with you about campaign expansion or maintenance.
Beyond that, all of our services including consulting are at our
hourly rate. The Starter Package is priced at a flat rate of C$250.
Click here for
details.
As you realize the high value for your
PPC
investment or "bang for your buck", you're likely to
want to increase the scope of your campaign, even if it means
reducing spending on other less rewarding advertising costs. All
additional set-up done on expansion is billed at our hourly rate
listed on the Our Rates page.
With only a few hours of additional work we can modify our
"pre-packaged keyword inventory" of hundreds of terms to
suit your business. Many of these terms will have no existing bids
and thus you'll pay the minimum bid amounts (between $0.01 and
$0.10 depending on the search partner).
How
much are the "per click" charges each month?
You
pay only for actual visits to your website and you can set a
monthly or even daily maximum. When those maximums are reached,
your PPC ads are automatically turned off. For example: if
your monthly Pay Per Click budget is $75 and your average bid per
click is .15 cents, Digital Storm could deliver as many as $75
divided by .15 cents = 500 highly targeted visitors to your
website. At that point your paid listings would automatically be
turned off.
Without setting any maximums (i.e.
always displaying your ads for specific keywords), your monthly
click spending varies according to many variables including the
competitiveness and number of the keywords bid upon, the season,
the number of PPC distributors we use and more.
Are
there some "keywords" I should bid more than the minimum
per click charge?
Definitely.
For example, if you are a B&B in Little Rock, Arkansas and a
potential customer has searched the term "b&b Little Rock
Arkansas", the customer in question is a very (very,
very) highly targeted prospect even compared to a search on the
broader term of, say, "Arkansas B&B'. You may want to bid
on both terms, but the former search is a much better (more
valuable) risk. If your B&B is a quality one and reasonably
priced, you don't have to pay for too many clicks before you'll
have made your first PPC sale.
How
do I know that my competitors or others won't be repeatedly clicking
on my ads and draining my pocketbook?
All of our PPC affiliates have very sophisticated
and secret (for security reasons) software that constantly
monitors "click traffic" on their systems. Fraudulent or
"unqualified" clicks are not billed to Digital Storm and
thus not passed on to our clients. Overture, Google, Find-What
and Digital Storm rely on the integrity of our services and
billing to stay in business and are constantly striving to
maintain that integrity.
Still have unanswered questions about PPC?
Just email
them to us and we will gladly reply..
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