Traffic Ahead: Pay Per Click Advertising Services

PPC Services Overview

Pay Per Click (PPC) Advertising is now recognized as one of the most efficient ways for businesses to quickly receive targeted, measurable website traffic. After a business launches a Search Engine Optimization (SEO) campaign, there may be a delay in achieving measurable results due to the nature of the Google Search Algorithm. PPC can provide traffic during this interval, and is also capable of supplying an ongoing stream of profitable website visits — even after an SEO campaign has achieved its major goals. With a well-run PPC campaign, your business will start to receive targeted leads the day the campaign is activated, and you will have the ability to control every aspect of the PPC account on a moment-by-moment basis.

While making ads appear on search engines is relatively simple, creating an efficient, measurable, profitable campaign is very difficult in the "New PPC Marketplace", which is driven by highly competitive, professional PPC marketers.

In the new online market, quality scores, A-B ad testing, match types, and conversion-based optimization are for beginners. In most cases, your competition is paying attention to the more comprehensive aspects of PPC, such as Remarketing, PPC dimensions, Ad Extensions, and Experiment Betas. If you’re not doing the same, you not only lack a competitive advantage – you’re working from behind. HTP Company makes sure the basics are in place first, and then uses these advanced, powerful tools to drive your ROI ever higher.


Search Engine Heatmap
How it works:

  1. With your input, we create a list of keywords that is relevant to your business.
  2. HTP Company will then group those keywords into narrow categories and write relevant ads for each category.
  3. Together, we will determine appropriate bid amounts based on your overall budget, with the goal of maximizing relevant traffic and conversions.
  4. HTP Company will consult with you to determine when, where, and how to show your ads.
  5. We then press "start", and you begin to see traffic flow to your website!
These steps represent a highly simplified version of our process, but they are the initial aspects of setting up a profitable PPC campaign. Once you begin PPC management with us, you can expect the following:

HTP Company Pay Per Click Management Process

Phase 1 (Account Setup Phase—Five to Ten Business Days): In Phase 1, we take steps to learn about your product or service in order to create the most efficient PPC campaign possible. We then analyze your goals and determine the best way to achieve them within your budget.

Phase 2 (Initial Account Management Phase—One Month): This phase includes a thorough analysis of the best-performing aspects of the PPC account. Once funds have been reallocated to the most successful campaigns, ad groups, and keywords, we begin the most important part of the phase—A-B ad testing. This process entails creating multiple ads within your account and testing them against each other to discover the advertisements with the highest click-through-rates (CTR) and conversion rates.

Phase 3 (Continuing Management and Maintenance): The effectiveness of a PPC campaign varies significantly over time due to outside factors such as competitors raising or lowering bids, search engine algorithm changes, and changes in customer search habits. For this reason, we offer ongoing account management, which entails continued ROI analysis, bid adjustments, A-B ad testing, and reporting.

Increasing Click-Through-Rates (CTR) and Conversions While Reducing Cost


Conversion Rates
HTP Company Pay Per Click – Basic Best Practices

Campaign and Ad Group Expansion (Note: NOT Budget Expansion)
Many PPC companies pack several product categories into one ad group with the intention of saving time. HTP Company’s best practices require an ad group for each product or service category, which tends to increase the relevance of the ads to the customer’s search query.

A/B Ad Testing
A/B ad testing is crucial to the success of PPC campaigns, and HTP Company takes full advantage of this tool. We have found that other PPC management firms consistently underutilize this process due to its labor-intensive nature, which gives us (and you) a substantial advantage.

A/B Landing Page Testing
HTP Company tests various landing pages within our clients’ sites to find the ones that convert best. Rather than direct ads to the homepage, HTP Company’s best practices require testing "deep" landing pages that are specifically related to the product or service for which the customer is searching.

What Changed to Increase Conversions?


Traffic Increase from SEO Services

Conversion-Based Optimization
Rather than simply test ad effectiveness based on click-through-rate, HTP Company analyzes the effectiveness of the ads based on their ultimate goal — driving conversions.

Keyword Expansion
Most PPC companies tend to overuse broad match keywords because using exact and phrase match keywords takes more time, and more research. HTP Company focuses on these secondary match types as a means to drive clicks at a lower cost.

Negative Keyword Expansion
HTP Company focuses on negative keywords to eliminate irrelevant clicks.

Search Network Analysis
HTP Company tests and analyzes the results obtained through both the Search Networks and Display Networks to determine the optimal mix for the highest return on investment.

Utilization of Advanced Adwords Tools and Betas
HTP Company stays up to date on the most powerful tools that the Adwords Interface and third party software developers have to offer, and uses these tools to increase the efficiency of our clients’ campaigns.


  • PPC Services Overview
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SEO Company and Web Site Marketing