Pay Per Click

Google has developed a unique advertising model that has revolutionized the advertising business. Traditional advertising is based on paying for views (the estimate of the number of eyeballs that see an ad). Google’s advertising model is based on how many people actually click on an ad to view it. This is called “pay per click (PPC). There are strategies to manage a PPC advertising campaign in order to minimize "bad" clicks and maximize "good" clicks.

1. Negative Key Words. Your Google AdWord Specialist (GAWS) has done everything possible to only pay for clicks by potential customers vs. anyone who might click on the ad looking for something other than services we offer. For example, someone looking for information on how to cheat on a drug test. One of the tactics is to minimize bad clicks is to list negative key words for every campaign. This will ensure a specific ad will not be displayed for irrelevant searches. Some of these negative key words include the phrases “free”, “online”, “passing a drug test” and “buy a drug testing kit”. Your GAWS will be adding negative keyword continually as we identify which keywords are creating positive outcomes and bringing you customers, and which are generating little or no results.

2. Location Specific. Each ad will only be displayed to customers within your target territory. We have set each target territory at a 10 mile radius from the location of the actual lab in the territory. This will help to ensure that your ad costs are reserved for those who are within your service area. Potential customers that may have a business in your target location but are not actually searching from within your target location will still be able to view your ads, if they put your city name within their search terms.

3. Specific Hours. To avoid spending our budget on clicks after normal business hours we have set ads to only be displayed from 7:00 am to 7:00 pm and turned off at all other hours. We have also set your ads to be turned off on Saturday and Sunday. This should eliminate calls when there is no one in the office to answer the phones. We can adjust this schedule at any time, if we determine that there are “click throughs” when no one is in the office to answer inquiries.

4. Now vs. Later. We have authorized Google to display ads “as soon as possible” instead of displaying them “evenly throughout the day”. We believe that people seek our services in the early morning business hours. This may or may not be may be true. Time will tell. This tactic gives Google the freedom to display as much as they can as soon as they can. This hopefully will bring in those early morning inquiry calls. This can also be changed at any time, if you feel you are getting to many calls at once.

5. Testing Different Versions. We have created two versions of every ad; one ad with a phone number and one without. We will be testing the theory that a potential client sees a phone number within a display ad they will call that number instead of “clicking through”. If this theory validates, we will save money by not paying Google for “click throughs”. To monitor this theory, we have assigned a tracking number to these test ads. This will enable us to track those calling by seeing these ads that have the CallSource phone number in the ad.

During this testing period, your GAWS will continually be modifying our AdWord campaigns, eliminating irrelevant aspects of each campaign, and adding important changes as we see how the market responds. Your GAWS will keep you informed by sending updates on the progress of our campaigns.