Archive for the Pay Per Click Category

PPC Management Toronto

PPC Management Toronto

PPC Management Toronto

PPC Management Toronto

PPC Management

PPC stands for ‘Pay-Per-Click’ and is often referred to as search engine marketing. PPC marketing can be a great way to find new prospective leads that are searching for your product or service on search engines, but only if you’re doing it right.

What is Google AdWords?

The biggest search engine (and my personal favourite) is the big G… Google. Although you could advertise on other search engines, we will only focus on Google Ads for this article. Google AdWords is a self serve advertising service that places ads on Google search results, display ads on network sites and video ads on

Why you need Expert PPC Management

A lot of small business owners I meet are running their own PPC campaigns and making costly mistakes without realizing it. Targeting the wrong networks, keywords or location settings can really drain your budget and result in a very low ROI. That’s why you need someone knowledgeable and experienced to manage your PPC campaign, someone who can optimize your campaign on an ongoing basis, someone who can lower your CPC (cost per click) and increase your conversions.

Did you know that the first position ad gets the most conversions?

Check out this screenshot from one of my client’s campaigns…

PPC Campaign Screenshot

PPC Campaign Screenshot. Over 4k impressions and the average position was 1.

What is Quality Score and is it important?

PPC Management Toronto

Screenshot of one of my client’s quality score on Google AdWords


Every keyword in an ad campaign that you run on Google has a quality score of 0 to 10. If your quality score is 0 then you may have some issues and are probably paying a lot more per click than your competitors. If your quality score is 7, 8, 9 or 10, this means that your ads are relevant and you are probably paying less than your competition. Quality score doesn’t only effect the cost per click, it also plays a factor on how high up your ad is shown. Having a very high quality score increases your chances of getting that number one ad position. From my experience, the first ad position gets the highest conversion rate.

In short, YES. Quality score is very important. Quickly check your quality score of all your campaigns using the Google AdWords App:

Quality score is broken down into three components:

  • Expected Click Through Rate
  • Ad Relevance
  • Landing Page Experience

Expected Click Through Rate

Click through rate is how often your ad is clicked divided by how many times it showed up (impressions). So for example, let’s say your ad showed up 100 times and you got one person who clicked. That means your click through rate is 1%. Google uses ‘expected click through rate’ as a factor because it proves that your ad is relevant and the copy is good enough to get clicks.

Ad Relevance

Another factor for AdWords is your ad relevance. Google only wants to show relevant ads on the top of search engines so make sure your ad is super relevant to the keyword you are targeting. Here is how I usually start. Let’s say I am targeting the keyword ‘Airport Limo Toronto’. I would want my ad title to have this keyword, I would add this keyword to ad description and I would also make a landing page called ‘Airport Limo Toronto’.  This brings us to the next point…

Landing Page Experience

Make a landing page specifically for your ad campaign, the biggest mistake I see people doing is sending people to their homepage when they click on your ad. The landing page should also have the following:

  • SEO optimized title tags and copy
  • Pictures and or video
  • Contact form or phone number
  • Quick loading time

Have questions regarding your Google AdWords campaign or quality score? Contact me for a free assessment at