Q&A: Kinsey Street Online Marketing's Robert Coats on Pay Per Click

By Niklas Nordlof on Wednesday, January 21, 2015

Tell me about you and Kinsey Street Online Marketing.

I am the owner of Kinsey Street Online Marketing, a Seattle-area certified Google Partner that provides full-service, pay-per-click campaign management to help businesses, nonprofits, and government organizations make the most of their online advertising campaigns. Because of our work with nonprofits, we are also honored to be one of the few Google Partners recognized as a Google For Nonprofits Featured Provider.

For those who don't know, what's "pay-per-click" (PPC)?

In its simplest terms, it is an advertising medium that allows the advertiser to only pay when a prospect clicks on an ad of the advertiser. Because of this, it can be an extremely effective marketing channel for businesses of all shapes and sizes, since it allows you to put your business in front of the prospect right as they are searching for your products and services.

What type of businesses can benefit from PPC?

Any business that has a product or service where their customers would be searching online for those products and services can benefit from PPC. Not only does this include businesses that sell online, but it also includes brick-and-mortar, mom-and-pop shops and local establishments. This is because, according to Google research, four in five people use search to find local information.

So even if you have a small, local audience that you want to reach, a locally-targeted PPC campaign can be a very effective way to reach them and to get that audience in the doors of your local business.

Is PPC relevant to people with smaller marketing budgets? How much does it cost?

The beauty of pay-per-click advertising is that it can be highly targeted, and you only pay when someone clicks on your ads. This allows you to establish a budget of any size and still obtain relevant traffic that is interested in your product or service.

The key is ensuring that you are targeting your audience accurately to ensure that your budget is spent efficiently. This is true for budgets regardless of size, but especially for smaller budgets.

With budgets of all sizes, but smaller ones in particular, it can be very beneficial to set up ad scheduling so that the ads are only running during certain days and certain hours of the day. This will help to maximize your budget so that you are targeting prospects only during the days and hours that you are most likely to convert them to customers.

Kinsey Street deals a lot with nonprofits. Do you know of any discounts for nonprofits interested in PPC advertising?

Google has a great program for nonprofits called, appropriately enough, Google for Nonprofits. While the program provides many benefits for nonprofits, one of its most popular aspects is the Google Ad Grants program, which provides qualified nonprofits with $10,000 per month in free advertising on Google AdWords.

In addition, those nonprofits that show success in the Ad Grants program are eligible to apply for the GrantsPro edition that provides $40,000 per month in free advertising on Google AdWords.

As a Google For Nonprofits Featured Provider, Kinsey Street provides Google Ad Grants management to nonprofits to help them get the most benefit from this great program, and we do so at a 50% discount from our standard rate.

Okay, I want to use PPC. How do I get started?

First, develop a good understanding of how Google AdWords works. I often say that pay per click is a lot like blackjack; it is easy to put your money down and play a few rounds, but if you are not familiar with all of the nuances of the game, you can end up losing a lot of money in a short amount of time.

There is a wealth of educational materials online, but the best place to start learning about Google AdWords is Google itself, which has a very extensive Help section.

Many businesses find it more beneficial to have their AdWords accounts professionally managed, and there's certainly no shortage of agencies that provide AdWords management as a service. As a business owner you want to make sure that you are hiring an agency that truly is an expert in managing AdWords accounts, and Google has made it easy to identify such agencies with their Google Partners program.

Agencies that have earned the Google Partner badge are companies that excel with Google products. These agencies have shown expertise in Google AdWords and should be a business owner's
first choice when deciding to outsource the management of their AdWords account.

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