Pay-per-Click (PPC) Plan Cox Furniture Company

Introduction

Pay-Per-Click (PPC) refers to an Internet-based advertising model that is used to direct traffic to a company’s website. The advertiser makes a payment to the publisher once the ad is clicked. The publisher, in this case, is the site owner or even a network of websites. Once the PPC campaign of the company adopts the proper design and runs smoothly, the fee charged by the advertiser will be trivial. It means that the firm will be gaining more concerning sales for every click hence the advertiser’s charges won’t have much impact on the reported earnings (Brown, 2014). The assignment will focus on address the PPC campaign for Cox Furniture Company. The same will also describe the three types of searches that will be selected in the PPC plan and best ways to attain these set goals of the campaign. Besides definition of the key terms for the PPC, the assignment will focus on creating 5 ad groups that will entail their purposes and suggestions for headlines. The focus will be creating a good internet-based advertising approach for Cox Furniture Company with the aim of generating high sales for the business   

Description of three types of types of searches in the PPC Plan

 For Cox Company, it will be necessary that it understand the three searches that must be incorporated in the PPC plan. These methods, however, require setting values that are accurate and consistent with the entity’s objectives. The three searches are maximizer, frontrunner, and profiteer. These searches are necessary since they direct massive traffic to a company’s website. The discussion of each search is described below:

1. The Maximizer 

Most businesses in the modern world have fixed budgets for their paid search. Whether 500,000 dollars of 900,000 dollars per month, every company has a fixed amount it allocates for its budget. The goal of the firm, in this case, is to maximize on the budget and get the highest bang for every buck invested in the company. Under this search option, there are two options that an entity can use to maximize the revenue (Brown, 2014). It, however, depends on the landscape of the advertiser competition, the click prices in the company’s niche and query volume. The first option is lowering the costs of the firm. Whenever a near-infinite supply of search query impression exists every month, the company’s strategy is to reduce the cost per click to drive a more click volume to the website of the enterprise’s website. It, therefore, involves utilizing keyword lists refinement as well as lowering the bids while keeping a close eye on the average position if the ads. Cox Furniture Company aims at reducing the costs of running the business and increasing the return. Therefore, the option of lowering costs fits this company since there is an assurance of maximization of its budget.

The second alternative under this search type is increasing the number clicks. If a niche site exists that has a high number of quality scores and impression shares but lacks adequate volume to spend on the budget, then the firm will focus on increasing the traffic sent to the site. It will do this while maintaining the control over click charges. To attain this, it is possible by increasing the bids, expanding on the keyword list, refining ad copy, and improving click via rates. All the listed items can be enhanced to assist the company to reach its budgeted values. For Cox Company, the same can be used to increase an average number of clicks that eventually determines the number of clients at the firm.

2. Frontrunner    

Every brand loves been at the front and center, and no one can blame it since the aim is attracting the attention of many buyers. To become a well-known brand in the market, achieve awareness, name recognition, and well-branded company, the focus is on drawing new customers. In the search world, the best approach to building the brand is by showing up in the top positions of search outcomes. The best way is by buying the top situation of the search results with a high enough maximum CPD bid (Kent, 2013). The approach can be applied by Cox Furniture Company where it pays the highest value than the competitors to allow its name to appear on top after a client searches anything related to furniture products. Being at the frontline adds the company an advantage in that customers gains knowledge about the furniture sold by Cox Company. The same will increase the number of sales.

3. Profiteer 

The aim of any firm is to maximize profits. Profiteer is a paid search strategy that most marketers use with the goal of maximizing profits. It is for this reason that companies sacrifice to spend money with the new search engine to attract new customers (Kent, 2013). The campaigns aim at maximizing the business’s profits and hence no need to worry about budgets as long as profits are maximized. Cox Furniture Company has the objective of maximizing profits hence adopting this method will aid earn maximum profit margin for all its furniture.  

PPC campaign for Cox Furniture Company

Despite the size of the budget, each client should be able to obtain the needed attention at Cox Furniture Company’s website. For the company, it seeks to maximize from these visits. The PPC campaign hence should be averaged at 20%. It means that for every ten visitors to the website, two of them will have an interest in the company’s products and become potential customers. It will hence lead to a great conversion rate (Szetela, 2010). Typically, a conversion rate of 5 to 10% is taken to be great in the case of service based sites as well as for e-Commerce shopping sites. Hence, this price will be great, and Cox Company will have increased number of potential buyers from the selected PPC campaign. 

Definition of terms 

1. Click-through rate

It refers to the ratio of users that click on a given link compared to some total viewers of a page, email, or ad.

2. Cost per click

It is a digital advertising metric that measures the amount that a company should to the advertiser for every click in a PPC campaign.   

3. Average cost per click

It is a measure of the mean amount that is paid for every click in an average perspective whenever individual clicks on the given marketing campaign online 

4. Conversion rate

It refers to the measure of the success of any paid inclusion campaign and is measured by the number of potential visitors that undertake the desired action. The action in most cases is buying the advertised product (Szetela, 2010)

5. Cost per conversion

It is used to calculate how much to bid for a given ad. 

6. Cost per lead

It is a metric used to assess how cost effective the marketing campaigns are regarding generating new leads for the sales team of the company (Szetela, 2010)

7. Cost per acquisition

The cost per acquisition measures the cost per conversion of the advertiser from the beginning to the end. 

Creation of 5 Ad Groups

The following ad groups as they will give trace to the company’s information. For every ad group, the viewers will see something attractive about the enterprise. Since the viewers are interested in varying furniture, some of them will place orders based on what attracts the and as per their budget (Szetela, 2010). The company will benefit in return from increased sales hence maximizing profits after covering the advertiser’s charges

Ad Group 1 Cox Furniture Company  

Keywords     All Furniture Deals

Ad Group 2 Cox Furniture Company  

Keywords   Best Prices for all products

Ad Group 3 Cox Furniture Company  

Keywords   Quality Assurance

Ad Group 4 Cox Furniture Company  

Keywords   12 Month’s Warranty

Ad Group 5 Cox Furniture Company  

Keywords   Free Delivery within CBD 

Implementation of the ads 

The above ads will be placed on Google since the site has the largest number of viewers. Also, most companies put their ads at Google Inc. hence it will be vital for Cox Furniture to use the same website to market its existence and earn many clients (Miller, 2010). For it to track the ad score, the company will have to evaluate the number of customers it gets from the selected marketing approach.

Conclusion

Based on the above Pay-Per-Click plan for Cox Company, it is evident that the strategies set in place will improve the sales level (Szetela, 2010). The strategies in place will help the firm create awareness of its existence through Google as the online advertiser. Even though the cost of advertising is expected to be high, the returns from sales will cover the costs and help Cox Furniture Company maximize the profits. The overall will be a successful PPC campaign that will see the competitive advantage of Cox Company increasing. The market share of the firm will also increase with every additional click at Google Ad bringing an additional client.

References

Top of Form

Brown, B. C. (2014). The ultimate guide to search engine marketing: Pay per click advertising secrets revealed.

Kent, P. (2013). Pay per click search engine marketing for dummies. Hoboken, N.J: John Wiley & Sons.

Miller, M. (2010). Using Google AdWords and AdSense. Indianapolis, Ind: Que Pub.Szetela, D., & Kerschbaum, J. (2010). Pay-per-click search engine marketing: An hour a day. Indianapolis, Ind: Wiley.