frequently asked questions

Everything you need to know about Pay Per Click Advertising.

Our comprehensive list of FAQs will provide you with answers to all the questions you may have about working with Local Traffic Builder and advertising on Google.

PAY PER CLICK ADVERTISING

TERMINOLOGY

BILLING


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GOOGLE AdWords - AN EXPLANATION
Google AdWords is Google's revolutionary advertising program. Within AdWords, we can create simple, effective ads and display them to people searching online for information or 'keywords' related to your business.

The 'keywords' that are included within your advertising account trigger your advertisement when a searcher visits Google and enters a query related to those keywords — say, 'Baby Announcements'' — The Google Search Engine will display relevant search results, such as links to articles related to 'Baby Announcements'. Through the 'sponsored links' sections (situated both at the top and to the right of search engine results), Google will also display relevant ads that link to online businesses offereing 'Baby Announcements' and any other information deemed relevant to the search.

Once we activate your account with Google, your targeted ads would be eligible to appear. That is, the AdWords system would constantly seek out search queries related to the keywords we've selected in your advertising campaign, then display your ads to highly targeted audiences. In essence, this effectively means that you'll be advertising directly to an audience that is already looking for you.

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IS THE LOCAL TRAFFIC BUILDER PROGRAM EXCLUSIVE?
Just as when you advertise in the Yellow Pages, wedding magazines, and online sites like the knot, you have competition. However you have to look at this program from the view that participating retailers are exposing upscale products that favor the retail environment.

You will get positioning over online sellers, many of which are low end products, including manufacturer-direct web sites, strictly in the geographic area you define.

The more consumers we bring to the retail environment the better it is for all retailers. So having a few retailers from the same area is a good thing as you are collectively creating a retail presence that is absent currently. You will all get your fair share, your listings will be different based on the type of business you are and your marketing message will speak in a way to attract certain customers over any other company.

However, we will not take on more than a few retailers from any given area and factor in the size of the market of that particular area.

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CAN I MANAGE MY OWN ONLINE ADVERTISING DIRECTLY?
Yes you can. However we believe that the services we provide at Local Traffic Builder will pay for themselves. As a business owner, you have more important tasks to attend to than managing search engine accounts and making adjustments to bids on hundreds of search terms. This is a time-consuming and labor-intensive process. We can free up your time so you can concentrate on other areas of your business. At the same time, we will actually reduce your per click costs, which will provide you with a greater return on your investment. Also, you can eliminate or reduce off-line marketing and advertising initiatives like yellow pages, newspaper and magazine ads whose response continues to decline based on the way the new generation seeks out its vendors.

Most importantly, we are professional marketing experts and understand the invitation industry. You benefit from our focused knowledge.

Anyone can create basic Google AdWords PPC campaigns, but it takes a great deal of time and skill to develop and maintain campaigns that are both smart and cost-effective. Local Traffic Builder campaigns have:

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HOW WILL LOCAL TRAFFIC BUILDER MANAGE MY ADVERTISING CAMPAIGNS?
Your dedicated Local Traffic Builder professional will monitor and manage all of your Pay-Per-Click campaigns. Primary services include:

We'll always be thinking on your behalf:

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WHAT IS LOCAL TARGETING?
We have the ability to target your ads to appear only in specific geographic locations. You can choose country-level targeting or narrow your focus to show your ads to people searching for results in an area you define.

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HOW DOES LOCAL TARGETING BENEFIT MY STORE?
When you target regional and local areas, you can reach the prospects who are most appropriate for your business and we can write ads that highlight special promotions or pricing based on geography.

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HOW DOES LOCAL TARGETING WORK?
The AdWords system may analyze a searcher's query (for example "Boston Wedding Invitations") to establish what location that person is searching for. The system may also take note of the person's Internet Protocol (IP) address to see where he or she is searching from.

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WHAT ARE THE BENEFITS OF USING AdWords?

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HOW MUCH WILL USING AdWords COST ME?
The cost of your online advertising ultimately depends on you. We will help you define your goals and apply them to your advertising account. Once set up, you will only pay for clicks on your keyword-targeted AdWords ads. AdWords allows you to control your costs by determining how much you're willing to pay 'per click' and by configuring an appropriate daily budget for spending in your account.

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WHAT DOES AN AD LOOK LIKE?
A typical local AdWords text ad looks like this:


Google Ads generally contain the following five lines:
1) Ad title (25 characters, including spaces): usually written in a way that attracts users who might be interested in your products or services.
2-3) Two description lines (35 characters each, including spaces): These two lines must be used effectively to sell your product / service. These two lines are of upmost importance and should be clear enough to deliver your intent and relevant enough to convince the user to click on your ad and subsequently visit your site.
4) The Display URL (35 characters, including spaces): The last line in the advert, indicating the name of the website the user will visit once they have clicked on your displayed ad.
5) Your city and state appears beneath your ad.

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WHEN DO MY ADS START COSTING ME MONEY?
Once we submit your credit card or debit card information to Google your ads start running on Google and accruing costs almost immediately after you submit your billing information. If you elect to prepay for your AdWords account, your ads start running after you submit your payment information and they receive your first payment.
PLEASE REMEMBER that the fees charged by Google for advertising are separate and in no way connected to the fees charge by Local Traffic Builder.

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DOES GOOGLE IMPOSE ANY QUALIFYING TERMS, SUCH AS CONTRACT LENGTH, MINIMUM SPEND, ETC?
When we sign sign you up for AdWords, there is never a minimum spending commitment; There are no minimum contract requirements or other 'lock-in' rules imposed by Google. There is an activation fee of $5.00 (as mentioned earlier) for all AdWords accounts. Our typical clients spend between $100.00 to $500.00 a month on ads. Remember, there is only a charge if a person clicks on your ad and visits your web site.

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WHERE WILL MY ADS APPEAR?
Google places ads automatically on relevant sites in the growing Google Network. The potential position of your ads is subject to change (as other competitive sites are updated and added and other advertisers' ad campaigns change). As a result, there is no set position that your ad will be shown in.

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WHAT IS SEARCH ENGINE OPTIMIZATION?
Search Engine Optimization (SEO) is a term that gets thrown around a lot these days. Unfortunately, it can take weeks or even months before you notice a difference in the ranking of your website. Then, if you do reach the top, it isn’t too difficult for your competition to knock you right back down again.

"Pay-Per-Click" (PPC) advertising is the only marketing strategy that guarantees you will achieve top-of-page listings when it comes to the search terms used with the major search engines. In addition, it produces immediate results. If you start your campaign at 8am, you may get your first pay per click visitor by 8.05!

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WHAT IS A CLICK?
A Click is determined when a user sees your ad and subsequently clicks on it (leading them to your website).

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WHAT IS A SEARCH IMPRESSSION?
An Impression correlates to the number of times any given keyword is searched for. If 100 people type in the phrase AdWords Management and that particular phrase happens to be in your keyword/phrase list, your add will generate 100 impressions (this information is displayed in your account overview page). You pay nothing when someone sees your ad -- only when they actually click on it!

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WHAT IS A COST PER CLICK (CPC)?
The cost per click (CPC) is the amount you will pay each time a click is made on your ad. We set the maximum CPC you are willing to pay for each individual keyword. We analyze ways to minimum your cost per click for given keywords.

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WHAT DOES PAY PER CLICK MEAN?
The pricing structure used to determine the charge that an advertiser will pay each time a click is recorded on their ads. Local Traffic Builder works to keep your cost per click as low as possible while maximizing the qualified traffic driven to your site's landing page.

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HOW WILL I BE CHARGED FOR THIS SERVICE?
Local Traffic Builder will charge an independent monthly fee when you sign up and register with us. That fee is separate to the amount of money you pay for advertising with Google AdWords.

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HOW DOES GOOGLE BILL ME?
Local Traffic Builder offers a full account set-up service. Once you are set up, Google will bill your credit card directly, not to exceed the maximum monthy spending limit you have defined.

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