Inbound Marketing Strategy



Pay-per-click advertising refers to the ads on the SERP (Search Engine Results Page). If you have ever noticed the advertisements which appear alongside search results on Google and other search engines, you are already familiar with pay-per-click marketing.

Pay-per-click is often referred to as PPC or CPC (Cost-Per-Click). It is a method where you can have your site show up at the top of the search rankings, even before common results such as YouTube videos. Your site shows up when people search for relevant keywords, and you are only charged when people actually click on your ad to go to your site. Since SEO can take longer to see strong results, PPC is one of the quickest ways to have your site seen by your target audience.
PPC advertising is not as simple as paying more money to make your ad appear more often than your competitors, although investment does play a role in placement. There is an actual Ad Auction that takes place where advertisers must bid on the keywords they want to use to display their ads, most times daily. 

The search engines then use automated processes and a quality algorithm to calculate how relevant and valid your ads are for the suggested keywords to determine your placement. The costs of keywords are decided by supply and demand, as well as the industry being advertised. Those with bigger budgets show up more often. Smaller budgets will require strategic ad placement and bidding, geofencing, and other methods to get the most bang out of the budget. Nuclear Networking excels at this balance between cost and results.


Nuclear Networking is not like other digital marketing teams. For example, many PPC management companies don’t take the time and care to learn about your industry, your goals and insights, or your customers. They pick a few keywords that seem related to your website, bid on them, set it, and forget it. They also may rely
on their customer to pick the keywords, without supporting the choice with data, education, or purpose. Leveraging bids to get the best position during optimal times is commonly overlooked as well. This low-effort approach is unfortunately common and produces mediocre results.

Nuclear Networking, however, is vigilant about testing and making real-time changes based on how people actually respond. We find the keywords that other PPC managers miss, which makes them cost-effective and high-performing points-of-entry for your PPC campaign, most often at a lower cost per click. Our skilled PPC team gets to know you, your specific goals, and the habits and preferences of your desired visitors.

At Nuclear Networking, we also use paid advertising as a keyword conversion testing tool. This allows us to buy competitive keywords and see how users respond before investing SEO and copywriting resources into ranking for those same keywords organically. The two strategies, PPC and SEO, work jointly to build a strong online campaign for your brand.

Nuclear Networking is a certified
Google Partner. Google Partners
undergo continuous education and certification processes to ensure we are at the cutting edge of technology and have a solid knowledge of the Google AdWords platform. Nuclear Networking professionals have been tested and approved by Google.

We optimize your campaign based on budget and performance to help you reach your goals. We carefully craft your ad copy within your guidelines and those of Google. Nuclear ads are built to encourage a response or action.
While it’s impossible to promise how many online visitors will click on your ads, fill out online forms, or make purchases, Nuclear Networking brings well-crafted experience to your PPC campaign to set your campaign up for success. We communicate Google’s projections to create the best outcomes.


• Provide campaign structure and feedback regarding what your focus is.
• Supply persona targeting and ideal customer profile information.
• Share brand guidelines around copy and creative.
• Depending on your Nuclear plan, stay actively involved in managing and communicating specials, events, and other things you would like to market.•
Keep us in the loop on relevant keyword ideas.
• Provide creative, copy, video, and more to support future campaign builds.
• Review our efforts, reports, and feedback to ensure positive data is leading to positive business results on fronts we cannot see (like your bank account).


Once your Nuclear PPC campaign launches, we work with you to determine what your ads should say and where they should lead. As your campaign progresses, we continually monitor the results and work to always find the best use of your budget. There is a science to finding the sweet spot between low cost and high results, and Nuclear has years of experience reaching it.


Some of the things included in this Nuclear Networking product (as determined by industry best practices):

• Research launch meeting notes, client folder, and client site

• Review the client’s budget, compare with deliverables checklist to determine what deliverables the client requires

• Create account in AdWords under title of company

• Integrate details (geo preference, budget, run times, etc.)• Build out extensions for future ad groups

• Determine and build out ad verticals

• Keyword research using proposal list with review and additions

• Set up conversions

• Test all phone number and site links

• Request approval for phone number from client for marketing

• Monitoring KPI stats

• Research and pursue new keyword opportunities

• Implement negative keywords that are not relevant or do not perform well


• Access YouTube, manage channel, link AdWords to YouTube

• Access YouTube, manage channel, link AdWords to YouTube

• Create new campaigns for video ads

• Set up criteria, budget, timeline, etc.


• Create spec sheet, including branding guidelines, copy, and info

• Create spec sheet, including branding guidelines, copy, and info

• Design approval process

• Final QC of display

• Ad approval

• Add display ads to retarget or separate display ad group or campaign


• Set up audience

• Set up audience

• Use approved display or text already created for retargeting

• Assign budget, timeline, and launch

• Quality control of entire campaign

• Double check launch date and shut-off dates

• Set up billing with launch