You’ve probably seen it only a million times browsing the web: HTTP and HTTPS.

But do you know what it means?

HTTP stands for HyperText Transport Protocol

For the layman, HTTP is a language for information to be passed back and forth between web servers and clients.

When you visit a website, and look at the address in the web browser and it starts with http:// this means that the website is communicating with your browser using an ‘insecure’ language.

As result, it is possible for someone to “eavesdrop” on your computer’s conversation with that website. So, if you fill out a form on the website, someone might see the information you send to that site. Hence why you never want to send sensitive information, like credit cards and passwords, on a HTTP website.

HTTPS is the “Secure” version of HTTP

On the flip side, when a web address begins with https://, or is displayed in green with a padlock symbol, you are on a secure connection. Sensitive information that is sent over HTTPS is encrypted. This means that your computer is talking to the website in a code that no one can eavesdrop on.

Originally, HTTPS was intended for e-commerce websites. But now, HTTPS is becoming the standard for web communications because of its advantages over standard HTTP.

Advantages of HTTPS

Trust

HTTPS notifies users that all data provided from the website they are visiting is trustworthy and has not been altered. Users are starting to get messages from browsers when they visit a web page that is Not-Secure. Sites with HTTPS display a “Secure” message, helping build trust.

Confidentiality

HTTPS confirms that all the activity complete on the website will be encrypted with HTTPS. This also means that the website and activity cannot be visible to someone who is trying to sniff through network traffic.

Protection

HTTPS protects sensitive information. Website users want to be confident that their sensitive information such as credit card or personal information stay secure and do not fall into wrong hands.

Search

Security is a top priority for Google. They invest a lot in making sure that their services use industry-leading security, like strong HTTPS encryption by default. Now, more than ever, they are putting emphasis on HTTPS in the search ranking algorithms.

Convert HTTP to HTTPS

Converting your website from HTTP to HTTPS doesn’t need to be a hassle.

GOGET SECURE by Orpical Group provides professional web security specialists to assist in the HTTP conversion process. This allows business owners to obtain the proper SSL Certificate for their website, and ensure that installation and conversion to HTTPS is done properly and thoroughly.

GOGET SECURE is the only specialized, branded SSL installation service in the world. We have a unique process and proprietary information that enables us to streamline conversions. We do not provide a “quick and dirty” solution. We manually modify your server’s configuration and update old files and URLs.

When you ask a simple question like “how much does pay per click cost,” you’d expect a simple answer.

The reality is this: pay per click costs vary depending on the platform that you choose to advertise on, your industry and target audience, your bidding strategy, and how you choose to develop, manage and optimize your campaign.

To get a better understanding of what pay per click will really cost you and your organization, follow the three step process below:

Estimate your raw advertising costs

Per WordStream, the average cost per click in AdWords across all industries is $2.32 for search and $0.58 for display.

Additional studies found that highly competitive, broad set keywords like insurance, loans, mortgage, and attorney can cost big bucks, all over $45.00 per click.

When it comes to pay per click campaigns on search networks, you can get a general idea of what your keywords will cost pretty easily. Both Google and Bing, for example, provide Keyword Planners that provide useful insights such as volume of searches, competition, and suggested bids. These are helpful for estimating your raw advertising costs so you can properly set a daily, weekly, or monthly budget.

Note: It is not a mandate that you should always use the suggested bids, it is totally your decision to use it or not. If you do not wish for your cost per click to go beyond a certain threshold, you can optimize your bids using your findings from actively running the campaign.

Calculate set-up time and expenses

Do you have an existing website and optimized landing pages geared for conversions?

If not, you have some more work cut out for you, and additional expenses. A website can cost as little as $1000, up to and over $5000 depending on many different factors. Check out our infographic for more info: How much does a website cost?

Have you researched and segmented all of your keywords into hyper-targeted ad groups? Did you write effective copy for your ads to create action? Was conversion tracking set-up properly so you can measure cost per acquisition?

It takes less time to do something right, than it does to explain why you did it wrong.

The costs associated with setting up your pay per click campaign properly are some of the most important.

As the old saying goes: You get what you pay for.

Make sure that your website loads fast. Create focus groups to evaluate your value proposition. Confirm that there are no bugs in your system. Your preceding web development, quality assurance , and campaign setup create the backbone of your pay per click campaigns.

Note: Carry a certain degree of “enough is enough” when it comes to set-up time. Man would have never made it to the moon if the people at NASA did not set a launch date. And there were many follow-up trips to the moon post launch, each with a specific mission geared by knowledge acquired from the past.

Explore pay per click management services

You’re live. Now what?

As we’ve explored in the past, the “set it and forget it” mindset is a dangerous one to carry when it comes to pay per click.

Ultimately, you will need to make a determination of whether or not you are going to manage your pay per click campaigns in-house, or rely on a pay per click management agency or consultant.

Many businesses choose to say yes to less stress and hire an outside pay per click expert. In return, they receive years of experience, creative strategy and insights, access to premium resources, and the sometimes undervalued fresh perspective.

This creates a cost and operations efficiency, which boils down to the one thing that really matters: increased profitability.

Pay per click agencies do more than just help you pick your keywords and watch your spend. They continuously test ads and landing pages, develop new market segment strategies, and provide invaluable consultation. They are supposed to be profitability partners for your organization.

Note: Pay per click agency and consultant rates vary. There are different models including hourly retainers for optimizations, and fixed percentages based on total advertising spend. Make sure you carefully vet your agency or consultant prior to signing a contract that’s hard to squeeze your way out of. Agencies should be flexible. Don’t feel pressured or assume that you need to get locked in to something crazy. The one sole goal of a pay per click agency is to deliver quality leads and a return on your investment. If they are not doing that, then why should you continue to pay for their services?

When it comes to sales, the rule of thumb is close now, not later.

But depending on your product, your sales process may require close hand holding of the potential customer. This often occurs when your product is new, or if you have a lot of competition in your respective market. For those types of scenarios, a free trial can be an awesome tool to shoot you up into the top position of the customer’s buying process.

Here’s the bottom line: Free trials get people drunk. And that’s sometimes good, sometimes bad. There are all kinds of drunks after all…happy ones, angry ones, philosophers, athletes, you name it.

If your product offers real value to the customer, and you’ve done a good job of showcasing that, then a free trial should always lead to a paying customer (happy drunk). The reality, however, is that trial users only convert to a paying customer roughly 15 to 20 percent of the time. Those are the drunks that like beer, but get used to the taste of not having to pay for it.

15-20% conversion is okay, but not great. The good news is that those numbers can easily get better through careful data analysis, customer feedback, and creative strategy.

So in essence, yes–you should offer a free trial–as long as you are committed to understanding your metrics and audience. When executed properly, you not only have a unique opportunity to scale your business, but you also receive previously inaccessible product testing.

And that’s something that I think we can all drink to.