Search Engine Marketing (Pay Per Click)
Our PPC search management services are more than just a keyword bidding solution. We offer a complete PPC campaign management program, including campaign strategy, keyword research, developing/testing of text ads and landing pages, campaign set-up, bid management and ROI tracking, reporting, campaign assessment and recommendations for further improvement. We actively work with our clients to manage their pay-per-click campaigns to ensure they meet their online marketing goals.
Keyword Research
Keyword research is performed to establish a list of keyword phrases that are relevant to the advertisers’ product and/or services and is an important first step in the pay-per-click keyword submission process. When the right keyword phrases are targeted the Web users visiting the web site will be highly qualified and highly motivated to buy or request information.
PPC Campaign and Bid Management Set-up
PPC campaign and bid management set-up customers to define the keywords they want to target, write customized text ads for each keyword or group of keywords, as well as select the web page(s) and/or landing page(s) they want to direct the traffic to. PPC campaign and bid management set-up includes the following:
* Account registration and activation
* Installation of URL tracking code for click-to-lead or click-to-sales conversions
* Assessment of maximum average bid cost, projected rank position for each selected keyword phrase, estimated monthly number of click-throughs and ad budget
* Determine daily/monthly campaign budget. Monthly advertising budgets can be fixed for the entire month and will not exceed the allocated amounts
* Grouping of selected keyword phrases into themed ad groups
* Writing unique headlines and ad text for each ad or ad group in accordance to the submission guidelines
* Keyword data and text ad entry
* Linking ads to the relevant web site page(s) and/or landing page(s)
* Setting maximum bids for each keyword or keyword group, daily budget amounts, ad run schedule, keyword matching options and ad serving options
* Day parting set-up by scheduling what days and times ads will run
* Resolving any problems regarding rejected ads
PPC Campaign Management and Analysis
The PPC Campaign Management and Analysis program includes the following features:
* Daily monitoring of keyword performance (traffic, sales, cost per acquisition and return on investment numbers), keyword evaluation and adding, removing and reconfiguring of keyword phrases, ad groups and ad copy to grow the total number of productive keyword phrases on a monthly basis
* Monitoring of pre-set daily and monthly ad budgets
* Ongoing optimizing of keyword bids for bid positions that yield the best return on pre-determined business objectives, e.g. Cost per Acquisition (CPA), Profit Margin (PM) and Return on Investment (ROI)
* Periodic campaign structural reorganization by breaking existing ad groups into separate groups, with new ads and different landing pages
* Create and test multiple ads for each keyword or keyword group to improve average click-through rate, raise average position and decrease cost-per-click
* Ongoing monitoring of lost impression share due to insufficient budget or due to poor Ad Rank (Google AdWords only)
* Incorporate and expand the current campaign with new landing pages as required
* Quarterly evaluation of the competition, keyword fluctuations and forecasting of the upcoming quarter, based upon historical data along with seasonal market considerations
* Telephone consulting as needed to discuss recommendations and changes to the keyword set, bid amounts, bid positions, bid rules, ad run schedule, keyword matching options and changes to the daily ad budget
* Monthly ROI reports via email for monitoring of campaign activity and results, including cost per click (CPC), number of visitors, leads and sales
Please contact us to see how a Search Engine Marketing strategy can increase your bottom line.
