Pay Per Click Advertising

Measuring searcher intent, persuading customers to click-through your ads to relevant landing pages with a clear path to a conversion is what PPC marketing is all about. The search phrases a person uses indicate where they are in the purchasing funnel and how interested they are in your products. By matching keywords and bid rates closely to the value that a visitor presents to your business, we are able to effectively manage the search campaigns in the most profitable manner possible, allowing us to scale traffic while increasing conversion rate and ROI.

Our extensive experience in online marketing has taught us that the most effective solution for marketing your business is tailored tightly to your product offering. We pride ourselves in taking an “in-house” approach in getting to know your business which allows us to seek out your target market, structure effective landing pages, build relevant keyword groups and create compelling ad copy. When we pair this in-house approach with an expert perspective, we are able to achieve unmatched results that ensure profitable growth.

Through extensive testing and optimization our paid search process has been perfected over time to provide truly measurable results.

Our Approach

It is extremely important to us that we are able to provide real value to each client we work with. Our business model is built on long lasting partnerships and because of this we initiate each client relationship with an overall feasibility analysis with the goal of determining whether paid search and more importantly our approach will be effective in producing measurable results over time.

Discovery

Once we determine that our services are a match for your business, we move into the discovery phase. Extensive research and analysis are performed with the goal of better understanding your industry, target market, and competitors. Through meeting with key internal business stakeholders, analyzing and comparing competitors’ product/service offerings and search marketing strategies, and researching consumer search behavior, we will put together a strategic plan and road map. This is a crucial first step that will determine and forecast profitability across various market segments as well as supply structure on how we will track performance.

Setup & Implementation

After we have a better understanding of the industry, target market, and competitors, we will customize a setup and implementation strategy, which will allow us to track and optimize the search campaigns adequately. By assigning unique values to various key conversion events throughout the site (such as purchases, subscription sign-ups, newsletter sign-ups, contact us form submissions, key page views etc.) and passing that data back into our management platforms for in-depth analysis and optimization, we will set the groundwork for a customized strategy that truly drives ROI.

Research & Build Out

Based on the key components of the discovery phase, which have identified markets in which we can profitably advertise, we will conduct further research into optimal keywords, bids, ad text and various other campaign settings to use while constructing our initial campaigns. Once these campaigns are fully compiled, we will send them over for final review and approval, and then the campaigns will be launched. Further research and build out activities will be implemented throughout the life-cycle of the paid search accounts based on opportunities that are uncovered by campaign performance data analysis in efforts to further increase ROI and conversion metrics.

Analysis & Optimization

Launching a campaign based on thorough research is only the first step to achieving profitable results. Most of the work in ensuring higher ROI comes after the campaign is active. By analyzing performance data across various account components and optimizing based on what that data suggests, we can continually improve overall performance. Our key optimization strategies focus on the below categories.

• Customized portfolio bid management & budget relocation
• Landing page A/B testing based on user behavior analytics
• Multiple search engines including (Google, Yahoo, Bing, Ask.com)
• Ad copy testing to increase click through rate & conversion rate
• Negative keyword build out to increase ROI & click through rate
• Display / contextual networks (both text and display ads)
• Account organization to increase quality score & decrease cpc rates
• Cross channel optimization with multiple credit attribution
• Day parting / ad scheduling (across days & hours)
• Margin data integration (per product / order)
• Behavioral targeting & re-marketing
• Product extensions & Product ads
• Local & geographical targeting
• Mobile PPC (text & Display)

Reporting & Communication

We compile granular and high-level summary reports on a daily, weekly, and monthly basis. Most of these reports are for internal use by our analyst and account managers, however any and all can be shared with clients. We produce weekly and monthly high-level customized performance and status reports, and review them with clients regularly. In addition, our “in-house” style of management works best when we continually stay up-to-date with other business factors that might affect the online marketing strategy, because of this we are always available to discuss any aspect of the account or just to talk strategy. We also like to schedule regular calls to review action items and high-level performance.

Evaluate & Optimize

This ongoing phase of our process ensures that we are continually taking into consideration client feedback and incorporating it into the global SEM strategy. Additional optimizations are also needed in light of client feedback and to account for any changes in strategy that are needed. Once these changes and optimizations are in place, the process starts over to ensure that we are always pushing the boundaries of effective search marketing.