Pay Per Click (PPC) Management

Are you using the right ingredients in your marketing mix recipe? If pay per click (PPC) or paid search is not a major focus of that mix or if your current solution isn’t squeezing every dollar of value from paid search then the answer very well may be “No”. As growth in the pay per click marketplace is expected to reach $15 billion in 2010, what does that mean for you today? What’s your plan for the future of paid search? Will you be positioned to take full advantage of the boom to increase revenues and grow your business? Request a free consultation with one of our account analysts today to find out!

At SEO-Digital Marketing. we have solutions to the challenges you face now and well into the future. With a team of seasoned search marketers we take the guesswork out of paid search with proven methodology, exciting and cutting-edge technology and relationships with Google AdWords, Yahoo! Search Marketing and Microsoft adCenter which are leveraged to benefit our clients.

Our clients are confident in the knowledge they are solidly entrenched in SEO-Digital Marketing paid search methodology, including:

Keyword ResearchAd DevelopmentOptimized Campaign Landing PagePPC Tips

Keyword Research

With a number of resources at our fingertips, keyword research and development is a cornerstone of our Paid Search campaign implementation. Through increasing keyword costs and a saturated marketplace, advertisers much diversify their keyword investments to include all silos of keywords – from broad, popular keywords to long tail phrases. The idea is to unearth value through identifying targeted keywords which indicate a level of motivation commiserate with a specific campaign.

Our team is specifically trained to place heavy emphasis on keywords which are projected to convert into sales, qualified leads, or whatever your goals may be. While we know broad keywords are still very necessary and useful in order to place your company in front of the vast majority of potential customers, our aim is to balance that traffic with deeper groups of keywords which are much more targeted and effective in driving a robust return on your ad spend. No matter your budget, this strategy delivers more bang for your paid search buck.

We exactly identify keywords that will be productive in a holistic paid search marketing campaign? We use a mix of free and paid tools which show keyword inventories and keyword bid trends. Also included in our keyword research is the ability to mine your competitors’ keyword lists which offers more than just more additional keywords. Through this competitive insight, we can determine their strategy and market penetration which is useful when you have specific competitors who you want to outdo in the paid search environment.

Is your keyword list comprehensive? Do you know what your competitor keyword lists look like? Find out more about your own campaigns and request a free paid search analysis today!

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Keyword ResearchAd DevelopmentOptimized Campaign Landing PagePPC Tips

Ad Development

What are you saying to customers when you are placing PPC ads on search engines? Does that message serve to reinforce your total brand positioning? Are you attracting the right kind of visitors with those ads? Ads on popular search engines are often your first impression on a potential customer. These ads deliver an incredible opportunity to control and test your message, attract motivated visitors and filter out unwanted traffic. The challenge is accomplishing all those goals in 70 characters or less. A steady and experienced hand is crucial if advertisers want to achieve their objectives.

With Pay Per Click advertising, the advertiser remains in control of the advertising campaign. He is able to target the audience and to set his own price per click (pay per click). Most PPC Advertising Networks provide the platform to specify the target audience by geographic location and topic or industry. The advertising networks have websites of publishers lined up where those ads will be displayed.

In PPC advertising the advertiser creates his ad and sets a limit per click that he is willing to pay. Most advertising networks provide tools to see how that pay per click limit applies to other advertisers bids for the same audience/industry. This will allow the advertiser to see if his pay per click limit is competitive and if his ad would be shown at all. The advertising networks will display those ads up on top of an ad location that pay most per click. The higher the bid, the better the chances of an ad to be seen.

On the first look PPC advertising sounds expensive. What would happen if you have somebody going rampage and clicking on the advertisers ads repetitive over and over again. Imagine your competition ruining your business by clicking your ads like crazy. In theory this could bump up the bill for the advertiser dramatically. But advertising networks usually have some sort of protection build in to recognize click fraud. That way the advertiser can rest assured that his money is running down the drain on fraudulent incidents. The advertiser also has the opportunity to set a daily budget for his ads. Once the budget has been fully used his ads will no longer be displayed until either the budget is increased or the next day starts. Pay Per Click advertising offers the advertiser the opportunity to advertise to a world wide audience without ever going over his budget, no matter how small the budget is.

Our team is experienced with writing and testing ads in a wide variety of industries. Your paid search campaign will be developed with a comprehensive strategy and meticulously tested throughout the lifespan of our management. This includes emphasizing differentiation and calls to action which is reinforced on your landing pages. When keyword popularity in a given paid search environment very top heavy, it makes small groups of keywords very expensive. Our synergistic effort ties in tight keyword groups, specific ad messaging and compelling landing pages to help advertisers overcome such a competitive marketplace.

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Keyword ResearchAd DevelopmentOptimized Campaign Landing PagePPC Tips

Optimized Campaign Structure

Paid search is the ultimate opportunity for advertisers to reach potential customers who are already asking for their product or service. Too often, mismanaged paid search efforts are a result of poorly organized campaigns. An effective and truly optimized paid search campaign will require the unique ability to generate and manage thousands of goal-oriented keywords.

Without a proven strategy to manage such large keyword lists, they become unwieldy and inhibit decisions with misleading data. We place tightly themed silos of keywords in Ad Groups alongside targeted ads which deliver visitors to highly relevant landing pages. This strategy allows us to optimize groups of keywords in a controlled environment using statistically relevant performance metrics. When the aggregate of keyword groupings can be accurately measured it leads to decisions which are informed and strategies that are molded to focus on keywords which have positive short and long term revenue potential.

While keyword selection is the most important aspect to creating your new search marketing campaign, an effective and efficient campaign structure puts a higher octane into the quality Search engine. If you have the right keywords, they should separate themselves. I let the keywords determine their own groupings because the keywords are more intuitive than your foresight. Even as a professional experienced campaign engineer, I cannot predict the best (in quotes) ad groups and campaign clustering by predetermining them using the cleanest logic. Keeping the ad groups small is another key benefit to my keyword list, coupling an effective mix of minimalist broad match, plentiful phrase match and occasional exact match pairing.

Additionally, it requires expert experience to determine how to effectively protect specific keywords against their spending-monger foes. Breaking up the ad groups into too few campaigns may not allow an even playing field on which terms compete for displays and clicks. On the other hand, breaking up the ad groups into too many campaigns dilutes the collective daily spending cap which effects the campaigns' ability to more fully integrate into the search engine algorithms. This is becoming more and more important to Google's Quality Score as fewer ads are being shown to improve search relevance and Quality Scores handicap smaller companies - campaigns with larger daily caps get more of Google's attention.

Campaigns organized SEO-Digital Marketing Professional achieve a delicate yet symbiotic balance between sniper precision, rapid machine gun fire quantity and canon-like firepower. Each situation on the search engine battlefront calls for a complimentary solution. Unfortunately it may be impossible to determine which to prepare for when all cannot come simultaneously to your aid, however I will present the solution that matches most closely to your anticipated need. Experience in this category will influence the rate at which you pay for your clicks to lower the price per visitor while allowing more traffic to find their way to your online salesman - your website.


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Keyword ResearchAd DevelopmentOptimized Campaign Landing PagePPC Tips

Landing Page Optimization

You’ve researched, chosen and built out your keywords. You’ve built structured campaigns and Ad Groups. You’ve created ads that specifically target your ideal customer and adequately filter out unwanted clicks.

Within the sphere of paid search, keywords and ads are elements which are necessary to begin your campaign. Often, where traffic is being driven and how advertisers are going to engage them once they reach their destination is overlooked. In an age of rising click costs, saturated markets and relevancy scoring, landing pages have never been as critical to PPC success. For example, if you’re sending all that traffic to your home page you’re most likely losing future sales by not more effectively connecting with them. They’ve already provided invaluable insight into their intent with the keyword, ad and other factors. Sending them to your home page is potentially closing the door in the face of future revenue.

We create, deploy and optimize landing pages to ensure you’re successfully monetizing your paid search stream of traffic.

One of the most important online tools that you can establish for your website is a well optimized landing page. A well optimized landing page (or pages) can be the difference in attracting more leads vs. seeing potential leads jump to your competitor’s Business sites. Did you know that an effective landing page can help reduce acquisition costs? We conducted a number of research papers on how users interact with websites. From this knowledge, we have developed successful strategies for clients who are looking for landing page optimization solutions.

As part of the online marketing solutions that SEO-DigitalMarketing provides, we can help you create and test your Website landing pages for your website that allow you to effectively interact with new prospects helping you establish a relationships with potential customers.

• Targeting the right people at the right time
• Applying proper conversion triggers to attract more quality leads
• Saving you time by helping you generate more quality leads on your website.
• Providing an informative and useful page that will entice users to follow through with a conversion such as an information or demo request.
• Testing various calls to action and conversion triggers.
• Experiment with your Registration forms

As part of a landing page optimization solution, SEO-Digital Marketing can leverage our expertise in eye tracking research and test various landing pages with a sample of users who represent your potential prospects. We’ll help you get a better understanding as to why users react the way they do on your existing landing pages and how they may react on a test landing page for your website. Furthermore we can test how users interact with your competition’s landing page to determine what success your competition may be having with their landing pages.

Sound interesting? If you haven’t yet considered a landing page optimization strategy, you may want to contact us to find out a little more about how SEO-Digital Marketing’s landing page optimization strategy can help you improve your online ROI. Whether you need best Professional practice information or simply need consultation on landing page issues, SEO-Digital Marketing will work with you to establish an effective landing page strategy that works for you. If you are looking for more information on landing page optimization solutions or other website usability solutions, contact SEO-Digital Marketing for more information.

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Keyword ResearchAd DevelopmentOptimized Campaign Landing PagePPC Tips

BEST PPC TIPS

Research: We aggressively engage with your team to learn everything about your business – goals, history, position in the marketplace, seasonal trends, etc.

Competitor research is crucial and we examine your competitors’ keywords, ads and landing pages to differentiate your place within the paid search environment.

Development: Based on our research, we develop a holistic strategy which includes keyword list development, ad creation, optimized campaign structure and landing page creation/optimization. Each of these elements is strategically deployed so that during the course of your campaigns we can make informed business decisions.

Testing: The core of any paid search campaign will be its ability and propensity to test. Leveraging the research and development phases of the campaign, testing begins and continues the process of opening up a clear window to the future success of your paid search campaigns.

Optimization: With ongoing testing, your team’s experience facilitates adaptation from daily nimble changes to more comprehensive account transformations during the lifetime of your campaign. Using the campaign goals, performance data and testing results we are able to approach each adjustment as an informed business decision. These decisions can impact everything from keyword bids to keyword inventory to landing page designs to quarterly budgets.

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