Pay Per Click
Management
Pay Per Click advertising is a key building block in a comprehensive internet marketing strategy. We understand how each business is unique and how their goals need to be customized. We know how to help you cut through noise and zero in on a strategic plan to begin testing on a limited basis and roll out profitable campaigns based on achieved results.
Our Search Marketing experts will develop an individualized Pay-Per-Click program specific to your business requirements. We will work with you to ensure that high quality traffic and optimum conversion rates are then achieved.
There are three stages to the life-cycle of all solid PPC programs:
Stage I - Program Development (typically 90 days)
Stage II - Program Expansion (also roughly 90 days)
Stage III - Program Maturity (ongoing maintenance, fine-tuning and market analysis)
Stage I
The first stage is program development and will last 90 days. During this time period we will meet to establish program goals, do extensive research and build out the first campaigns through Google Adwords.
We will cover these areas:
Competitive research
Initial Keyword research
Cost Analysis
Set up Google Adwords account
Keyword development
Ad creation
Tracking Analytics
Landing Page analysis and testing
Bid Management strategy
Stage II
This second stage of your Pay Per Click program lasts 90 days as well. During this time period we continue to expand and fine tune the initial Google Adwords program and begin testing MSN/Bing adCenter and Yahoo Search Marketing as viable search marketing channels.
There can be dramatic differences in how these two major search engines perform and just because an ad campaign is successful in Google isn't a guarantee that it will be as successful in Bing or Yahoo. It is not uncommon for some subtle and sometimes not so subtle changes are needed in order to maximize these search marketing venues.
We've also found some clients achieve a much stronger ROI on Yahoo or Bing than they do on Google, it really depends on your specific niche and competitive landscape.
Stage III
The third stage of your Pay Per Click program is ongoing. By this point your various search marketing programs should be running smooth but it doesn't mean that work is done. You can never be completely on auto-pilot as your marketplace and the search engines continue to evolve.
For the maintenance stage these are the type of activities that are being done:
Seasonal planning (if applicable)
Competitive analysis
Ad copy testing
Landing page analysis
Keyword optimization (adds and deletes as needed)
Reporting
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