PPC Program Development
Our Search Marketing experts will develop an individualized Pay-Per-Click program from beginning to end that will drive traffic and maximize profits. We start off with Google Adwords and then depending on your niche will look to expand into MSN/Bing adCenter and then Yahoo! Search. Our goal is to establish a solid baseline with performance benchmarks and a proven profit model in the first 60-90 days.
Our Pay Per Click Program Development engagements all begin the same way, we meet with the business owner or the main stake holders and get a clear understanding of what the challenges and goals are --- eCommerce, lead generation, brand development or traffic growth. We've found this to be the foundation of building a successful partnership. Each customized program includes:
An extensive amount of competitive research -- where do you stand, how strong is your competition and what are the gaps that can be exploited
Initial Keyword research -- discover the keywords or phrases that your potential clients are using to search for your products or services
Cost Analysis -- what are your profit margins (this may vary by product category), traffic estimates, click thru estimates, conversion estimates and most importantly -- what is the target acquisition cost?
Setting up Google, MSN/ Bing and Yahoo search marketing accounts
Keyword development -- here we are looking for thousands of keywords and keyword phrases not just the most popular (and typically most expensive)
Ad creation -- multiple ad versions will be created for testing keywords, categories, possibly brand (depending on company size) and for where in the buying cycle you are targeting
Tracking conversion -- this can be done through several steps including through your analytics package (this is critical)
Landing Page analysis and testing -- and not just to the home page, this will be tested and tweaked as needed to improve bottom line profitability
Bid Management -- critical to the profit of your pay per click program --- bid too high you tend to get tire kickers and waste a lot of advertising expense --- bid too low and you don't generate traffic and sales --- finding the ideal cost and ad position per ad group -- priceless
What About DIY PPC?
Of course you can do this yourself. We've seen plenty of companies attempt this, but usually the focus is way too narrow - very few ads, using highly searched for (and often very expensive) keywords and no deep analysis. You may be able to drive quite a bit of traffic to your site but not increase sales enough to offset the additional expense -- this of course, leads to a terrible ROI.
By casting a wide and deep net we are able to uncover highly converting long tail search terms that when looked at individually may not seem like much but when rolled up together tend to be very powerful. We don't ignore highly trafficked keywords or phrases but we don't fixate on them either. This leads to lower click thru costs, more overall traffic and most importantly acceptable acquisition costs.
You must be completely satisfied with our 90 day search marketing program development. If you are then it is time to move on to Pay-Per-Click Management.
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