Paid Search Engine Marketing Solutions

paid search marketing The Pay per Click (PPC) Campaign Management Services covers the following services and processes:

 

Step 1. The Foundation Phase

This phase is used to analyse your search requirements by asking questions such as:

 

Which qualified end users do you want to target? Traditionally explained by demographic, psychographic, trends, nomenclature, segmentation, habits or personas. What action do you want the end users to perform? How will the success criteria be measured and monitored?

 

Step 2. PPC Keyword Research

Based on your answers and objectives and our experience, we will short-list a list of around 120-375 keywords and keyword phrases.

The initial research creates hundreds of keywords and we systematically drill down to the most efficient keywords after deleting the ones, which are not relevant or cost effective for your PPC Campaign. We then study the optimum bid rate for bidding on these keywords based on various metrics, but not limited to:

conversion rate cost per acquisition cost per lead profit per sale.

 

Step 3. Visitor Conversion Analysis

Based on the objectives of the campaign, finalised keywords and the keyword research we will study the suitability of your site's current web pages to be landing pages for the campaign or/and suggest the creation of customized landing pages. In PPC, landing pages are tremendously important as they are the entry points to your Web site and determine the conversion ratio of a visitor.

The study of various metrics such as the look and feel of the site, competitor advantage, ease of buying, and usability barriers including Information Architecture, need to highlighted.

 

Step 4. Text Ad Copy Creation

After studying the landing pages of your web site we will create specific text ads using the finalised keywords to ensure maximum visibility and click through rate (CTR). We will create customised, attractive ad copy, which increases the probability of a click through from search engine traffic or an XML feed.

 

Step 5. Campaign Setup

We will set up your site's campaign in the following search engines:

Google Adwords Overture (announced to be branded as Yahoo Advertising Solutions June 2005) Sensis (White Pages, Yellow Pages, Where is?)

 

Step 6. Campaign Management

Campaign management essentially involves different steps and analytical techniques:

  • CTR management
  • Bid management
  • A/B split testing
  • Campaign ROI analysis
  • Campaign ads Keyword tweaking and campaign reporting.

The potential audience of the client is psychologically profiled by our experts, for assessing their needs during their online search cycle. This gives us indication of potential low-bid keywords, which continue to address such needs.

 

Our experience ensures that you pay a lower cost per click during the campaign, and that a strategy is executed to ensure all the potential high click through rates. The aim is best summarised as high returns on low-bids. This helps bring down the overall average bid for the campaign.

 

Dedicated account manager and team We will have a dedicated team comprising of an account manager, copywriter and accounts in charge working for your PPC project.

 

Professional ad copy writing for each keyword Our professional search copywriters will write the ad copy of each ad for the campaign after studying the Foundation Phase, PPC keyword research and visitor conversion.

 

Campaign monitoring and tweaking on a pre-determined basis We will monitor and make changes to your campaign specification on a pre-determined basis.

 

Improving your click through rates (CTR)

PayPerClick suggest that certain PPC campaigns can incorporate the Test Learn and Improve process of choice modeling. This will provide you with the opportunity to improve on the CTR and provide an increased return on investment. Whilst traditional testing, commonly referred to as split testing only evaluates:

 

  • Different keyword, same text ads to common landing page.
  • Same keyword, different text ads to same landing page.
  • Same keyword, same text ads to different landing pages.

We are able to incorporate a centralised systematic process of learning based on empirical results. The essential understanding of a multi-variate test and control with experimental design process can be easily mapped to demographic, geo-demographic and behavioural customer data.

 

In summary, the partnership platform we encompass automates complex tasks throughout the Test and Learn process enables you and your agencies to ultimately take control of the Test Learn and Improve process.

 

For more information on how PayPerClick can assist your company in developing a custom  Paid Search Engine Marketing Solution call +61 2 9970 8503 or email contact@payperclick.net.au

Search Engine Marketing Solutions