Paid Search Engine Marketing (SEM) is an advertising model based on the use of search engines and content networks, where a fee is charged only when a user actually clicks on an advertisement to link to a website.
These advertisements are called “sponsored links” or “sponsored ads” and appear next to or above the “natural” or organic results on search engine results pages.
SEM is arguably the single most cost effective new client acquisition strategy available today. The cost per new client is far lower than historical benchmarks for other forms of internet (banner, affiliate, sponsorship) or offline media (television, print, etc.) advertising. That being said – digital marketing investments have increased significantly and the increased competition has pushed up CPC prices significantly over the past 5 years. It is more important now to have a comprehensive paid search marketing strategy that is driven to maximise performance to specific objectives and goals.
PayPerClick offers a full SEM solution and will provide support from campaign strategy, competitor analysis and keyword research, right through to campaign management and reporting.
Paid Search objectives must be clear and unambiguous in order to ensure that campaign success can be monitored against the core business goals. PayPerClick believe objectives should cover the following:
- Increase brand awareness
- Build targeted traffic volumes
- Increase online engagement, leads, sales, enquiries etc
- Build subscribers and ongoing database
- Coordinate with TV and other advertising campaigns
- Improve user website experience through efficient interaction
- Provide accurate lead, sales or engagement tracking.
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 the landing pages for the campaign and/or suggest creation of customised landing pages.
The study of various metrics such as look and feel of site, competitor advantage, ease of buying, and usability barriers including information architecture, are critical to the success of your campaign’s performance.
The initial research creates hundreds of keywords and we systematically drill down to the most efficient keywords after deleting those which are not relevant or cost effective for your PPC campaign.
Negative keywords are a core component of a successful keyword list. By filtering out unwanted impressions, negative keywords can help you reach the most appropriate prospects, reduce your CPC, and increase your Return on Investment (ROI).
Depending on your budget, campaign goals, competition and product, PayPerClick will recommend the relevant campaign types for your objectives that could include but are not limited to:
- AdWords Search
- AdWords Display
- AdWords Remarketing
- YouTube Ads
- Bing Ads
Tracking and Goals
PayPerClick will monitor objectives and provide quantitative data regarding increases to both quality and quantity of visitors to the site. PayPerClick to ensure the campaign is tracking against the pre-determined objectives. This information will also prove invaluable as input to the Natural Search Optimisation project.
PayPerClick provide client results and summary reports on a weekly, monthly or campaign budget basis. The reports include summary of activity, best performing keywords, CTRs, CPCs and traffic analysis using Google Analytics. We monitor and enhance your campaign on an ongoing basis.
Campaign management essentially involves different steps and analytical techniques:
- Campaign ad copy
- CTR management
- Bid management
- Budget and Performance management
- WIPS and Meetings.
Our experience ensures that you pay a lower CPC during the campaign, and that a strategy is executed to ensure potential high CTRs. The aim is best summarised as “high returns on low-bids”. This strategy brings down the overall average bid for the campaign.
PayPerClick customise each solution based on client objectives and budgets. We have tiered pricing for small business to large corporate and tactical campaigns. Our experienced team of SEM professionals will give you fresh insights and opportunities on how to maximise your marketing budgets.
For more information about how PayPerClick can assist your company with Paid Search Engine Marketing, call +61 2 9970 8486 or enquire online.