PPC Search Management

Pay-per-click (PPC) advertising programs offer online advertisers an immediate way to generate qualified web site traffic by buying sponsored links at Yahoo Sponsored Search, Google AdWords, Microsoft adCenter and other 2nd-tier syndicated ad networks. When sponsored links are accepted in the ad networks, they appear on the search result pages of Yahoo!, Google, Windows Live Search and a variety of other syndicated partner search engines.

To get listed in the pay-per-click sponsored listings, advertisers first set up an account at the pay-per-click ad networks. Once an account has been established, advertisers bid against each other through an auction style bidding system for ranking on keyword phrases in the sponsored ad listings. A combination of bid-per-click price and ad click-through rate achieves a certain placement on the search result pages at Yahoo.com, Windows Live Search, Google.com, AOL Search and other syndicated ad network partner sites. Advertisers have a high degree of control over the amount they are willing to bid for each keyword and their position in the listings, although on Google AdWords, Yahoo Sponsored Search and Microsoft adCenter advertisers can't control whether they're in the top positions simply by boosting their payment per click.

Technically, pay-per-click listings or sponsored links are free and advertisers only pay for clicks (visitors) they receive from the search engine listing. The exact position of the sponsored links on the search result page may vary from engine-to-engine. Sometimes they appear above or to the right of the unpaid natural or organic listings, at other times, they appear at the bottom.

Pay-Per-Click (PPC) Management Services

Our pay-per-click management services are more than just a keyword bidding solution. We offer a complete pay-per-click campaign management program, including keyword research, developing and testing of text ads and landing pages, campaign set-up, bid management and ROI tracking, reporting, campaign assessment and recommendations for further improvement. We actively work with our clients to manage their pay-per-click campaigns to ensure they meet their online marketing goals.

Pay-Per-Click Bid Management

The Bid Management and ROI Tracking service covers the set-up and daily management of our basic pay-per-click campaign management offerings. This service includes keyword research, keyword submission, campaign set-up, daily management, and ongoing management.

Keyword Research

Keyword research to establish a list of keyword phrases that are relevant to the advertisers' web site is an important first step in the pay-per-click keyword submission process. When the right keyword phrases are targeted, the visitors who arrive at the web site will be highly qualified and highly motivated to buy or request information.

Pay-Per-Click Keyword Submission

The Google AdWords, Yahoo Sponsored Search and Microsoft adCenter pay-per-click ad networks allow advertisers to define the keywords they want to target, write customized text ads for each keyword or group of keywords, as well as select the web page(s) and/or landing pages they want to direct the traffic to.

Pay-per-click keyword submission includes:

• Account registration and activation
• Keyword research and keyword selection
• Assessment of maximum average bid cost, projected rank position for each selected keyword phrase, estimated monthly number of click-throughs and ad budget
• Determine daily/monthly campaign budget
• Grouping of selected keyword phrases into "themed" ad groups
• Writing unique headlines and ad text for each ad or ad group in accordance to the submission guidelines
• Keyword data and text ad entry
• Optimization and development of special landing pages when required
• Linking ads to relevant web site pages and/or landing pages
• Setting maximum bids for each keyword or keyword group, daily budget amounts, ad run schedule, keyword matching options and ad serving options
• Resolving any problems regarding Google AdWords, Yahoo Sponsored Search and MSN adCenter rejected ads
• Day parting set-up by scheduling what days and times ads will run

Monthly advertising budgets can be fixed for the entire month and will not exceed the allocated amounts.

* The top 10 to 12 Yahoo! ranking positions or entire Yahoo! paid placement listings usually appear in prominent positions on the search result pages at Yahoo!, AltaVista, AllTheWeb and major metacrawlers. Top 10 to 12 Google Adwords ranking positions appear on prominent positions in the search results at Google, AOL Search and others.

Pay-Per-Click Bid Management and ROI Tracking Program

After keyword and ad submission has been completed, the established ad rankings, cost-per-click bids and daily ad budgets must be monitored against competitive bids. The click-to-sale or click-to-lead conversions must be tracked to calculate the return on investment (ROI) for each keyword phrase in the campaign portfolio.

Bid management and ROI tracking monitors daily ad budgets, maximum bid cost, keyword rankings and keyword performance. They have become an essential part of any pay-per-click campaign when using more then 20 keyword phrases.

The Pay-Per-Click Bid Management and ROI Tracking program includes program set-up, monthly bid management and ROI tracking.

Monthly Bid Management and ROI Tracking program includes the following features:

• Entering campaign data and parameters into the bid management program, the installation of URL tracking code and the downloading of initial server log files
• Daily monitoring of keyword bids, keyword rankings and adjustment of bid amounts within pre-set parameters to maintain desired ranking positions
• Ongoing optimization of keyword bids for bid positions that yield the best return on pre-determined business objectives, e.g. Cost per Action (CPA), Profit Margin (PM) and Return on Investment (ROI)
• Daily monitoring of pre-set daily and monthly ad budgets
• Ongoing monitoring of lost impression share
• Campaign maintenance - Access to a senior paid search account manager as needed to discuss recommendations and changes to the keyword set, bid amounts, bid positions, bid rules, ad run schedule, keyword matching options and updates to the daily ad budget
• Improving existing ads to create a better match of keyword to ad header, more compelling ad text and a more coherent call to action
• Campaign review - Monthly ROI Reports via email for monitoring of campaign activity and results, including cost-per-click, number of visitors, leads and sales. Provide client with strategic and tactical guidance for campaign improvements

Contact us or call 1-888-755-5151, ext 17 for more information.

Pay-Per-Click Campaign Management and Analysis

Pay-per-click campaign results must be measured, analyzed, optimized and re-optimized at regular time intervals to achieve the maximum ROI for the online marketing effort. Through our Pay-Per-Click Campaign Management and Analysis service, we help our clients with evaluating and maximizing the performance of their pay-per-click campaigns.

Our Pay-Per-Click Campaign Management and Analysis Program includes:

• Daily monitoring of keyword listings' performance (traffic, sales, cost per acquisition and return on investment numbers), keyword evaluation and adding, removing and reconfiguring of keyword phrases, ad groups and ad copy to grow the total number of productive keyword phrases
• Ongoing keyword research and expansion of the keyword base, including the writing of new ad text
• Periodic campaign structural reorganization by breaking existing ad groups into separate groups, with new ads and different landing pages
• Create and test multiple ads for each keyword or keyword group to improve average click-through rate, raise average position and decrease cost-per-click
• Analyze current landing pages through multivariate testing to improve quality score (Google) and landing page conversion rates
• Incorporate and expand the current campaign with new landing pages as required
• Quarterly evaluation of the competition, keyword fluctuations and forecasting of the upcoming quarter, based upon historical data along with seasonal market considerations
• Click fraud monitoring review and analysis

Contact us or call 1-888-755-5151, ext 17 for more information.

We support sponsored ad placement on:

Contact us or
call 1-888-755-5151, ext 17
for more information.