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SearchAdNetwork's team of experienced account managers coupled with leading bid management and optimization technology provides robust PPC management.
PPC management, also known as paid search is the process of guaranteeing that listings appear in response to particular search terms, typically obtaining higher ranking by bidding more than other advertisers. Pay per click search engines often operate in an auction setting where each keyword is available to any advertiser willing to bid on it. Google, Yahoo!, MSN and Ask are the leading pay per click search engines; additionally, there are countless secondary and niche search engines.
Successful PPC management campaigns require a number of stages and strategies:
Landing Page Analysis
The PPC management process begins with a review or research into the landing page(s). The landing page is the first page reached by users after clicking on the search engine text ad. This is the first opportunity to present your product or service to the user—it is your virtual shop window. Research suggests that the advertiser has less than eight seconds to grab a user's attention. The more relevant the landing page is to the keyword phrase the higher possibility of conversion. The account team assigned to your PPC management campaign reviews and revises your existing landing page(s) or works with your in-house team to identify and select the best possible landing page on a keyword-by-keyword basis.
Keyword Research & Development
Keyword research and development for your PPC management begins with the landing page. Your account team extrapolates all relevant core keywords and phrases from your landing pages, as well as marketing themes you are trying to communicate. Using in-house and third-party research software, your team expands these keyword phrases and themes to include negative-match phrases, long-tail keywords, misspellings and related terms. Keywords are grouped for tracking and reporting purposes. If there is a local or geographic component to the product offering, keywords are geo-modified with relevant city, county or state terms.
Custom Copywriting
The text ad that appears in the search results is critical to the success of the PPC management campaign. The ad text must be relevant to the search query in order to garner a high click through rate (CTR). Additionally, a strong call to action is recommended, pre-qualifying the user to complete the desired action on your site. The account team assigned to your campaign begins by customizing the ad copy for each keyword category. Once impression data becomes available, your account team then writes individual copy for the high volume search terms. Typically, your account team tests a minimum of three copy variations.
Competitive Analysis
Using third-party software, we are able to identify search terms that are driving traffic to your competitor's sites. The account team utilizes this data to further enhance the keyword development and provide a powerful competitive advantage for your PPC management campaign.
Distribution
Google, Yahoo!, MSN and Ask are the recommended engines for launching any PPC management campaign. Depending on the product and geographical component, we could potentially expand to Business.com, Superpages.com, comparison shopping engines and/or Tier B search engines. SearchAdNetwork has experience with every potential paid search outlet in the industry and continually looks to increase distribution to quality traffic providers.
Bid Management Optimization Technology
The first step to successful optimization is identifying success metrics for the PPC management campaign. Whether a return on ad spend (ROAS), cost per acquisition (CPA), cost per lead (CPL) or other element, the campaign success metric is the basis for successful optimization. SearchAdNetwork matches API data from each search engine with conversion data from Media Agent our propietary tracking techonology. The account team uses this actionable data to optimize bid price and position by keyword and search engine. SearchAdNetwork's technology allows measurement of multiple success metrics-when your customers make a purchase or sign up for a newsletter, our system measures these actions.
Reporting
All clients have 24/7 access to Media Agent, which couples search engine API data with our conversion tracking data, allowing you to view keyword- and search engine-level data in one all-inclusive interface. These reports can be emailed to you on a daily, weekly or monthly basis. Additionally, weekly or bi-monthly meetings with the campaign team are available to review current strategies and campaign success. You can literally see your PPC management campaign working for you!
