Paid Search

Sponsored listings (also called Pay Per Click or PPC) listings enable much more control and the ability for a site to immediately generate traffic.  Each PPC listing is an advertisement on the search engines directly tied to a users query.  Advertisers pay for each click generated and can determine the listing’s ranking and content as well as how often and when it is displayed.

a. Keyword selection and grouping

Keyphrase analysis and selection are core to success in SEM. Identifying relevant key phrases for your marketplace is crucial starting point in properly targeting your audience and maintaining a strong Return on Advertising Spend.

• Segmenting keywords into buckets tied to specific Corporate, Dealer or product groups
• Centralize keyword management and create business rules to ensure that there are no internal keyword conflicts
• Map keywords to decision makers, personas and stages within the buying cycle

b. Account creation and campaign structure

Each search engine has its own individual setup process and campaign structure.  This determines the way in which your keywords are grouped within the account and defines the appropriate ad creative to be displayed when these terms are searched.

• Develop search ad network strategy for structured rollout to each search engine or advertising network
• Keyword matching strategy
• Search-term targeting strategy including geo-targeting and day parting

c. Copywriting

Effective creative development for paid search text ads is a great challenge for the copywriter. In Google Adwords you have just 95 characters to be creative with your creative text – 25 for the headline hyperlink, 35 each for the first and second description line and a further 35 characters for the display URL.

d. Landing page selection and keyword tracking

Destination or landing pages, where you direct your clicks to, are an integral part of paid search. Effective landing pages mean you convert more visitors to the outcomes you need and in quality-score based search engines, they make your ad more competitive.

• Landing page assessment
• Unique tracking codes are used to track traffic conversions for each keyword in each paid placement, paid directory and paid inclusion search channel

e. Campaign Budgeting and Bid Management

Paid Search Marketing networks such as Google Adwords and Yahoo Search Marketing are becoming increasingly complex to optimize.  Campaign bid management partially automates the management of paid search advertising across a range of paid search networks by applying rules to display ads for specific keyphrases at particular bids, positions and times to achieve specified business goals such as maximizing ROAS or ROI.

• Determining each dealer group paid search investment and allocation across different paid search networks, campaigns and keywords
• Listing position strategy and daily keyword bid management tied to business objectives
• Budget management and monitoring
• Day parting based upon variations in media consumption and user behavior
• Traffic and conversion monitoring and optimization
• Add/remove keywords, modify titles and descriptions as needed
• Handling of all search engine payments, and auditing of search engine charges
• Monitoring and reporting of any click fraud on campaign