What is Pay Per Click Marketing

Pay Per Click Marketing has 2 aspects. One is based on search engine (Google, Yahoo, Bing, etc) where our ads are displayed (usually on the right side) based on the keyword entered by the user. It also involves ads shown on the network sites or partner sites which use google adsense, an example of this will be ads seen on gmail.com, myspace.com, orkut.com, etc. A business owner pays for clicks received on the ad and not on the impression, which makes this model highly targeted and result oriented.

Our Achievements

We have managed campaigns whose ad spend ranges from $15,000 per month to $100 per month. Each campaign was designed for a specific purpose and had different goals. We have been able to achieve a highly low CPC (Cost Per Click) for most of our clients along with high CTR (Click Through Rate) of almost 7.28%. Managing PPC campaigns involves complexity in terms of Quality Score, Ad relevance, Keyword research, Legal Restriction, Tracking, etc.

Our Process

We have individuals who are Google Adwords Qualified Individual and have well versed knowledge in handling Google, Yahoo & Bing ad networks. Due to the complexity involved we work with clients in understanding their requirement to execute the strategy which involves least ad spend with maximum exposure not only in terms of clicks but in terms of generating sales and leads as well. We understand that some small business do not have quality landing page, therefore we provide custom designed landing page, based on our years of experience to make sure that every penny spent is well worth the cost. This is one philosophy which we strongly believe in. Our basic process works as follows:

Keyword Research + Competition Analysis

SEM (Search Engine Marketing) is completely based on keywords, hence the first priority is based on this step. A thorough understand of all the possible keywords a user may enter will help in driving the maximum traffic and most of it at a low cost. For this purpose special tools are used to uproot these keywords from various search engine data, including Google External Tool (which is free). Apart from that we also try to find those keywords which are being used by the competition, this helps in a major way as it may also lead to further keyword research.

Keyword Targeting

Once the keywords research process is completed the list of keywords is sorted out based on relevancy, keyword search traffic and cost factor (clients budget). The more relevant a keyword, along with higher searches is given more importance, which are then grouped together with related keywords. Selecting the right keyword can save a lot of time and money in the long term hence this step requires proper care.

Landing Page Optimization

Landing page is the page where the user will land after clicking on the ad. Depending on the type of industry and the current design of the clients this step may or may not be considered, although it is important. If we feel that there are chances of poor conversion based on the design of the landing page, we work with the client with the help of our specialized designer to create optimum landing page which offers a better chance of conversion. If slight modifications are required, then those are communicated to the client. Page content is also considered to make it relevant to what users are searching for, this again ensures low cost and better conversion.

Account Setup + Campaign Setup

During this stage we register the account for the clients and make sure everything is set-up properly in order for the campaign to run smoothly. A specialized program is also installed on the landing page which helps us to track the keywords, this data is used to further refine your account, which is done in the next step. Once all that is done, we begin with setting up of campaign, which involves arranging relevant keywords into a particular group, creating two to three ad variation, ensuring high quality score, testing the ads, etc. By the end of this step the account is completely setup and ads are shown all across Google network and the Google search engine.

Monitoring + Modification

Once the campaign is running we continuously monitor the account to ensure that we are paying the least cost, our ads are relevant to what users are searching for, there is no drop in quality score, etc. This ensures maximum productivity from your ad at all time. Apart from that we look for opportunities through which we can explore other networks, target specific sites for our advertisement (these are mainly infomercial sites). Keywords which are under-performing are removed and negative keywords are added to ensure that only relevant exposure is maintained.

Reporting

Weekly reports are sent to the clients which measures the result of the campaign being run on various search engine, including the result for campaign which are targeting certain specific sites. The report is detailed enough to explain the whole PPC campaign within few pages and offers information which can be useful to other areas of Online Marketing. We make sure the clients are getting the desired result and make changes accordingly.