Pay Per Click (PPC) Marketing Management Services:

A lot of companies offer Pay Per Click marketing management, along with web site design, development, hosting, etc. We do not and never have – our singular focus is Pay Per Click marketing. Our philosophy is simple – do it, and do it better than anybody else.

How do we do it better than anyone else? Here’s a snapshot of what goes into every Pay Per Click marketing program we develop and manage.

First we design Your Pay Per Click (PPC) Marketing Program…

Step #1.) PPC Strategy

Our PPC strategy is unique…complements of You.

Every pay per click marketing program starts with you, the client. We ask questions and learn about your business.

What industry(s) do you serve? Who are your customers? Where do your customers live & work? What products or services do you sell? And the list goes on…After we profile your business; we discuss your marketing & sales goals. Next, it’s our job to explore the different ways that PPC can help your business meet its objectives. Pretty simple really.

Step #2.) Campaign architecture:

We plan for success out of the gate. Our pay per click marketing programs are structured to foster growth and performance. How PPC advertisements are categorized, grouped, named and configured play a crucial role in the campaign’s success. Our team ensures that several key considerations are factored into the upfront development of each program:

• Reporting/data mining:
  We configure PPC programs so that the reporting data makes sense to you and the company’s decision makers. Data is only valuable to your business when it is presented in a meaningful context. Additionally, we design your PPC campaign for progressive analysis, enabling our team to evaluate trends & identify opportunities within your PPC program. It’s the difference between stacks of paper and a filing cabinet.
  
• Scalable:
  A scalable PPC program is designed to grow with your company. We build pay per click campaigns that easily support new products, services or promotions. Expanding your PPC program won’t compromise the integrity or performance of the campaigns, or muddy the reporting data.
  
• Geo-targeting:
  Our Pay Per Click marketing programs enable customers to geo-target their advertisements on a local, national, and global level. This powerful feature adds a level of complexity to your PPC campaign; however, we can build this functionality (when applicable) into your program on a strategic level, ensuring that campaign flexibility and clear reporting are preserved.

Step #3.) Keyword research/compilation:

Keywords, keywords, keywords…so what do they mean in the world of pay per click marketing? In short, keywords are the difference between winning & losing, spending & saving, living & dying…okay, that last one is an exaggeration, but you get the point. Keywords are responsible for “triggering” your ads to display on search engine results’ pages…they are the lifeblood of a healthy campaign. Poorly matched keywords will increase advertising costs and decrease return on investment. We flip-flop the equation in your favor, keeping costs low and returns high.

We don’t rely on automated software programs to generate keywords for your campaign. Instead, we leverage years of hands-on PPC marketing experience, in combination with your input, to develop a working keyword list. While there are several tools on the market that facilitate keyword research, we place the burden on our team to validate every term used in your campaign.

Besides keyword validation, we stretch the bounds of keyword research, identifying peripheral terms or phrases that connect consumers with your products, but from a different perspective…for example, people who need sneakers, may also run marathons or want ankle support. Our thinking goes beyond the product or service being advertised, and speaks to the applications and benefits too.

Step #4.) Advertisement creation:

Our PPC advertisements are responsible. They’re responsible for getting your prospect’s attention - people can’t click what they don’t bother reading. Plus, our PPC advertisements qualify each visitor click by clearly promoting your products or services. Sounds simple right? How confusing can someone make a PPC ad? Let’s assume someone searches for ‘razor blades’ on Google. Is this person looking for a closer shave, or do they need information on industrial knives? Hmmm…our PPC management tackles ad confusion three different levels…

1. Keywords:
   Huh? I thought we were talking about ad creation? Well, creating ads is an extension of the keywords used for your campaign. Whenever possible, we incorporate the keyword(s) into the headline and ad copy, making the connection between what prospects need and what you sell.
   
2. Headline:
   Headlines are powerful. They’re the first and sometimes only thing that your prospect reads before clicking on your ad. We write smart headlines that grab people’s attention and qualify their purchase intent. How? Simple, we stay focused on your products or services and stay away from misleading tactics that might generate clicks, but rarely a sale.
   
3. Ad Copy:
   Ad copy has to close the deal! People have a lot of options when using a search engine...every results page is loaded with links.
   
   Okay, we’ve matched the right keywords to your business, so your ads are showing up. We’ve crafted smart headlines, so your ads are being read. And guess what else? We developed informative ad copy that sells, so prospects are clicking!
   

Next, we manage Your Pay Per Click (PPC) Marketing Program...

Step #5.) Keyword list management (expansions/scrubbing):

We think of keyword research is like brushing your teeth...you’re never done. After your pay per click program launches, it’s our job to monitor & analyze the performance of your advertisements on a keyword-level.

Which keywords are driving the most clicks? Which ones are expensive? Which ones are driving quality visitors? We identify under-performing keywords and terminate them from the list, leaving more room for the healthy keywords – like weeding a garden! At the same time, we continuously manage...

Step #6.) Ad Testing:

Ad testing is one of our key ingredients for successful PPC marketing. When we set-up your PPC program, each advertisement is configured for “A vs. B” split-testing, enabling us to understand what piece of the ad is working (or not), so we can methodically improve performance.

Maybe the headline is weak, but the body copy reads great...or possibly the headline is working fine, but the ad’s call-to-action needs improvement. The possibilities are endless and that’s why we test.

Step #7.) Complete Reporting:

So, does this PPC stuff work? YES! How do we know? REPORTING!

We provide all of our clients with complete performance reports on their PPC programs. And you don’t have to be a web geek to understand them. We don’t stuff our reports with a bunch of convoluted metrics that require an interpreter. Instead, we provide an executive-style overview of your campaign, supported by factual data. If you ever want more information, or specific metrics, no problem…we can easily satisfy most requests.

What Does It Cost? - Pay Per Click Marketing Management Pricing »