Keyword Research

Advanced keyword research strategies are performed to establish a list of keyword phrases that are relevant to the advertisers’ product and/or services, and is an important first step in the pay-per-click keyword submission process. When the right keyword phrases are targeted, the users visiting the website will be highly qualified and likely highly motivated to buy or request information.

PPC Campaign Management and Analysis

The PPC campaign management and analysis program includes the following components:

• Main goal is to achieve highest ROI

• Improve campaign structure, efficiency and overall audience reach based on network distribution

• Address and improve Quality Score concerns and correct problem areas

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• Identify and act upon search trends and execute in-depth keyword analysis along with continuous A/B ad copy testing

• Deliver more qualified traffic resulting in higher conversion rates

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• Daily monitoring of keyword 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 on a monthly basis

• Monitoring of pre-set daily and monthly ad budgets

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• Ongoing optimizing of keyword bids for bid positions that yield the best return on client-defined business objectives, e.g., cost per acquisition (CPA), profit margin (PM) and ROI

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• Periodic campaign structural reorganization by breaking existing ad groups into separate groups, with new ads and different landing pages

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• 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

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• Ongoing monitoring of lost impression share due to insufficient budget or due to poor ad rank (Google AdWords only)

• Incorporate and expand the current campaign with new landing pages as required

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• Monthly ROI reports via email for monitoring of campaign activity and results, including cost per click (CPC), number of visitors, leads and conversions and analytics

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Service Deliverables

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• Dedicated campaign management team with meetings as needed to discuss recommendations and changes to the keyword set, bid amounts, bid positions, bid rules, ad run schedule, keyword matching options and changes to the daily ad budget

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• Extensive keyword research, development and ongoing analysis

• Ad copy research and expert ad copy creation; heavy focus on call-to-action phrases

• Continuous A/B ad copy testing and monitoring

• Listings in Google Search, display/content and mobile networks

• Detailed monthly reporting

• Conversion tracking and Google Analytics

• Site targeting campaign and mobile ads (if applicable)

• Ongoing adjustments and optimization of campaign settings for increased profits and improved ROI

• Expand to other networks, if budget allows, such as Bing and social networks

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Bruce Clay, Inc. is a pay-per-click management company that understands the role that pay-per-click campaigns play in search engine marketing and holistic SEO. Our PPC pros provide a wide range of PPC online advertising services as part of ongoing Internet advertising. We take great pride executing a best-practices approach for all campaigns. From the beginning, our goal is to seek out creative and effective strategies resulting in a more powerful online presence.

* Also known as Search Engine Marketing (SEM), Cost-Per-Click (CPC), Search Advertising, Paid Search Advertising, Online Advertising.

PAY-PER-CLICK MANAGEMENT

Pay Per Click Search Engines (PPC) can be a very fast and effective way of delivering traffic and more importantly sales from your website. A brand new site can deliver results immediately via PPC which can prove useful while their search engine optimization and link building is taking place. Furthermore PPC enables you to target keywords from which you would not otherwise be able to obtain high rankings within the natural search engine results. However it is important to keep proper track of how much you spend and how that money is converting to sales/profits.

WHAT MAKES A GREAT PAY PER CLICK MANAGEMENT COMPANY?

BEWARE OF BID MANAGEMENT SOFTWARE

There are many PPC firms in the industry today that tout having Bid Management Software. However, in today’s environment bid management software can not do the job by its self. You will find that we use a 60/40 rule. That is 60% human intervention for intelligent decisions 40% software monitored. We have bid management software and it is a great tool but your PPC Account Manager is the driving force of your campaign. You can not allow your company to become a “client name/number” on bid management software and forgotten about.

Google has made over 400 changes in 2008 which is up 70% from the year before. A lot of these changes are directly related to Google Adwords Management. For instance, the mind set of some PPC Management Companies has often been “the more keywords I have the better off I will be, because I don’t pay for them unless someone clicks on them, right? Not true anymore. If you have poor or non-performing keywords inside of your campaigns Google will penalize you. Quality scores in Google Adwords is now King.

PRICING STRUCTURE – FLAT FEE VS. PERCENT OF SPEND

There are still about 85% of PPC Companies that will charge you a percentage of your monthly spend in advertising in fees. Being that Team Web USA was one of the ground breaking leaders in the PPC Management industry we could see well in advance how ppc companies were using this price model to take an unfair advantage of their clients. Your monthly spend should never be an incentive for any firm. In fact, when it comes to PPC you don’t want anybody to increase your “traffic” you want them to increase you “conversions”. We have a flat fee program that allows your PPC account manager to focus on driving conversions not just traffic to your web site.

RIGHT RATIO OF PPC MANAGERS TO ACCOUNTS

A quality PPC Management company will never over burden the PPC Account Managers with clients. At Team Web USA we are constantly hiring and training new staff. As we grow and add new companies our staff needs to grow as well. In order for us to maintain quality PPC Account Managers Our Commitment to Ongoing PPC Management Services Team Training is our primary focus. This ensures every new client will get the attention to detail that they deserve.