Pay Per Click through Google's Adwords program and Yahoo! Search Marketing is a direct marketer's dream. Focusing on conversions (a page view, download, response to a form, or a completed purchase transaction) is the key to success. Determining an accurate cost per acquisition with ROI as a needed focus is often a simple step that is missed in the process.
Monitoring and regularly adjusting ads, ad landing pages and ad group activity is critical. We maintain full-time, certified Google Adwords professionals for helping companies create new campaigns and manage existing ones. We provide initial audits and instructions for an easy transfer process for companies turning over PPC management to us, or a complete setup service for entirely new accounts.
PPC Audit (for existing PPC campaigns)
Our Pay Per Click Audit process provides a deeper look into current campaigns for the purpose of identifying pertinent marketing history, landing page strategies, conversion metrics, and suggested change recommendations to improve ad group effectiveness. Typically, the result of our audits cut costs, improve click through rates and increase overall lead generation and sales. Items we review:
- Keyword performance per adgroup
- Adgroup performance and historical analysis
- Ad copy and methodology employed for headline and destination URLs
- Campaign setup methodology (i.e. content vs. search, time of day functionality, geo-targeted)
- Split testing methodology and optimized ad settings
Google Adwords PPC Setup (for new PPC campaigns) Using Google's keyword suggestion tools, in addition to data from your Keyword Analysis, we start by first creating your Google Adwords account (client must provide credit card information for a daily budgeted ad spend of their choice, billed directly from Google). This service includes:
- Review of defined conversions and CPA goals
- Proper configuration of campaign settings
- Creation of multiple ad groups with targeted keywords
- Creation of ad copy for split testing
- Recommendations for landing pages, domain masking and "advanced" PPC techniques
- Historical analysis worksheet for tracking split testing of ad copy changes over time
