Pay per click (PPC) advertising is still the most effective way for you to achieve incredible ROI for your product or service. However, just utilizing a pay per click system to manage bids does not ensure success. You need a dedicated team with the infrastructure and knowledge necessary to develop and deploy superior PPC tactics. That’s successful PPC management and that’s exactly where SendTec excels.
Ingredients for Success:
Keyword Development
This is the logical starting point of any campaign, if it is to be successful and cost-effective. SendTec develops a strategy which targets keyword searches that bridge the intent of the searcher to their expectation, all while staying relevant to your business. Comprised of single- and multi-phrase keywords, with the latter typically carrying higher conversion rates, SendTec’s keyword lists are comprehensive. With a properly executed keyword development program, we are able to build out the “long tail” in order for your campaign to experience immediate results, while profiting over time on the aggregate.
Marketing Communication Strategy
SendTec recommends developing marketing communication strategies that improve the qualification of the click in order to most effectively utilize your marketing budget. It all boils down to copy that is able to effectively balance between attracting impulse clicks and quality clicks. Ongoing testing of ad creative is important to the optimization of a search campaign. As true direct marketers, we are always striving to beat the current benchmark.
Landing Page Optimization
The most important thing the marketing communication strategy should accomplish is to accurately manage a consumer’s expectations of the landing page. The ad copy must tell the consumer what to do and what to expect on the site; therefore, the landing page must deliver upon those expectations while maintaining awareness of potential effects to the Quality Scores of the search engines.
Campaign Management
The SearchFactz system makes real-time marketing recommendations on an hourly basis. Our team of experienced analysts and direct marketers focus on campaign optimization using the following top-line variables to adjust tactics which suit the current market conditions:
- Marketing landscape
- Bidding environment
- Campaign objective (CTA, CPL, ROAS)
- Desired actions balanced with traffic
- Categorization and analysis of keywords
- SWOT analysis on the keyword level
Position Management
As the Google Quality Score and Yahoo Quality Index have redefined SEM, it’s critical to understand which levers to pull and push, to tweak and test in order to field a successful search engine marketing campaign. Due to industry expertise in this field, SendTec is able to successfully navigate your campaign around the many pitfalls that lesser campaigns, and their ROI, fall victim.