“Pay Per Click Is more than just spending money on keywords,
It involves keyword level analysis to ensure return on investment! ”
Our pay-per-click philosophy can be summed up as follows: we maximize the profitability of our clients’ PPC campaigns by constantly improving the profitability of each and every keyword, ad and landing page in their account.
Where some internet marketing firms manage PPC accounts on a portfolio level, we manage them on a keyword level. Though this requires considerably more work to implement, it results in substantially better results as each keyword, ad and landing page is contributing to the overall profitability of the campaign.
Our pay-per-click strategy consists of two main components: account setup and ongoing account management. Here is how we implemented each component for our clients.
Account Setup
The purpose of the initial PPC account setup is to set the foundation for a campaign that yields as high an ROI as possible.
Step 1: Extensive Keyword Research
Using a variety of tools (including our own in-house systems) we identified more than 100,000 keywords related to the car rental industry. This step is critical because quite often the revenue generated from a PPC campaign is in direct proportion to the number (and quality) of keywords being bid on.
Step 2: Ad Copy Creation
After spending some time researching and understanding your industry we began crafting ads that relate our client’s unique selling proposition. Because of how competitive this industry is it was very important to find a way to differentiate our client from other car rental companies.
Step 3: PPC Account Architecture
In this step we plan and implemented the setup of up to 100 campaigns and up to 1000 ad groups to ensure a very tight message to market match. We also make sure that these campaigns are geo-targeted to the appropriate cities where necessary.
Step 4: Implementation of Tracking Systems
Prior to launching the PPC campaign we ad conversion tracking scripts installed on our client’s website. This allows us to measure the profitability of each keyword in the account and make intelligent decisions based on this data.
Ongoing Account Management
The purpose of this aspect of PPC management is to continually improve the bottom line of our client by implementing several strategies on a weekly or monthly basis.
Step 1: Managing Bid Price
By constantly updating the max bid price of all keywords we consistently improve the overall profit of the PPC account. For most clients we take the following actions on a weekly basis (or more frequently when necessary): we delete under-performing keywords; we reduced the max bid price of keywords that have generated sales but were not profitable; and we improved the margins on the already profitable keywords by adjusting bid price, position and ad copy.
Step 2: Split-Testing Ads
We’re constantly testing new ad copy to beat our previous successes. But unlike other internet marketing firms we’ll never sacrifice ROI for higher click through rates (or higher conversion rates for that matter). The system we use ensures that the winning ad chosen in our split-tests is the one that contributes the most to the bottom line. This strategy turned is extremely effective for Industries that have high search volume in their market.
Step 3: Negative Keywords
Negative keywords are critical to maximizing the profitability of any PPC campaign. In this step we use various techniques to identify the best negative keywords to use for each campaign in the PPC accounts. This allows us to save thousands of dollars per month on wasted search traffic for our clients.
Step 4: Landing Page Testing
In this step we work with our client to create a variation of their existing landing page that capitalizes on a new promotion they may be doing. This test results in a significant increase in conversion rate which in turn allows us to bid more per keyword and dramatically improve the profitability of the account. In addition to these regularly performed tasks we also implement systems for reducing click fraud, saving our client tens of thousands of dollars in the process.Internet marketing is about certainty not guesswork. We discover and learn exactly what it will take to make you the most money online.
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