>Please see a note on our managed services here.
There are two major types of PPC ad campaigns that we manage: Direct Response and Brand Targeting.
Direct response:
Direct response or performance advertising is about solving specific problems for a consumer at the time they need it solved. We do this by asking a prospect who sees our Ad to respond to it in a particular way.
Through this strategy you need to get your solutions in front of people looking to solve a specific problem that your product or service can solve. Our solution cannot be a one-size-fits-all methodology. It must be niche specific to solve your prospect’s immediate problem at whatever stage in the research process he/she is at in the moment they are searching for a solution.
- Invest in some comprehensive keyword research to know the keyword opportunities and estimated costs of clicks for phrases that represent commercial intent within your niche
- Use these keywords to monitor the conversation in your niche, and put together some advertising campaigns based on them
- Invest in a preliminary ad spend budget to allow us to test the Google PPC market by driving targeted traffic into your landing pages and back-end sales funnel to measure conversion rates.
- Use this test budget to optimize the following:
- Keywords with the highest click through rate
- Keywords with the highest sales conversion
- The exclusion of negative keywords that result in wasted clicks
- Our bid rate on these words
- Our average earnings per click
- Our Google account quality score
- Our Google add ID quality score
- Our campaign quality score
- Our landing page quality score
- Our offer & the percentage of new visitors buying into it
- Our back-end campaign (and percentage increase in earnings per click)
Optimizing PPC campaigns is the opposite to optimizing a content network ad campaign. We start with a very wide keyword list in search of phrases and Ad copy that converts well. Once we isolate small pockets of success in certain phrases, we drill in deep to optimize that success. We focus on one or two keyword phrases that convert well and work towards optimizing every step in the process. This helps us increase not only our conversions but the profit per click on each Ad campaign.
Once optimized, we scale our Ad spend on this phrase. If our profit margins allow for it, we increase our bid rates to secure the most traffic we can get because we know we are earning off it. We look for as many phrases that are closely associated to our converting phrase in order to drive us much traffic as we can. Once we have exhausted all avenues to maximize this campaign, we let it run and generate profits.
Then we move onto our next: testing, identifying and optimizing one profitable keyword phrase after the other.
Brand targeting:
Unlike direct response advertising, the objective is not to get a customer to act in a certain way. Our objective here is to get your brand into the minds of potential customers. The idea is to instill a notion about what you do that will lead them to choosing your brand over others, whenever they are ready to purchase your product or service. The wider our reach when brand marketing, the better our brand advertising campaign.
Brand advertising includes:
- Researching ad placement URLs throughout the internet where your target customers are browsing.
- Investing Ad money into Facebook social ads.
- Investing Ad money into the Google content advertising network
- Investing Ad money into other content advertising networks through Google’s competitors (or smaller content network companies who work much harder to help us achieve our advertising goals than Google will)
- Refining, split testing, pealing and sticking until:
- We have isolated all of the URLs that are converting
- Identified the keywords bringing us the best traffic
- Identified and removed keywords that are costing us wasted clicks
- Optimized the Ad copy that’s securing us the best click-through rates
- Optimized the landing pages converting the highest percentage of visitors to act
Brand advertising throughout the content network is different to performance or direct marketing through PPC in the search network. We start out having the entire internet to select for our Ad placements. Our management service includes a process in which we continually monitor your campaigns, breaking down the exponential Ad placement opportunities across the open web. Most of these placement opportunities are only going to lead you towards an empty bank account. Our job is to use our experienced eye to isolate the placements, ad copy and corresponding landing pages that are going to work for you in achieving your desired outcomes.
Our true value is in the speed by which we are capable of achieving these results versus the cost of doing so. Costs every brand advertiser must endure before benefit is enjoyed. The question our clients must ask themselves is what is it going to cost them in additional Ad spend to get to the same point of optimization.
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