Paid Search

Our Approach To Paid Search

1. Knowledge Transfer Between Us & You
2. Defining Your Goals & Objectives
3. Communication and Reporting Processes
4. Develop a Campaign Execution & Testing Plan
5. Optimise and Revise Keywords, Ads and Goals

Knowledge Transfer Between Us & You

This is where we learn a little more about you and you learn a lot more about Search Engine Marketing. In many cases we have access to third party online consumer behaviour research but we welcome your input – you will always know more about your brand than we do. Things we need to know about your potential customers include; purchase cycle, trigger to buy and purchase latency.

The more you can tell us the better we can serve you. We will work through the “7 Elements of Search methodology” to map our your customers purchase behaviour to your campaign from day one but also invite you to participate in one of our 7 Elements of Search Seminars.

All customers get free access to our 7 Elements of Search Seminars – Check the Timetable for the next Seminar. It is not essential for you to attend but the more you learn about our methodology, the better we can serve you.

Defining Your Goals & Objectives

Every business wants more revenue – we understand that. We too are a business and we also want that, but in order to increase conversion volumes from Search-to-Sales (or sales lead for non ecommerce sites) we also need to measure many more incremental goals and make sure that we are taking purchase latency into account when measuring cost per customer acquisition.

Communication and Reporting Processes

No two campaigns are the same. This is why we do not “pigeon hole” our customers into the same reporting metrics or cycle. We set up tracking software and start tracking core SEM metrics immediately, but we also customise a report to suit your campaign goals.

We will also establish a regular time to talk to you to discuss campaign outcomes and future direction.

Develop a Campaign Execution & Testing Plan

We use DynamicCreative™ to execute campaigns, which means that campaign relevance is algorithmically mapped from the Search-to-Website. It also means that large campaigns can be executed and maintained very efficiently whilst maintaining a high search engine Quality Score. This frees us up to spend more time being creative; it allows us to experiment with different ad appeals and messages.

We also manage bidding, but be warned, most SEM agencies put too much weighting on the importance of bidding. Bid management is certainly part of the process but it merely monitors ad-budget by moving ads up and down the ranking. You can move a bad ad up and down the rankings as many times as you like but it will not improve its conversion rate.

We improve campaign conversion rates by improving the ads. This is why we develop an ad-testing plan as part of the execution process. We then spend most of our time proactively testing and refining ads with the aim of increasing your market share.

Optimise & Revise Keywords, Ads & Goals

Goal posts tend to move. That is a natural flow of any business. Budgets increase, decrease and seasonal promotions can throw a different slant on a campaign. Every time your business goes through such a change we will adjust your campaign.

Keyword selection needs to be constantly refined and reviewed to ensure that your campaign is targeting as many terms as your budget can afford, but keyword selection is also about striking out words that are not right for your business. This is an ongoing process. Decisions that were made at the beginning of a campaign may not be applicable when budgets are changed. As we go through the ad testing cycle we may add and remove keywords as a part of that process.

When it comes to ad-testing we have adopted the direct marketers' approach of never being satisfied with a result. We are constantly testing and reviewing ad variables with a view to increasing conversion rate.

Contact our sales team for more information.