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The PPC Process
Why Answers 2 Marketing
Pricing Model
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We will develop an individualized PPC program targeted to maximize your return on investment. Our patented process boils down to the 4 'A's: Assess, Analyze, Apply and Adapt.
You'll find that our methodology is as straightforward as it is results-driven. At each step, we are evaluating and adjusting the PPC approach to best capitalize on your strengths.
· Assess
We take the time to sit down with you, listen and learn about your company's unique background, infrastructure, wants, needs and goals. When first entering the PPC market, there are many factors to take into account. Such factors include the level of risk you wish to take and the funds you can devote to this marketing technique, among others. We'll educate you with the "abridged" version and ask all the right questions, to quickly but carefully identify your best course of action. From there, we will assign you a dedicated Project Manager and allocate the appropriate resources for your campaign.
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· Analyze
Our PPC experts will then perform a detailed analysis on a host of critical factors. This includes extensive research on your customers and competitors, historical PPC account data and internal web analytics data. We'll also determine the keywords and ad copy that best align with such elements as time of day, bid price, page location and landing page options.
From there we'll help you choose from among the many search engines to find the right fit. PPC ads can be found in most search engines, including Google, Yahoo!, MSN, AOL, AltaVista, EarthLink, AskJeeves and more. A2M is certified as a Google AdWords Qualified Company.
· Apply
The desired goal is to first implement a PPC advertising program test campaign. We'll manage the bidding for and acquisition of top ad space, deal one on one with the search engines, and deliver results straight to you. Throughout the test phase, we'll closely monitor your program with our state-of-the-art technology, measuring the respective elements of day, time and positioning. Within even days, we can quickly identify the most lucrative long-term PPC strategy - that is, which combination of keyword phrases, ad copy, landing pages and bid strategies will garner the highest return.
· Adapt
At the heart of any first-class service business is its ability to adapt, and nowhere is that more pertinent than in the online marketplace. At this point, we leverage our insights from the test program's results and expand the program to make the most out of your PPC dollars. We will focus on increasing the number of keyword phrases in the program to generate the desired quantity of leads without sacrificing conversion performance.
Keywords
We are well trained in the latest tools for identifying the best keyword phrases. For example, we'll explore possible "tail" terms, highly focused, shorter keywords that are often more qualified, less costly and have a better conversion rate.
Ad Copy
Our additional background in ad copywriting packs a powerful punch when it comes to crafting PPC text ad copy. We are well versed in the most effective techniques, such as dynamic keyword insertion, that maximize your return. But even the best copywriting can backfire without the accompanying technical knowledge for proper implementation. We've got the whole package.
Account Structure
The PPC account structure is critical to the overall campaign. An incorrectly configured PPC account can invalidate even the best keyword selection, ad copy and landing page selection. We are highly skilled in the use of campaigns and ad groups that focus on business or keyword popularity, geographic targeting, branded terms and the buying cycle.
Landing Page Identification
We target each PPC text ad to a specific landing page so that it's geared directly towards your sales goal. Most of the time this is not your home page, rather the page that contains all the information needed to ultimately complete a sale. Another vital component is ensuring that the messaging remains consistent across all campaigns. And finally, we'll offer limited options in order to maximize conversion.
Bid Strategies
As previously discussed, we will build a custom bid strategy that considers time of day / day(s) of the week / month(s) of the year, geographic targeting, etc. in directing the quantity and depth of your PPC advertising.
Testing
Sometimes eBusiness consultants will be satisfied if keywords hit their individual expected goals, but in concert aren't contributing strongly enough to the overall campaign. We don't settle for less than maximized results, which is why we perform methodical testing of your program's components - and all the combinations therein - to deliver the highest return.
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