Pay
Per Click (PPC) Advertising
Pay per click advertising
is a system where advertisers can bid on keywords
for the right to display their ad copy in the
search engine’s results pages and in some
cases on other web site’s content pages.
PPC advertising has proven itself to be a very
effective means of driving direct sales as well
as increasing brand awareness. For more information
on pay per click advertising and its benefits
click to read this pay per click advertising summary.
Pay Per Click (PPC) Campaign
Management
Pay per click campaigns
can be set up to achieve various goals depending
upon the client’s needs. In general we manage
campaigns with the goal of maximizing the return
on total advertising spend (ROAS). However some
clients prefer to use PPC to increase their brand
exposure for new product launches, to meet short
term sales goals, or to meet various other end targets.
The client’s goals are the ultimate determining
factor for what strategy we use to manage pay per
click campaigns.
Pay
Per Click Search Engines
Having conducted market
research for Overture Services and subsequently
Yahoo! Search Marketing, the TAC Group has been
a part of the inner workings of paid search for
many years. Currently we offer pay per click management
services for the two major PPC search engines, Google
AdWords and Yahoo! Search Marketing, as well second
tier search engines, such as Miva and LookSmart.
Ask Jeeves recently launched their own proprietary
system and MSN will be launching their own system
in late fall 2005 / early 2006. We will be managing
campaigns on those platforms as well once they are
established.
Keyword Research
and Selection
A successful PPC campaign
starts with keyword research. At The TAC Group we
use a variety of keyword resources to determine
the best mix of terms based upon the client’s
end goals. Broad
keywords are effective for raising brand awareness
and driving traffic but tend to have poor short
term conversion rates. Niche keywords at the “long
tail” of the keyword advertising curve don’t
drive as much traffic but tend to have much higher
conversion ratios. We have the expertise to determine
what keywords are relevant to your end goals and
where those keywords lie on the keyword search curve.
This holistic approach to developing keywords has
proven successful for both b2b and b2c clients.
PPC Ad Copy
Writing effective ad copy
is a key element for driving traffic and can actually
lower your acquisition costs on Google, which ranks
ads by both bid price and click thru ratio. Our
copywriters are experts at creating ads with high
click thru rates that still pre-qualify prospects
through the use of limiting language.
Too often people
write ads with broad appeal in order to increase
click thru rates, ignoring the conversion rates
of those ads. Use of catchphrases like “free”
can bump click thru rates but ads using that type
of language tend to convert very poorly.
Our goal is to drive
only qualified traffic to your site so you don’t
waste money on clicks that have zero chance of
converting. We do this by continually testing
ad copy and evaluating performance based on a
combination of click thru rates, conversion rates,
and your end goals.
PPC Bid Management
We use a combination of
software and human supervision to manage our client’s
pay per click bid campaigns. Depending upon the
competitiveness of the client’s market we
can update bids up to 24 times a day. Day parting,
focusing advertising spend on the most effective
times of the day, is another feature we offer. We
tailor our PPC bid management strategy to the client’s
budget and the overall competitiveness of the marketplace
in order to achieve and exceed our client’s
end goals. As pay
per click advertising continues to grow the marketplace
will only get more challenging. See first hand
how The TAC Group can improve your PPC advertising.
PAY PER CLICK MANAGEMENT
SERVICES INFORMATION REQUEST
|
