Pay-Per-Click Account Setup
In addition to the administrative set-up of a PPC campaign, there are strategic steps that, if done correctly, will have a major impact on the program’s performance and client return on investment (ROI).
- Using keywords identified as having economic value to the client. Site-Seeker, Inc. analyzes the words and organizes them into common themed groups.
- If you sold different lines of cameras, for example, we would organize all the words associated with your digital camera line into one group and the words associated with video cameras into a separate group.
- Site-Seeker, Inc. places great importance on how the landing pages correlate to the ad groups.
- For example, sending a visitor who clicked on an ad for a digital camera to a web page with general camera information is not nearly as valuable as deep-linking them to a page specific to digital cameras. In cases where those specific pages do not exist, we develop landing pages that have clear calls to action to entice the interested visitor to purchase.
- PPC Ad creation is the next step.
- Multiple ad copies for each group are written to allow both the searching audience and the search engines to determine which ad copy is best. We review statistical data to determine which ads convert, which need adjustment, and which should be removed.
- Regional targeting versus national targeting.
- If your business is regional, Site-Seeker, Inc. identifies the areas that you do business. Then, it tailors your PPC program to appear in response to searches only from within the target area.
- We accomplish this by including geo-targeted terms as well as capturing searches based upon user IP address location.
- Ad language is strategically written to match the way the audience searches.
- For example, an engineer uses search terminology that differs from a marketing person. With this in mind, ad copy is specifically written to the nature of the prospective customer.
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