Pay Per Click

SEA (Search Engine Advertising), also known as sponsored links and pay per click, is a very effective way for companies to use search engines to reach out to a target audience who are actively looking for it's products.

Multiple campaigns can run simultaneously, each having a different purpose and target audience, using daily or even hourly special offers for example.

As there are well over 800 million searches per day in Europe, so it follows that the biggest challenge today for paid search is ensuring that each paid for visitor to your site is relevant to your company, and your company relevant to them.

Here's what our overall approach looks like:

Plan

1. What is the customer's business?
2. What is the customer's USPs (unique-selling-proposition)?
3. What is the customer's ESPs (emotional-selling proposition)?
4. What is the customer's target audience?
5. Where is the customer's target audience?
6. Are there seasonal variations that affect the budget allocation?
7. What does the customer want to achieve with the campaign?
8. What does the customer want to measure? Leads? New customers? Cost per new customer?
9. How will the customer judge a campaign to be successful?
10. What are the customer's plans for other media activities?
11. What are the customer's priorities for the next 6 months and 12 months?

Execute

1. Situational analysis, competitor analysis, Google Trends
2. Analysis of how the customer ranks in the organic list
3. Estimates of traffic potential, share of voice and conversions
4. Keyword analysis, develop relevant keywords to reach the customer's target audience
5. Select appropriate keyword match options, exact, broad and / or phrase
6. Produce negative keywords that eliminate wasteful clicks
7. Creation of dynamic texts ads and site links that motivate visitor action
8. Synchronise the message and timing with other media activities
9. Deep linking to the web page that contains exactly the information that the visitor is looking for
10. Connect Google Places to AdWords if appropriate
11. Connect the Google AdWords account to a Google Analytics account
12. Add click-to-call number if it is relevant to the customer
13. Create a separate mobile campaign with customised message, if appropriate

Deliver

1. Keyword bid-management to reach the required goals
2. Ad management to reach the required goals
3. Control the daily and monthly budgets so as to deliver according to plan
4. Maximise the quality score from Google in order to minimise the cost per click
5. A/B testing of landing pages to see which ones perform the best
6. Ensure that the share of voice is appropriate for the campaign

Analyse

1. Analyse which keywords, ad texts and landing pages perform the best
2. Analyse the performance of each geographical region
3. Analyse which keyword positions provide the best value/return
4. Analyse if there are specific days of the week, or times of day that perform better
5. Analyse the bounce rate at the keyword and ad text level
6. Analyse the time spent on the customer's site
7. Analyse how the results/behavior compare between computers, iPhones, and smartphones
8. Analyse the traffic impact/increase at computer, iPhone, and smartphone-level in conjunction with other media activities
9. If appropriate, make suggestions for improvements in content on landing pages
10. Analyse the competition
11. Ongoing optimisation using all of the analysed data