How We Work: Paid Search (PPC)
Searchers are most likely to click on PPC ads that are trustworthy and relevant, which results in higher conversions and Quality Scores, as well as increased ROI. It is common for marketers to make ad copy more trustworthy and relevant, but many overlook the Display URL. According to Search Engine Journal, a Display URL that features a relevant, recognized brand or relevant keywords is deemed most trustworthy and relevant by searchers – therefore, receiving the most clicks and conversions.
While it should not be the case, we find that many brands compete with their own affiliates in Paid Search, causing their CPCs to rise. It is important that large brands with numerous affiliates constantly monitor their affiliate programs to catch these issues. However, implementing a successful affiliate tracking program, and creating proper constraints for affiliates can be challenging, due to the time and resources that must be allocated to it.
The Hispanic market has grown rapidly over the past few years, and provides a great opportunity for online marketers. Identifying when, where, and how to reach this audience via Search can be difficult. Our knowledge, attention to detail, and adaptable tools help companies successfully reach this market with the right message.
Although many marketers are adopting mobile PPC as an advertising channel, others are still unsure about how to start, what results to expect, and whether it will be profitable for them. We help clients successfully identify the value of mobile PPC through the flexibility of our tools and the tenured knowledge of our account teams.
When running PPC campaigns, it’s important to strike the right balance between gaining optimal exposure and keeping costs within budget. Keywords that are searched often cost more to bid on, and can easily cause marketers to exceed budget. Integrating display campaign data with PPC is one tactic we use to help our clients gain exposure on high-volume keywords, while keeping costs down.
A company may receive incremental lifts in their Search campaign directly after a television advertisement is run. We have developed a proprietary Media Mix Modeling tool to help advertisers identify this relationship, and understand to what extent the relationship exists. In return, our clients can properly allocate their budget across channels during times with the greatest opportunity for conversion.
The luxury market demands both quality products and a quality shopping experience. Meeting these demands across all channels can be a challenge. We help luxury retailers look beyond in-store marketing and look across all channels to provide a cohesive message and luxury experience.
Though Search has often been seen as a tactic that is primarily consumer-focused, business-to-business (B2B) marketers can also see results from Search Marketing. But, they face some unique challenges, including difficulty defining and tracking conversions and finding the best place in the sales funnel to target customers. We have the experience and tools needed to help B2B marketers see the importance of Search Marketing in their campaigns.
Implementing and managing SEM strategies on a global scale can be a challenge. To meet these challenges, we have built a global strategy that includes a solid relationship between all stakeholders, flexible tools that can accommodate different languages, currencies, reporting requirements, strategies, and cultural needs. We also provide education that ensures all stakeholders are up to date on SEM best practices, strategies, and cultural sensitivity.
Managing, monitoring, and reporting international PPC campaigns can be difficult, due to the added complexity of multiple languages, keywords, currencies and cultures. We help clients implement successful international PPC efforts with flexible bid management, budgeting, and reporting tools, as well as accurate performance tracking and timely response to market shifts.
When Search tools and technologies are not properly implemented, they don’t provide an accurate measurement of performance or attribute conversions to the right sources. We implement off-the-shelf tracking solutions through our own proprietary tools to help clients improve attribution and performance tracking.
A well-structured PPC campaign aligns queries, keywords, and ads to show the right ads to the right searchers in the right place at the right time. Unfortunately, many of our clients have come to us with PPC campaigns that were improperly structured by their previous Search vendors – and they never even knew it! Fortunately, we have built proprietary tools and processes to quickly address these issues before campaigns are even put into place.