Paid Search Marketing (PPC)
The cornerstone of a successful Paid Search Marketing program is ROI; however, this is measured differently by every company. Some companies are concerned with overall sales revenue related to cost of advertising. Some are concerned with margin by product sold. Others have a variety of onsite measurements that need to be taken into account for their Paid Search Marketing programs. IMPAQT has developed a comprehensive set of Paid Search Management tools, proprietary measurement technologies, and client service processes in response to these varying needs. IMPAQT provides clients with additional insights into why their customers are using search engines to find information and - more specifically - how to help their customers get better answers through Search.
We've been working with Paid Search Management since the industry was born. So it's no surprise that our flexible technologies and customized processes are expertly refined to drive results. Proprietary technology such as BidWise™ is customized at the beginning of each Paid Search campaign to align data and support decision-making. For each project, we home in on your business goals and ensure we're utilizing the best possible techniques to achieve them. Then, IMPAQT defines the metrics that will be utilized to measure the success of the campaign, including custom-built metrics like TRP, BAV, client specific CPA’s, profit generated, SPS, etc.
After the campaign goals are defined, the next steps in the process consist of nearly 300 separate tasks which include the following:
- Bid Management / Enterprise Bid Management
- Bid optimization
- Full Search Engine integration
- Testing and quality assurance
- Creative services and specialized content creation
- Click fraud management through predictive analysis
- International support
Targeted keyword generation and expansion is critical to the success of any Pay Per Click campaign. IMPAQT's proprietary tools help discover and evaluate keywords based on their likelihood to drive incremental value to a client’s campaign based, in part, on the following factors:
- Commercial intent of searchers utilizing the keyword
- Likelihood of a keyword to be driving traffic to a competitive site
- Relevancy of the words to the desired campaign outcome
- Likelihood that the keyword is appropriate to the audience segment
Other Paid Search (PPC) Resources:
Paid Search Case Studies by Vertical:
How We Work - Paid Search
Learn how IMPAQT incorporates proprietary PPC Management tools, measurement technologies and client service processes to meet our clients' specific PPC goals.