Are you looking for more immediate results? We can plan, organize and manage your interactive marketing plan which includes Paid Search Marketing through Pay Per Click (PPC) or Cost Per Click (CPC). Keyword research is still imperative. You have to know what search terms your target market use to find your company's products or services.
Interactive Marketing or Web Marketing is accomplished either through Organic Search Engine Optimization or Pay Per Click - paid inclusion in search engine results. Either method of increasing your search engine visibility still requires careful and methodical research into the best keywords or keyword phrases that match your industry and your company's products or services. As mentioned on our SEO page there is a company called Wordtracker who gathers, compiles analyzes and organizes all of the search terms entered by Internet users over the past 130 days across all of the major search engines.
(For a detailed overview of how these two programs work, visit Strategic Internet Interactive Marketing). We have a sliding fee scale based on the number of keyword phrases you want to target and is calculated relevant to your budget amount. (1-20 KW:40%, 21-50 KW:30%, 51 or greater KW:25%) We also have a one-time $50 setup fee per phrase, per account. Our goal is to get your ad in one of the top three positions. Depending on the competitiveness of your KW phrases and how much your competitors are willing to spend, controls how much we have to bid.
The way PPC works for both Google and Yahoo right now is that they rank listings based upon the bid price. If they have multiple bidders they will create a rotation where each site is given a certain amount of time in the listing results. Those listings that receive lots of clicks are allowed to remain high in the results. Those that fail to generate click-throughs drop out of sight. So even though we may bid high, it is possible the listing(s) may still get very few clicks. The search engines also have a number of rotational algorithms in beta-testing right now that are based on geography, subject matter and clustering techniques. So again, a high bid may only give you a slot in the rotation, rather than a permanent top 3 position.
If your Web site listing does not generate enough click-throughs to consume the monthly budget, the unused portion will carry over to following months. If however, the budget is consumed before the end of the month, the search engine will pull the listing from the rotation until the following month’s budget kicks in. The fee will be based on either the actual click-through value or the minimum budget, whichever is larger.
There are two major parts to the effort, beyond the keyword research and setting up the initial ad copy. The first is to monitor the bids daily and adjust the values to ensure that we stay in the top three for every KW phrase, while ensuring that we do not leave too much money on the table. We have found that PPC is extremely dynamic with some sites employing full time staff to manipulate bids. The second is to monitor the click through activity to ensure that the ad copy is enticing enough to cause readers to click on the listing. That is critical on the Google campaigns because Google will drop any Key Word phrase (KW) within a campaign that is not generating revenue for them. So reviewing and revising the copy is an ongoing activity, which will include analysis of the competitor sites and listing summaries. Reports detailing the ranking, bid activity and click-through rates are provided for each phrase.
PPC is extremely time consuming and labor intensive, which is the reason behind the high cost of managing a campaign. There are no guarantees with PPC. But it does give immediate visibility of a first page listing for a specific keyword phrase.
For example: Suppose you wanted to target 25 keyword (KW) phrases on both Yahoo Search Marketing and Google Adwords. First we have a one-time setup fee of $50 per KW, per account. (25 KW times 2 accounts (one Google, one Yahoo) times $50 equals $2500. Since you have 25 KW (30%) two accounts to budget a minimum of $2000 x 2 x 30% = $1200. So, your total first month investment would be $7700. ($2500 setup fees plus your monthly minimum budget per account (2) $4000 plus our sliding scale management fee $1200). Subsequent minimum monthly investments will be $5200 (minimum budget of $4000 + $1200 management fee).
