Online Marketing Consulting - Pay Per Click (PPC) Campaigns; SEO
Miles Consulting Corp has assisted many clients in the use of online Search Engine
Marketing (SEM), which is the practice of achieving website visibility on the major
search engines such as Google and Yahoo. The two most successful techniques we use
for enhancing your online image are: pay per click (PPC) advertising campaigns and
search engine optimization (SEO)
Pay per Click (PPC) Advertising
PPC advertising is a search marketing tactic that uses text ads placed above, to
the right of, or below organic search results in an area often labeled "Sponsored
Listings". Your ad position is determined by an auction—and sometimes the click-through
rate—giving the highest bidder's ad the highest position. The two major search engines,
Overture and Google, sell advertising on their own websites and also resell their
advertising through affiliate sites. You only pay for visitors who actually click
through to your site. Search engine advertising is more complicated than it seems
with numerous factors at play. Miles Consulting Corp has expertise in each of the
PPC factors below:
Keyword Selection
Our PPC consultants first key to success in a PPC campaign is using the appropriate
search keywords. As an experience Search Engine Marketing firm, we have
experience in choosing keywords that will direct targeted traffic to your site.
If you choose keywords that are very common but do not target specifically to your
business, you are going to have a large portion of your advertising budget consumed
by traffic with a low sales conversion rate. Most successful campaigns manage a
collection of a few thousand keywords for the numerous words and phrases people
will use to search for your product. We can generate the permutations and combinations
of words and phrases applicable to the products and services you offer.
Ad Copy
The second key to success in a PPC campaign is developing effective advertising
copy. In general, you are limited to a very small number of characters
per line. Any advertising copy we create will tailor the advertising text to precisely
what the individual is searching for at that moment, similar to the personalized
futuristic ads in the movie “Minority Report”.
Bid Strategy
The third key to success is bidding strategy. Do you want to outbid your
competitors or maximize ROI? Our approach is based on numbers rather than emotions,
and measured results over hype.
A university study earlier in 2005 indicated that on average, 40% of searchers click
the first position in a search result. Position two generally received about 16%
of the clicks. Position three received about 10% and positions four, five and six
all received around 5% of click throughs. Our goal is generally to choose the optimum
position to maximize click through volume as economically as possible. If positions
1,2,3,4 are costing $5.51, $5.50, $4.00, $1.40, we may very want to bid $5.52 to
reach the top position. However, bid gaps develop, and if the bidder of the third
position increases their maximum bid to $6.00, we may want to lower our bid to $1.41
to achieve position 3. We say “may want” since the other variables that factor in
this decision are your conversion rate from this specific keyword and the value
you place on each conversion. Bid optimization is ongoing, and requires specialized
tools if you have anything beyond a small collection of keywords.
Miles Consulting Corp PPC Consultants empluy sophisticated keyword ad generation,
bid monitoring, and tracking tools to optimize bidding strategy and capture metrics
to continuously improve its strategy.
Other Techniques
There many other techniques that improve your conversion rates so that you get the
maximum return on your advertising dollars. Briefly, those are:
- Geographic Tailoring:
Showing different ad copy in different states or none at all in other states.
- Keywords Misspellings:
e.g. Insruance
- Landing Page Creation:
creating landing pages exclusively for PPC campaigns (these pages can be optimized
to increase the conversion rate, tested against each other, and compared to determine
which versions work best). Since those browsing and searching have an overabundance
of information presented to them, their attention span can be very short. You have
only seconds to capture their interests before they decide to click elsewhere. Targeted
landing pages are an effective way to increase your conversion rates.
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