We have been running profitable SEM programs using a scientific, data-driven approach to bid management for over 10 years.
Our SEM process includes analyzing searcher intent, strategizing around which channels and platforms will together to drive purchase behavior, and plotting customer touch-points and audiences.
That’s because we also know that PPC is just one channel – and most consumers today convert after multiple visits from multiple channels and devices. So we’ve evolved how we market, and how we measure to reflect this reality.
Not as Easy as It Seems
Pay Per Click may at first seem like a simple channel to manage. Load up some key keywords into the Google Adwords Keyword Research tool, throw in your credit card, write an ad or two, and off you go. However, structuring an account properly, testing, getting consistent performance and managing the account in the face of real-time competition to attain a specific cost per action (CPA) is quite another story.
An Art and a Science
Running Adwords and other PPC accounts well is both an art and a science that few agencies or individuals have managed to master consistently. It includes the creation of one-keyword ad groups, knowing which keyword match-types to use, how to improve quality scores, and landing page optimization. It also covers PLAs (Google Shopping), call extensions and sitelinks, search remarketing, ongoing A/B testing, and dozens of other lesser-known aspects of PPC.
Priority Access and Support
Google, Bing, and Yahoo routinely roll out new features and beta programs every month (and sometimes every week). Our combined spend level, relationships, and dedicated teams at the major engines get our clients the priority support and access that in-house marketers and other agencies don’t always have. This in turn allows us to get a leg up on the competition for our clients, and helps us keep up with the ever-changing PPC landscape.
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