Our Pay Per Click Advertising Process
Good news! If you don't want to read this whole page, you don't have to. Our process is simple: Treat pay per click advertising management as marketing, not as a technical process. That means tying creative, testing and our knowledge of search engines together.
Quality score factors review. If you have an existing account, we'll review your history and landing pages. Our goal: Improve your 'quality score' - a set of factors search engines use to adjust your required bid amount. This early review can have a big effect on your overall costs.
Portent treats PPC advertising as a craft, not an assembly line. Our marketing team works closely with you as we launch and improve your campaign. Automated tools help us refine what we create, but the human touch is always present.
Audience. First, we work with you to determine your audience. Who will search for you? Who will click on your Adwords, Yahoo, Bing or other pay per click ads? Each client starts out with a very basic questionnaire to help get to know you and your business. Download it here (insert link).Your PPC audience might be different from the 'natural' organic search audience, or from visitors you get from other channels. We take this into account so that we can prepare the best keyword list and copy for your campaign. In most cases, we can even use your PPC success to bolster your search engine optimization efforts as well.
Goals. Why exactly are you advertising? The best PPC management is goals-driven, not ego-driven. We'll work with you to figure out exactly what your PPC campaign should accomplish. You know your business best; we know PPC. We'll combine your expertise with ours to create optimized, compelling paid search account.
Keywords. We select the 'niche' keywords that will deliver the most relevant traffic for the lowest cost. We start with our unique keyword mining process, drawing on PPC and organic search databases as well as transactional keyword data. Then we prepare keyword lists that include terms, misspellings, plural/singular possibilities, brands and negative keywords to filter out unwanted clicks.
Ad Copy. Then we help you craft relevant, creative, well-written PPC ads that focus on each keyword group. And, we never stop testing those ads. We're always trying to beat our previous best performer.
Landing Pages. PPC management isn't just about the ads, either. We'll review the pages at which the PPC ads point, so your visitors will see a clear, compelling call to action,. Also, this optimization will generate better Quality Scores, lowering your overall cost per click.
Setup. We establish your campaign on the PPC sites that offer the best exposure to your audience. At the same time, we may install conversion tracking on your site to help us track ad and keyword efficiency and maximize your ROI. We'll also poure through your data for the best ad scheduling and day parting opportunities.
Content and Partner Networks. Search engines are improving the transparency and reach of their content and partner networks every day . Portent makes judicious content and partner networks a part of regular PPC management. We'll test keywords and/or managed placements on these often-untapped channels.
Display Ads. Search engines like Google are making it easier and easier to add display banners to your PPC campaign mix and with built in widgets and templates. For some campaigns, Portent will test display, video and other ad formats for best results.
Geo-Targeting. Every PPC campaign can benefit from geo-targeting. Even if you have a national presence, the pitch that works in Seattle may not work in Orlando. We test different offers in different regions, adjusting for best conversion. We also provide international paid search management, editing ad language and keyword lists to match the cultural and different meanings from the US English language.
Measure and Adjust. We continuously track campaign performance for clickthrough and conversion rates, and adjust each keyword group for the best performance.
keywords are generating real conversions for you, and which ones aren't.
To learn more, contact us, or read about our PPC Management Packages.
