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... MarketGoal has impressed us with their SEO expertise and their ability to develop and execute a detailed project plan. Outsourcing our SEO to MarketGoal was an excellent business decision for our company.
Larry Kluger | President
Journal Publications, Inc.
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Paid Placements (PPC) |
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Pay per click advertising is a search marketing technique in which you buy an Ad (e.g., Google Adword) on the search results page for certain keywords and key phrases. You only pay for the visitors that click on your ad and come to your site. The more you bid on the keywords the higher will be the rank of your adword. And the best news is that your ads can show on the first page of the search results within hours. In fact the pay per click advertising industry is so hot that the marketers are spending nearly $4 billion on this channel every year and that number is expected to double by 2010.
At MarketGoal we have developed a very solid competence in PPC advertising. Our approach is designed to complement your natural search engine optimization initiative. We target the top search engine when optimizing your website, such as:
- Google
- Yahoo
- MSN
- ASK
- Alltheweb
Our Approach to PPC Campaigns is Conversion Centric
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Keyword
Portfolio |
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Ad Groups &
Adwords |
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Landing Page
Optimization |
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Bid
Optimization |
- Branded Keywords
- Competitive words / phrases
- Industry language e.g., policy, insurance, etc.
- Life Stage/Event
- Cross sell e.g, travel, relocation, fitness, family vacation
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- Keyword based, leading titles
- Direct or indirect connection with keywords
- Compelling copy – drives curiosity not disbelief
- Multiple versions
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- Clear and easy to understand copy – engage user within 10 seconds
- Initiates conversion funnel & alternatives
- Maximize user action – buy, or opt-in, or take a survey
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- Highly active campaign management
- Based on success
achieved in conversion funnel
- Optimization at multiple levels – keyword, portfolio, daily/
monthly spend, conversion costs
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High Value Keyword Portfolio
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Conversion Definition: We always begin with gaining a clear picture of the objectives of the campaign - I.e., defining conversion events, such as purchase, white paper download, email opt-in, or request more information.
Keyword Research: We analyze at your site logs and meet with your team to understand the core set of terms or phrases that drive good traffic to your website. These become the basis of our keyword portfolio development exercise. Our objective is to develop a keyword portfolio that can satisfy your traffic and conversion needs from a qualitative, and quantitative perspective and within your stated budget
Develop Ad Creative: With solid keyword portfolio ready to go live we then go through a rigorous process of coming up with 3-5 Adwords for each keyword group. Variations in Adword titles and description lines provides the options you need for bid optimization purposes.
Customize Landing Pages: Simply optimizing the landing pages can boost the results of a PPC campaign by more than 100%. We believe that this is your low-hanging-fruit opportunity and we help you develop at least 2 landing pages with variations on the message, layout, call to action, and colors.
Test-Optimize-Scale: Once your landing pages, keywords, and Adwords are ready… the campaign can go live and you can start getting traffic and conversions. As the click and cost data begins to roll in we work constantly to optimize the keyword portfolio and bid amounts so that you get the best possible ROI or ROAS on your spend.
To learn more about our process and how you can benefit from it please contact us.
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