Industry News
New Google Index UpDate - “Dewey”
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April 2008 – New Web Site Launched!
UpWord Blog
Time for Optimization or Time for Blogging? An industry trend.
PPC (Pay-Per-Click)
Search Engine Marketing (SEM), Pay-Per-Click (PPC), Sponsored Search…whatever you call it, you have to pay for it. The “Sponsored Listings” you see at the top and right of the search engine results pages are purchased based on a cost-per-click basis. Someone clicks on your listings and you pay for that click- anywhere from $0.10 to $30 or more depending on the keyword phrase and your industry. Paid Search is a very effective form of advertising. As with SEO it’s a great way to reach pre-qualified visitors who are taking time out of their day to search for keywords related to your business. Without proper management however you could pay for the wrong traffic, you could pay more than you have to for the same click, and you could easily spend your money irrationally based on your business model.
UpWord provides professional Paid Search Management that ensures you are being as efficient as possible in converting search engine visitors to customers.
SEM Services:
Account Management: Analyze any existing SEM accounts or if none are in place create user accounts in the paid search engine programs and establish contact, billing info, settings, etc.
Keyword Research: Research keywords including relevance, search frequency, and bid prices across the major PPC search engines.
Ad Groups: Create as many Ad Groups as necessary to properly organize keyword targets for optimal SEM optimization of ad copy, bidding strategies, landing page paths, etc.
Ad Copy: Develop compelling action orientated ad copy for keyword groups and individual keywords as appropriate. Determine appropriate landing page URLs. Note: Extensive creation and optimization of multiple Ad Groups and Ad Copy is essential to improving ‘quality score’ and therefore improving performance metrics.
Quality Score: Align Ad Groups, Keywords, Ad Copy, URLs, and Landing page to improve “quality score” and ensure placement approval for keyword targets and help to minimize CPC fees through higher quality score.
Budget Mangement: Based on the overall budget determine an appropriate media plan including which search engines to place ads on, set daily budgets, evaluate/manage day part advertising, etc. Ensure budget is hit yet not exceeded on a regular basis.
Tracking: Implement and ensure proper tracking parameters for each engine are in place on landing pages so that conversion metrics can be tracked. Tie in with Google Analytics or other 3rd party analytics tools if appropriate.
Landing Page Consultation: Provide recommendations for using individual landing pages or existing web site pages for the SEM campaign. Address design and conversion issues as appropriate.
Bid Management: Set bidding rules, manage and modify bids on the Ad Group and individual keyword level on a regular basis as needed. Utilize a combination of quality score improvement and bid prices to achieve optimal positions and CPC fees.
ROI Analysis: Identify which keywords, ad copy, landing pages, and engines are performing best based on pre-established metrics - traffic/branding, conversions/sales/leads, etc.
Reporting: Weekly summary reports detailing spend, click, conversions, by keyword, by engine etc. Overall campaign summary, weekly summary, and changes to the campaign are highlighted.
Interested in learning more about Search Engine Marketing (SEM)?
Contact our sales department at sales@upwordsem.com or 617-956-4027
