What is Paid Search?
Paid search, or pay-per-click (PPC) advertising, is a scalable form of digital marketing designed to connect your ads with users who are actively searching for products and services, or keywords relative to products and services provided by your organization. PPC advertising affords you the opportunity to:
- Scale and flex your campaigns as demand fluctuates
- Gain immediate search engine visibility while organic search efforts build longer-term momentum
- Measure and track what’s working – and what’s not
- Conduct A/B testing to refine campaign messaging
- Create hidden landing pages designed to drive users toward your desired conversions
- Increase public awareness, control the message and mitigate the spread of misinformation during crisis situations
Why Does It Matter?
Your target audiences are using Google search – and so should you. There are more than 63,000 Google searches per second. People know what they want and are turning to search engines to conduct research and make buying decisions. Seventy-five percent of those people never scroll past the first page of search engine results. That’s why you need to be at the top of the search engine results page (SERP) when they search to avoid losing market share to your competitors.
DISCOVERY & STRATEGY
PPC Audit & Paid Search Strategy
Insights gained during an in-depth audit of existing PPC activities, as well as competitor PPC activities, will inform the development of a robust paid search strategy. We take a communications-based approach to paid search, thinking through the various personas of each target audience and their related search behaviors and intent to develop highly-targeted PPC campaigns.
Keyword Research
Our paid search team conducts extensive keyword research for our clients which leads to development of a PPC keyword strategy that naturally supplements your organic keyword strategy, maximizing search engine visibility for priority terms.
Analytics Audit
Reviewing the current analytics configuration allows us to understand where there are gaps to be addressed, as well as determine where current campaigns are excelling or falling short to inform the development of a strong paid search strategy.
EXECUTION
PPC Account setup
Following our paid search audit and discovery process, the account will be set up with a campaign structure, keyword targeting, and ad composition that work seamlessly together to provide a relevant user experience that can quickly and efficiently convert visitors into leads and lower your overall cost-per-click.
Ad Copy Composition
Our “audience-first” approach means we develop customized ad copy written in a natural language that speaks directly to your target audiences in a meaningful (and measurable) way.
Ongoing PPC Management & Optimization
With continuous management, analysis & optimization, our team will identify opportunities to continually evolve and improve the user experience, leading to lower costs and increased results and conversions that matter most to you.
ANALYSIS
Measurement Framework
Our team develops a set of campaign performance goals based on your specific organizational goals. Those goals are tracked in a measurement framework, which serves as a guide to measure against and gauge the success of each paid search effort or program.
Reporting Against Key KPIs
Once we’ve established the key performance indicators (KPIs) of the campaign in our measurement framework, our data-driven approach will allow us to optimize the program for those KPIs, and report on the ongoing success of our PPC program.