Paid Search
Pay Per Click Benefits
The way we see it, Paid Search has six key benefits:
- It's instant
- Exposure can be guranteed
- It's tangible and therefore measurable
- It can supplement your SEO strategy
- It is an ideal tool for testing phrases and content
- It can generate excellent ROI!
Searchsmith can help you harness these benefits, whether or not you are currently using Search Advertising, through the following:
Keyphrase Research
Understanding how your target market is searching for the products or services you can provide is crucial to the success of an effective PPC campaign. Not all keyphrases are created equal, and it is vital to understand which work and which don't. This is not about search volume - although that is a consideration - but about visitor outcomes. Are they buying? Are they filling out a form? Are your site goals being met? And most importantly, which keyphrases are generating these goals so more can be invested in them.
Competitor Research
Although Google's algorithms aim to reward relevancy over bid, there is still a degree of auction that comes into play. Analysing competitors allows us to understand how well they manage their paid search, identify opportunities and discard others. By understanding the market, you can make an informed decision on your Paid Search Strategy.
Search Advertising
Typically, when someone searches, they are looking for a solution to a problem or issue. Although some are in research mode, some will have an immediate requirement which you could fulfil. Search Adverts appear above and to the right of natural search results. By getting the right advert in front of the right person at the right stage in their buying cycle you can maximise your chances of gaining a customer. However, search advertising does need careful setup and management if it is to produce positive ROI and Searchsmith experts can help ensure you are given the best chance of success in this regard by close management to returns.
Contextual Advertising
Sometimes your next client doesn't know that they have a requirement that you can fulfil. If they don't know it, they can't search on it. If you know your customers profile, we can help you reach them using text, image and video adverts that can captivate, educate, inform and convert.
Conversion Testing
Paid Search is a fantastic testing tool. Using the same set of sponsored keyphrases, we can create multiple adverts to see which is most appealing to the searcher. This information can influence all of your marketing literature. Secondly, we can use it to test pages. Imagine two identical adverts, triggered by the same set of keyphrases but pointing to two different pages on your site. You will quickly be able to say with total confidence which page is more effective in converting site visitors.
Close Management
Search is dynamic and to maximise ROI, it is vital that your Paid Search account is monitored and refined to stay ahead of the curve. Searchsmith can help manage all aspects of Paid Search from Placements to Keywords, Adverts to Bidding and all the other aspects which can make a difference between success and failure.
Analysis
When you're paying for traffic, you need to make sure you are making the most of it. Careful analysis of on site visitor behaviour is vital to the successful management of Paid Search. It will uncover potential pitfalls, highlight opportunities and enable account managers to increase ROI.