KEYWORD RESEARCH

The first step of any campaign is keyword research. Using top industry tools, we gather data on hundreds of potential keywords, measuring not only the popularity among internet users, but also the level of competition for each keyword or phrase. This lets us estimate how much potential keywords will cost as part of a PPC campaign.

Based on your budget, we can then decide which keywords will deliver the most bang for the buck. Often a long-tail approach is taken towards keyword selection, which not only helps control the budget, but also delivers more paying customers than the more generic, and more expensive, keywords.

CAMPAIGN STRUCTURING

The possibilities are endless when it comes to structuring a PPC campaign. The best approach is to structure your campaign based upon the keywords that your customers are using. This means taking the popular terms and creating ad groups around them, writing ads that are specific for each keyword. For instance, let's say you want to use the keyword, "PPC Consultant." You would then create an ad group named PPC Consultant and write ad copy that includes the term, "PPC Consultant." You would do the same for each popular keyword in your campaign. Creating a campaign this way is a lot of work, but it produces the best results.

Choosing the right landing page for each keyword is also vital. Not every keyword should lead to your home page. In fact, very few keywords should lead to your home page. Once a potential customer lands on your website, you don't want to have them digging around, looking for the right page. Creating ad groups for each keyword allows you to direct customers to the right page, right away.

A-B Split Testing

With A-B Split Testing, we produce several ads for the purpose of testing them against each other. This way, we can see which ads are continually performing the best. We use and improve those ads while deleting ads that don't perform as well. Your campaign is continually improving, no matter what the competition is doing.

Keyword Testing FOR SEO

One of the biggest benefits of PPC campaigns is that they allow you to test Conversion Rates for different keywords. When implementing an SEO campaign, testing with a PPC campaign can save months of work and thousands of dollars.

For example, let's say we want to optimize for either "ppc consultants" or "ppc management service" but we aren't sure which keyword is going to be better for us. With a PPC campaign, we can test the keywords against each other, measure the results and then implement the best keywords into our SEO campaign.