Our approach

Our approach

Our approach to Pay Per Click Campaign Management

When Optimease is tasked with the job of managing a PPC campaign, we tackle it with three key objectives in mind.

  • Increase the level of targeted traffic to the site
  • Increase sales or enquiries
  • Increase ROI

Similar to the way we approach SEO we break the process down into phases.

Phase I – PPC Campaign Setup

Once we have established your exact needs, we can then set up the campaign itself. This will take account of budget and campaign expectation and will allow us to develop a strategy to decide which search engines will be most appropriate. We have experience in running campaigns with all of the major search engines.

KEYWORDS

Probably the most important element of any campaign, keyword research is a science. This is what some horse racing enthusiasts may class as ‘studying form’ – but don’t worry, we’re not going to gamble with your campaign budget.

Sometimes the most obvious phrases can yield the smallest results, so it’s essential that zero guesswork is used when identifying what will or won’t work.

Like any product or service, you are always looking to reduce the cost from your suppliers. PPC works in a similar fashion: always aiming to reduce CPC (Cost Per Click). By consistently improving keyword targeting, we can significantly reduce what you pay, thus reducing cost and increasing ROI.

This process never stops and runs through the core of any well-managed campaign.

Give us a call and we’ll give you a few tips.

CAMPAIGN STRUCTURE

We’ve researched your initial batch of keywords, now we have to group them effectively. This is especially relevant when we decide what the content of the ad will be. Remember, we only have a limited amount of characters to work with, so this ‘grouping’ process will allow us to create ‘keyword rich’ ads, maximise impact and broaden your audience.

LANDING PAGES

You wouldn’t travel to see the Great Pyramids only to look at the sand.
The same applies for running PPC campaigns. We’ll make sure that the destination page is as relevant to the purpose of the ad as possible – all part of increasing ROI.

ANALYTICS INSTALLATION

PPC Management is a pretty even split between analysis and implementation. That’s why we integrate a nifty tool, which allows us to monitor campaigns at a truly advanced level.

PPC Campaign Delivery

This is where the fun begins, and the challenge really starts. Phase I has enabled us to basically set up the bones of the campaign. It gives us a place to start; after that it’s about monitoring and implementation. Typically, this includes:-

  • The development of ad variations
  • Adjusting bid amounts and bid rules
  • The development and tweaking of landing pages
  • Keeping an eye on competitor keyword bids
  • Monitoring keyword performance and changing them accordingly
  • Regular submission of reports to you – the client

Let us use our experience to get the best value from your budget.

A little know how goes a long way. A lot of know how goes all the way.

Call us today for an informal chat.