If you already have a significant investment in your website, it makes sense to have a professional organisation manage your online marketing and advertising programs, so you realise you website investment overall.
Our expertise covers all levels of business strategy, marketing, usability, information architecture and technical delivery to ensure you gain maximum returns on your website and online advertising programs.
How does online advertising work?
The most common form of online advertising is pay per click (PPC) advertising used on search engines such as Google, Yahoo! and MSN.
In it's most basic form, the system works by bidding on keywords your target market will type in the search bar when they are looking for a product or service. When a user types a keyword query matching one of your keywords, your ad appears on the search results page. These ads are called "sponsored links" and appear next to, and sometimes, above the natural search results on the page. You only pay when the user clicks on the ad. So no click, no cost.
The bidding process is competitive and sophisticated as many online advertising management companies utilise automation technology that will validate the best terms used, their value and the potential opportunity to gain successful bidding rights. We also leverage one of these sophisticated systems to ensure the best results from your advertising program.
How do we manage your online advertising campaign?
Step 1: Project Brief
- What is your budget?
- What is your paid search timeframe?
- What are you promoting?
- What action do you want end users to perform when they click through to your site?
Step 2: PPC Strategy
Based on the initial briefing we create a strategy that addresses the following criteria:
- What keywords should we use?
- Which Search Engines should we use?
- Which audience segments we will target?
- What are our success measures?
- How we will optimise the program and on what frequency?
Step 3: Visitor conversion analysis
Based on your campaign objectives we consider the suitability of your site’s current pages to be the landing pages for the campaign, or we can assist with the creation of customised landing pages (if required).
Step 4: Text ad copy creation
Following the keyword study and strategy planning we create specific text ads for the finalised keywords to ensure maximum visibility and Click Through Rate (CTR). We also create attractive ad copy, specific to your audience needs, which increase the probability of a click from the search engine traffic or XML feed.
Step 5: Campaign set up & management
The next step is to create the campaigns and continue to monitor it for optimum results, adjusting keywords, bids and ad copy during the campaign.
We can provide a tailor made solution for your business - just ask us.
