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| Pay-Per-Click (PPC) Campaign Management |
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Growing
in popularity as an online direct marketing tool is pay-per-click
(PPC) advertising. As a web site owner, you bid on specific search
terms, where the larger the bid will result in your ad appearing higher.
These sponsored results are typically found on the top and side of
major search engines such as Google, Yahoo! and MSN. When that ad
is clicked, you pay the bid amount.
The major players such as Overture and Google build relationships
with other web sites in addition to their own. Sponsored results will
appear on those partner networks as well. The industry is enormous,
growing and anticipated to reach over $3billion in 2005.
Benefits of PPC campaigns are quite obvious - it allows you to find
targeted customers with a pre-defined budget. Using the proper tools,
you can also determine very definitively the return on investment
(ROI) of the campaign. The pitfalls are equally as apparent - With
search terms costing as much as $50 per click, budgets can be exhausted
very quickly.
The execution, on the other hand, can be overwhelming if you want
your program to succeed. It's a time consuming process that requires
a strategic approach to both implementation and analysis. Based on
a client's needs Virtual Solutions will recommend the following steps:
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Step
#1 - Keyword Discovery and Analysis -
Research, analyze and develop a complete list of potential keywords
to attract customers. |
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Step #2 - Budget
and Test Plan - After review
of keywords, Virtual Solutions will work with you to establish
a budget and create a test plan. At this point we will develop
attractive ad titles and copy, review and revise/create landing
pages (if necessary) and design an A/B ad testing strategy. |
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Step #3 - Bid Monitoring
- Virtual Solutions will constantly
monitor your bid prices to maintain positioning, while not exceeding
the budget. We will also identify bid gaps, situations where
you can lower your bid without losing position, a great way
to maximize your ad spending. |
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Step #4 - Analysis of Test Plan
- Critical to the success of any marketing program is the full
analysis of its effectiveness. PPC provides the immediate opportunity
to do so. We can determine click-through-ratios, terms generating
the desired outcome, copy effectiveness and other customer behaviors. |
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Step #5 - Program Rollout
- Based on learnings from the test plan,
Virtual Solutions will recommend a full rollout of your PPC
campaign. Just as with the test plan, we will continue to monitor
your ROI to improve its effectiveness over time. |
Overall, PPC can play an important role in
online marketing activities due to its ability to drive traffic immediately
to any web site. Although it has been shown that organic results deliver
more quality traffic, these campaigns can be a strong approach until
an organic optimization plan takes hold.
If you are interested in learning more about
how Virtual Solutions can help with your Pay-Per-Click
Management efforts, contact us for
a free
consultation. |
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| The Most Popular PPC Search Networks |
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| According to Google, The
Google Network is the largest online advertising network available,
reaching over 80% of 30-day US Internet users. Ads will reach affiliated
networks such as AOL, Ask Jeeves, Netscape and AOL. |
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| Recently purchased by Yahoo!,
Overture is a prominent PPC player. Their results appear in sponsored
listings on Yahoo!!, MSN, Excite, Altavista and others. |
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| As one of the smaller PPC
players, findwhat's network has a smaller reach than Google and Overture.
Partners include CNET’s Search.com, Excite, Webcrawler, MetaCrawler,
Dogpile and Microsoft Internet Explorer Autosearch |
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| LookSmart partners include
a number of national and regional Internet Service Providers (ISPs),
as well as major Web portals and search engines. |
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| Kanoodle provides advertisers
the ability to leverage text-based, cost-per-click sponsored links
distributed on networks of high quality search and content providers,
including MarketWatch.com, MSNBC.com, USAToday.com, CNET's Search.com
and the InfoSpace search properties. |
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