People are searching for answers and solutions, do you have skin in the game?
You've just launched a new product (or maybe even a new brand!) and all of your content is well written, your website is fast, the prices are right and the sales team is ready but... no one is showing up.
Now more than ever, it’s important for businesses to invest in Paid Search (PPC) marketing to grow their digital presence. We can help you cut through the technical jargon of getting started or help to optimize existing campaigns where you may be wasting advertising budget on useless keywords and poor campaign structure.
Paid Search services we offer:
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Consultation services
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Marketing landing page creation and optimization
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Keyword (and negative keyword) list identification
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Semi-dedicated channel and platform management
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Initial platform and account set up
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Platform auditing (which leads to optimization priority identification)
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Bid management
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Campaign creation and ideation
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Strategy development and integration
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Competitor analysis
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Platform reporting and analytics
Paid Search aspects we specialize in:
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Paid Search consultation
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Paid Search platform optimization (Google Ads & Bing Ads)
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Paid Search messaging and brand voice positioning
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User surveys and persona development
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Paid Search strategy for specific projects (a tactical approach) and company-wide (a strategic approach)
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Conversion Rate Optimization (CRO)
Keeping it Simple From the Start
Audit and Analysis
The first step will always be taking a close look at your brand’s most important products and revenue streams. We ask the tough questions like “Who is the ideal customer?” “Where are the bottlenecks?” and “Where are you currently winning"?”
Definition of Goals
To define growth, you need to have solid goals to track success against. Paid Search (PPC) advertising is a competitive landscape. Knowing what you need to focus on is half the battle. Defining goals helps to keep projects on track when traffic ebbs and flows.
Making it Happen
Campaign structure, negative keyword lists, competitive analysis, unique and optimized landing pages, and creative writing are just part of the process needed to secure return on investment for your Paid Search strategy. This is where we shine.
Paid Search Basics
1. Paid Search is the "paid" ads at the top and bottom of the search engine result page
2. Paid Search success is determined by bid amount, quality of the ad, quality of the landing page (and overall site experience), and has its own unique "ranking" algorithm
3. Paid Search is oftentimes part of a larger branding and marketing strategy to drive consideration as well as the conversion phase in the sales funnel
4. Paid Search marketing is effective because it allows you to target specific audiences within your niche using tools available within their respective platforms
5. Paid Search can increase traffic to your site or other web properties through brand awareness campaigns
6. Paid Search helps to control the messaging of your brand at key moments during the prospect's customer journey
7. Paid Search benefits greatly from SEO (they go hand-in-hand)
8. Paid Search is different from the "free" links you see elsewhere on the search results page
"Paid Search" is a term marketers use to describe the process of bidding on advertising space in search engine result pages to activate text advertisements for specific queries (aka "keywords"). These paid listings will often be found at the top or bottom of the search engine results page and will display a badge that may say "AD" or "Advertisement".
Important: As an advertiser, you only pay the advertising platform (eg. Google Ads) if your ad is actually clicked on.*
*Depending on the market place
A Paid Search (or PPC) consultant is an external business or individual who specializes in Paid Search strategy and solving problems. A Paid Search consultant will identify areas for improvement and provide a roadmap for success. They'll also help you set goals and answer any questions you might have about implementing them.
As with any other consultant service, Paid Search consulting is intended for those who have the time and resources available to implement the solution. A Paid Search consultant helps you set up your paid search campaigns, provides advice on best practices, answers any questions you may have, and offers support for any issues you may encounter. A Paid Search consultant will not generate campaigns, conduct keyword research, write any content, outline a schedule, or provide reporting or analytics; they will just advise you on how to do these tasks yourself.
Paid Search management involves a more comprehensive approach to Paid Search, which includes strategy, keyword list creation, content creation, list segmentation, audience identification, planning, scheduling, and reporting. A common way for companies to handle this is by hiring an in-house marketer because your Paid Search resource will know your company culture, overall business goals, and brand voice well.
However, because businesses often run into the issue of having to dedicate resources to hire a full-time Paid Search manager, an outside partnership is beneficial to save on salary costs associated with this initiative.
If you're not sure whether or not to invest in Paid Search services, you might want to consider the following:
People utilize organic search (like Google and Bing) to find products and services multiple times a day. Turning to a search engine for help is often at the crux of a user's customer journey. Unfortunately, a brand may not rank organically for certain terms ("keywords") they would want to be found for, ultimately losing out on sales and brand awareness. Paid Search advertisements, however, can help to drive traffic via paid listings instead of waiting to (hopefully) rank organically.
Important: SEO efforts and Paid Search efforts go hand in hand. In many cases, solid SEO practices paired with Paid Search campaign structure will alleviate costs for your paid campaigns; helping to drive higher returns on investments.
Having Paid Search advertisements in place for a product or service is an absolute game-changer for businesses looking to make sales (B2C) or acquire new leads (B2B). When running Paid Search advertisements, adopting a holistic marketing strategy that includes exposure in other areas like social media marketing and display advertising will set you up for success when it matters the most.
With granular control over your online marketing performance, search advertising enables you to reach targeted customers based on multiple dimensions, including device, time, location, and keywords. It is increasingly more and more important to combine web analytics data and organic search data to drive effective Paid Search campaigns. We can help in all of these areas to make campaign targeting smooth and effective.
The utilization of AI features in paid advertising platforms like Google Ads and Bing Ads helps to meet potential customers and brand advocates at the correct time with the correct brand positioning. Paid Search helps to drive brand messaging when customers are searching for answers to their pain points. This marketing channel is unique in that it has the capacity to drive human-centric messaging at points of frustration in a user journey, helping to position brands as solutions providers and company awareness.
Paid search (unlike Display Advertising) is unique in that as an advertiser, you do not pay for ads that people do not click. This means that by simply running Paid Search ads, you may expose your brand name and messaging to thousands of people, even if you don't pay for any clicks. (To be sure, the goal here is to ultimately drive clicks, thereby traffic and subsequent conversions). We can help you with developing a brand awareness campaign to maximize both impressions and traffic acquisition.