Advertising With Pin-Point Targeting
Web advertising is an important and distinctly unique piece of an overall web marketing strategy. Web marketing includes many different aspects such as PR, branding, Search Engine Marketing, and Web Advertising.
Although it is just one piece of the overall marketing puzzle, web advertising is an effective way to generate immediate online leads and sales for businesses. We provide comprehensive web advertising services which include planning, implementing, managing, and optimizing Google AdWords campaigns.
Optimizing Search Engine Marketing (SEM) and Pay Per Click (PPC)
Online advertising correlates with other processes such as Search Engine Marketing. Like web marketing, Search Engine Marketing (SEM) can be broken down into individual components including Search Engine Optimization (SEO) and Search Engine Advertising (SEA).
SEM essentially began years ago with the advent of Pay Per Click (PPC) advertisements. These still exist today, and have paved the way for other SEM strategies. PPC campaigns are one of the most cost-effective online advertising strategies because they allow you to target customers who are actively searching for the products or services you sell. We can also combine and analyze information from your PPC campaign to determine which keywords are most effective for your website’s SEO strategy.
Managing AdWord Campaigns
Web advertising campaigns require daily monitoring and analysis to determine how Google displays your ads, what is working, what is not, and where we can optimize your company budget. We begin by implementing your advertising objectives, building out a keyword list, and continually refine the process using updated analytics and metrics to optimize the entire process. We can also use this information to determine whether or not to select ad extensions including location, phone, and site link extensions and to set up relevant landing pages for AdWord groups. Over time, this improves the effectiveness of your campaign and the quality of your leads.
We partner with you to communicate information about your campaign – sharing the good news and the bad, working together to optimize areas of success and understand and address any areas of opportunity. Metrics we analyze include:
- Number of impressions per ad
- Number of clicks
- Cost Per Click
- Bounce rate
- Click through Rate
By reviewing these analytics, we can better understand the larger scope of your campaign, align it with your other online marketing efforts and objectives, and optimize it to a manageable list of effective keywords. This enables us to reduce the cost per click, increase the total volume of clicks, and reduce the bounce rate to improve the quality of interactions customers have with your website.