Effective cost-per-click advertising

The complete set up and management of paid keyword campaigns consists of the following:

I. Develop a large list of pertinent keywords.

The keyword list we generate for your campaign will initially number between 50 – 100 keyword phrases. This number will grow into several hundred as we actively manage your campaign.

The list of keywords will also contain phrases that compliment your service or product. For example, a hotel owner would benefit from keywords related to hotels, such as "vacation," "water park," or "casino," because people who are seeking out recreation will probably be looking for a place to stay as well.

In addition to targeted phrases, the keyword list can also include keywords related to your competitors. When someone searches for them, an ad appears highlighting your company, which encourages the customer to visit your site instead.

We will also set up a negative keyword list so that your ads don’t appear when certain words or phrases are searched for.

II. Use the keyword list to create a campaign in Google AdWords, applying our unique knowledge to write effective ads for each keyword phrase.

Research shows that ads are more successful—have a higher click through rate—when they are written to match the specific keyword that triggers it. It would be easy to write one ad and apply it to one hundred different keyword phrases, but the click through rate would be poor. When people search for a phrase, they are looking for the most perfect match.

III. Actively Manage and Optimize the Campaign

We begin managing your account by creating two or three distinct ads for each keyword based on initial search volume (that’s between 100 – 300 ads to start) and monitoring the click-through and conversion rate of each ad. Once a statistically significant data set is complied, we will keep the best performing ads for each keyword phrase, shut off the under performing ads, and then write new ads to compete against the winners. This is a process known as ad optimization, which constantly produces higher quality ads, thus continually increasing the click through rate. As we actively optimize your ads campaign-wide, the number of visitors to your site increases. And as an added bonus, the higher we get your click through rate the less Google will charge you per click.

We will actively monitor and adjust your keyword bids in order to maximize ROI within the given budget.

In addition, we also monitor ad bounce rates to determine the effectiveness of each ad, keyword phrase, and your website. This includes performing keyword query analysis in order to add any appropriate words and phrases to the negative keyword list.

IV. Manually import into MSN AdCenter and Yahoo! Search Marketing

Once your robust Google AdWords campaign is set up and performing nicely, we will manually import the keyword phrases and ads into both Yahoo Search Marketing and MSN AdCenter, thus reaching 97%+ of all Internet searchers.

We then monitor and actively manage all three programs in order to receive the highest ROI possible.