Pay Per Click Management by Orlando Search Engine Marketing

The OrlandoSearchEngineMarketing.com approach to Pay Per Click Marketing…..

Stage #1 Improvement Of Quality Scores

Quality scores are relevancy score that google gives an add compared to the keyword that the ad is targeting. Google Adwords and other large search engines use a constantly evolving algorithm to determine what an adverstisers Cost-Per-Click (CPC) and Ad Positioning will be. Essentially, the higher the quality score, the less an advertiser has to pay to get top search positions, and the more the ad will be shown. This has a direct impact on an adverstisers Return on Investment for a given advertising budget.

The most important factors in achieving a high quality score are the following factors:

• Landing Page Quality And Relevancy
• Keyword Being Bid On
• Ad Group And Campaign Set Up
• Ad Copy Of A Particular Ad
• Click Through Rate
• The Relevancy Of Your Keyword To The Rest Of Its Ad Group
• Click Through Rate Of Your Entire Adwords Account
• Click Through Rate In Search Results
• And Several Other Smaller Contributing Factors We Keep A Secret…

OrlandoSearchEngineMarketing.com has developed proprietary strategies to aimed improving each of the determining factors of a campaigns quality score in the eyes of search engine algorithms. From landing page optimization, to proper campaign structure, have an expert who understands the intricasies of PPC will increase your Return on Investment substantially.

Though ad content networks are rated differently, for novice users, the main points still hold true.

While we utilize a cost per conversion metric with clients who have decided to have OrlandoSearchEngineMarketing.com also increase their onsite conversion factors, in the case where we are controlling strictly PPC, we measure success in terms of increasing search volume while increasing Return on Investment. This can also be measured in terms of lower cost per action. It has been proven that raising a campaigns quality score is the most effective step towards increasing volume without a large increase in cost.

In order to improve on volume and CPA/ROI metrics, we need to acquire more traffic without a significant additional cost. This requires us to maintain our keyword ad rankings yet decrease the average CPC at the same time.

Stage #2 Keyword Triangulation Management

Senior Search-Engine Marketing Consultant, David Wolf, has employs a PPC advertising method known as triangulation. Through this unique and sophistocated process, many of the ineffective pitfalls of traditional PPC marketing are removed. The two main implications of this are a drastic decrease in unwanted halo keyword trigger, (the trigger of a similar term that is only a broad match to the term you wish to target i.e. you are targeting blue vintage ferrarri, and blue 2007 ferrari modena triggers your expensive ad.)

This strategy is night and day when compared to what most Adsense users attempt to use. This becomes especially apparent when you are in a highly competitive market where other marketers have wised up and are beginning to become better advertisers or have already hired a firm to manage their PPC.

Triangulation ensures that only the keyword phrases being targeted are triggered and trackable. This leads to data noise and more realistic conversion metrics. This in turn leads to much more efficient campaigns and increased ROI.

Stage #3 Research And Testing

Sadly, many marketer simply go into google adwords tool type what they think they should be targeting, pick several words, write an ad and begin marketing. Unfortunately this is a terrible and highly ineffective way of advertising. Through out the PPC process, OrlandoSearchEngineMarketing research to find the keywords that will have the highest ROI. Additionally, we use split testing to continually improve the performance of our ads. It is this combination of testing and research that allows our results to continually improve over time.

Stage #4 Utilizing Multiple Networks

While Google Adsense is by far the large PPC market available, many are not aware that the conversion rates on several other networks are much higher. MSN Adcenter for instance has a considerably higher conversion rate than Google. The catch is that  the market is much smaller. Using skills and tools available to OrlandoSearchEngineMarketing, we are able to capitalize on the high conversion of smaller networks while still benefitting from the market size of Google. This also ensures that all your traffic is not coming from one place should an issue arise with Google.