 |
Pay Per Click Advertising
"Pay Per Click" (PPC) ads or Sponsored ads can be a complimentary strategy when combined with a successful "organic" optimization strategy. We find that many of our clients will use PPC as a traffic subsidy while the optimization campaigns are taking effect. However, it is crucial to make sure that each and every click to the sites has an effective and overall positive Return on Investment (ROI).
Strategy - Design, Develop, Deploy
The most important part of a successful PPC campaign is the selection of the key words for which you will be bidding on and purchasing. Being able to measure the conversion ratio of these key words will determine if the price being paid is a worthwhile investment. By identifying the most targeted key words we can evaluate the quality of the traffic, track its source, track the conversion ratios and determine if it's a positive ROI for the site.
Another important factor is the design of the advertisement itself and whether the "content statement" is drawing people to click. Testing multiple different content statements is crucial. Treehouse has copyright experts to help create draw phrases. Draw phrases are the few words that fit into your Sponsored Ad box on the Search Engine Results Page.
Next is determining which page on the site will be the "landing page." The "landing page" is where the user arrives once they have click on the ad. Does the user hit the landing page and then immediately hit the back button and abandon the site? How long does the average user stay on the page? Does the user convert to a lead and/or reservation? Many people put tremendous time and effort in the keyword selection only to lose people once they arrive on the site. Treehouse will assist in designing the most effective landing page so that the user is persuaded to take action. Again this can all be tracked and monitored with web analytics.
Testing is our final step. Think of a science experiment in which a base is established in order to test two variables side by side. The same is done when managing PPC. Running two PPC campaigns simultaneously, with one different variable (i.e. a different landing page), will ultimately lead to the most effective campaign. Once one variable is determined superior, the old is discarded and a new variable is tested again with the new "base". There is a constant fine tuning involved in creating a successful PPC campaign.
"Pay Per Click" Management Services
Many clients don't have the desire or experience to design, develop and deploy a successful PPC campaign. A PPC campaign that works in conjunction with an organic optimization strategy will always be more effective because of the synergy of shared information. For example, by monitoring and tracking the results of each campaign, we can see which key words are creating the highest conversions in the PPC realm and then optimize organically for that key word. Treehouse has full time PPC campaign managers designated to manage both short term and long term campaigns. Our Engineers work hand in hand with the PPC managers to monitor and then strategize for both campaigns.
|
|
