Automated Pay Per Click

Описание: Tracking- Basic analytics tracking and conversion tracking codes for PPC will be provided, and can be installed by Clickable as needed. Proper tracking is essential to our success and we will work with your team to ensure it is accurate. We will want to specifically monitor all relevant conversion points, which should include a lead generation form and a newsletter sign up form.
Keyword Selection- Keyword selection is key to the success of any PPC Campaign. We believe in a very comprehensive long-tailed keyword approach, as it has a positive effect in both reducing costs per click and increasing relevance. The more general terms will need to be bid slightly lower since the conversion rates will be lower.
Competitors- We also propose specifically targeting competitors’ names as keywords. Branding is very strong in your vertical market, and any time we have a competitive advantage, we want to target the competitor’s name for highly relevant clicks. For this practice to be effective, we will need well-composed ads and high quality landing pages.
Quality Scores- Since high quality scores are so vital to the success of the account, we regularly review quality scores and restructure campaigns with that in mind. We anticipate having dedicated search, display network and remarketing campaigns. We anticipate that each of the search and display campaigns will have dozens of ad groups of tightly knit keywords for optimal quality scores.
PPC Match Types- We recommend focusing on more exacting match types. For the most part, we can avoid broad matched keywords, except where a keyword has proven to have exceptionally low conversion costs. We will instead focus on modified broad matched keywords, phrase matched keywords, and exact matched keywords, with higher bids on the more exacting match type. We will be able to accomplish several things with this methodology. First, we will be better able to micromanage bids, since the exact matched keywords are likely to convert better than the broad matched keywords, and deserve more aggressive bids. More importantly, when Google sees that a keyword is present three or four times in different variation in an ad group, the relevancy between the keywords goes way up. That tends to lead to higher quality scores, which in turn lowers our CPCs.