Paid Search Marketing can deliver astonishingly cost-effective traffic with a high-propensity to transact.

Paid Search Marketing, also known as PPC, pay-per-click or AdWords refers to the text ads (sponsored links) which appear above and to the right of the natural listings. A fee is charged whenever someone clicks on these ads.

Paid Search has the benefit of almost guaranteeing you visibility for you chosen keywords, however this can come at a high cost. With Paid Search you typically pay when someone clicks on your advert in what is referred to as a cost-per-click (CPC) model. If you are bidding on a high volume term for a high value product e.g. ‘new car offers’ you could expect to pay upwards of $5 per click.

Paid Search (PPC) is useful to fill in the gaps where you have not being able to get visibility in the natural search listings. Often companies will still bid on terms where they do appear in the natural listings as multiple adverts can improve conversion and because although they might appear in the natural listings today they may not tomorrow.

Paid Search (PPC) advertising is relatively easy to set-up and manage. They key is structuring your campaign is a way it makes sense to you and is easily manageable. It can be time intensive as you will likely have multiple adverts for the same keywords and you need to ensure whatever message or offer you are promoting is effectively re-enforced on your website.

With PPC we track every cent spent with the major search engines such as Google, Yahoo and MSN, and provide you with the reporting you need. We’ll work with you, providing specialist advice.  We’ll help develop a profitable PPC campaign that will:

  • Improve your click-through-rate (CTR)

  • Increase revenue and orders/leads

  • Lower your cost per acquisition (CPA)

  • Boost your ROI

Both natural search and paid search should be integrated to ensure that they work together to optimise your search engine marketing investment and maximise your online visibility. Furthermore, it’s important to manage affiliates’ activities in Paid Search.

How we can help

Before we start, we focus on what counts – your objectives. Are you trying to engage, sell, encourage interaction, or simply drive traffic? These objectives are then translated into a full campaign brief. Campaign structuring enables us to control themed keyword groups with individual decisions based on landing-pages, ad copy and, of course, bidding strategies. Specifically, we can assist with:

  • Building a keyword list and structuring your campaign in a sensible way.

  • Implementing your campaign on multiple search engines.

  • Copywriting – our team are adept at creating arresting search ad copy based on user intent.

  • Daily bid management – a daily programme of monitoring keyword cost, conversions and ROI.
  • Constant optimisation – by constantly testing, evaluating and measuring each element of your search marketing campaign we can achieve significantly higher returns over a period of time.

  • Through-to-order tracking – Providing complete transparency and accountability, our reporting enables us to make informed decisions based on your ROI.

For more information on our Paid Search Marketing services, call or email us: 09 889 8020 or search@steer.co.nz

See also: Top 15 Tips for effective Paid Search Marketing >>