Friday, July 26, 2013

Pay Per Click Advertising

Pay Per Click Overview

Pay Per Click or PPC mar­ket­ing is still one of the most pop­u­lar meth­ods when it comes to dig­i­tal ad­ver­tis­ing. PPC mar­ket­ing has been proven to bring in lots of traf­fic to a web­site with lit­tle in­vest­ment and risk. The risk is min­i­mal be­cause not only do you con­trol your bud­get but you’re go­ing to be us­ing key­words and/or key­word phrases that you cre­ate in your PPC mar­ket­ing cam­paign.
When it comes to us­ing a PPC mar­ket­ing cam­paign you can ex­pect to not only save money on this type of ad­ver­tis­ing, but you can also ex­pect to see a higher re­turn on your in­vest­ment (ROI). As time goes by there are changes that are go­ing to need to be made to your PPC cam­paign so that it stays both true and cur­rent. Con­tact us now for more in­for­ma­tion.
Plat­forms Ser­viced: Google Ad­words, Face­book, Bing, Ya­hoo 

Adwords Campaign Attributes

  • Multivariant Testing (A/B Testing)
  • Keyword Development and Generation
  • Landing Page Creation and Optimization
  • Return on Investment Tracking
  • Quality Score Optimization > 5
  • Advanced Automated Reporting
  • Multiple conversion tracking
  • Automated Bid Management
  • Cost and Conversion Forecasting
  • Conversion Metrics
  • Automatic Budget Management
  • Unique Seasonality Decisioning
  • Long Tail Term bidding
  • Automated algorithm bidding
  • Cost per click (CPC)

Pay Per Click Ideology

Experience, Innovation, and Presentation are the three pillars of success for your pay-per-click marketing campaigns and Lechlak has a strong foundation in all three. Contact us today to see how our PPC managers can grow your business.

Our PPC Management Methodology

Hir­ing Lech­lak puts your com­pany in a unique po­si­tion to achieve re­sults to­day while hav­ing cam­paigns de­vel­oped for fu­ture goals. Suc­cess­ful PPC man­age­ment ser­vices re­quire that the agency has a full un­der­stand­ing of the client’s busi­ness model and fu­ture im­ple­men­ta­tions so that the brand of your com­pany grows ex­po­nen­tially.
Be­fore we even con­sider be­gin­ning the analy­sis stage of any cam­paign we talk with our clients to gain an un­der­stand­ing of their busi­ness and iden­tify spe­cific goals us­ing data de­rived from past cam­paigns, prod­uct mar­gins, sea­son­al­ity, and com­pet­i­tive en­vi­ron­men­tal fac­tors. We dis­cuss your time­line and es­tab­lish ex­pec­ta­tions based upon that time­line, bud­get, and com­pe­ti­tion for goals. Once Ad­word goals and ex­pec­ta­tions are set we move on to the fol­low­ing:

Pay Per Click Process


Analysis & Discovery/ Planning & Strategy

We re­search all el­e­ments of your busi­ness and ag­gres­sively en­gage with your team to learn every­thing about your com­pany: his­tor­i­cal ad­ver­tise­ments, cur­rent and fu­ture goals, cur­rent po­si­tion in the mar­ket­place both on­line and of­fline, sea­sonal trends, and me­dia pres­ence. Sec­ondly, we do com­peti­tor re­search ex­am­in­ing your com­pe­ti­tions’ key­words, ads, and land­ing pages to help us dif­fer­en­ti­ate your place within the paid search realm. We want you rank­ing bet­ter with­out pay­ing an ex­u­ber­ant amount. There are sweet spots that we can tar­get rather than the de­cep­tive num­ber 1 spot which nor­mally costs a con­sid­er­able amount more be­cause every­one wants to be num­ber 1.

Keyword & Competitive Research

Lech­lak’s Ad­word and PPC Strat­egy per­forms a com­pre­hen­sive key­word analy­sis across all of the ma­jor search en­gines ( Google, Ya­hoo, Bing, Ask ) us­ing ex­pert key­word re­search tools avail­able. We dis­cover the key­words which are more likely to con­vert to sales or leads and op­ti­mize ac­cord­ing them ac­cord­ing to your PPC cam­paign goals while main­tain­ing a tight bud­get. We also look for key­words that are a phrase or short sen­tence also known as a long-tail key­words have high po­ten­tial to bring tar­geted cus­tomers to your web site. Long-tail key­words are of­ten ben­e­fi­cial to tar­get be­cause of re­duced cost and ef­fort that it takes to gain a bet­ter rank­ing.


Based on our re­search and your di­rect in­put, we de­velop a holis­tic strat­egy which in­cludes key­word de­vel­op­ment, ad­ver­tise­ment cre­ation, con­tent cre­ation, in­for­ma­tion ar­chi­tec­ture, op­ti­mized cam­paign struc­ture, and land­ing page cre­ation and op­ti­miza­tion. Each of these el­e­ments is strate­gi­cally de­vel­oped so that dur­ing the course of your cam­paigns we can make in­formed busi­ness de­ci­sions to bet­ter al­lo­cate funds dri­ving a higher ROI and im­proved leads. This is where we de­velop our AB mul­ti­vari­ate test­ing so we can ef­fec­tively make changes based upon sta­tis­tics found in Google An­a­lyt­ics.

Set Up & Deploy

Lever­ag­ing in­tel­li­gence gath­ered dur­ing analy­sis, we move on to re­fin­ing key­word lists, cre­at­ing ad­ver­tise­ments, gen­er­at­ing a cus­tom strat­egy for Ad­words, Bing, or Face­book cam­paign struc­ture, key­word bids, in­for­ma­tion ar­chi­tec­ture, and dis­tri­b­u­tion chan­nels in­clud­ing search queries, search net­works, and dis­play net­works. Af­ter an ex­ten­sive QA process where we ad­just cam­paign set­tings and test the cam­paign track­ing mech­a­nisms we have put in place: Google An­a­lyt­ics, Hub­spot an­a­lyt­ics, con­ver­sion track­ing, goal track­ing, and event track­ing,  we push your cam­paigns live.

Optimize & Refinement

The core of any paid search cam­paign will be its flex­i­bil­ity to test, re­fine, and op­ti­mize re­sults within a time­line that is more rapid than any other medium. Your changes can be re­flected within min­utes to hours de­pend­ing on the mod­i­fi­ca­tions per­formed. With on­go­ing re­fine­ment, your cam­paign will re­ceive daily nim­ble changes to more com­pre­hen­sive ac­count trans­for­ma­tions dur­ing the life­time of your cam­paign. Us­ing the cam­paign goals, per­for­mance data, and test­ing re­sults we are able to ap­proach each ad­just­ment as an in­formed busi­ness de­ci­sion to reach your fu­ture goals. These de­ci­sions can im­pact every­thing from key­words, key­word bids, land­ing page de­signs, or ad group bud­gets. The com­pre­hen­sive op­ti­miza­tion process is an on­go­ing pur­suit through­out the life of the Ad­words, Ya­hoo, Bing, or Face­book cam­paign. Dur­ing this time we will be con­cur­rently mon­i­tor­ing, test­ing and re­fin­ing all el­e­ments of the cam­paign.

Why Buy Traffic with PPC?

The abil­ity to pur­chase traf­fic and trans­late that into leads with lit­tle start-up costs makes PPC search en­gines the per­fect means to use on short run cam­paigns for we­bi­nars, niche mar­kets, sea­sonal traf­fic, and tight dead­lines. You also can use pay per click ad­ver­tise­ment s for:
  • the ability to turn the traffic off once a particular campaign is finished,
  • calculating return-on-investment through defined reporting mechanisms
  • generating traffic without substantial web site modification, if any