The purpose of this phase is to determine which keywords to bid on. Aside from increasing leads and traffic almost immediately, a PPC campaign serves as a litmus test to help you decide which keywords you should use in your search engine optimization campaign.

The first step in your PPC campaign begins with a timeline and budget with which to gauge the success (or failure) of your campaign. Conduct a PPC campaign to test the conversion rate of your chosen keywords weeding out the best ones for your search engine optimization campaign. Don't guess which keywords best fit your product or service – know. Targeting for the wrong keywords wastes time and decreases your ROI.

Some questions to ask yourself before you begin your campaign:
1. What are you goals, both long and short term?
2. How will they be tracked?
3. What is your target audience?
4. Who are your PPC competitors?
5. Have you done any research to determine which keywords you want to use?

 


The purpose of this phase is to design a pay per click strategy based on the long and short term goals your defined in the discovery phase.

There are many pay advertising models available. Picking the right one depends on your target audience, your product or service and of course, your budget. Online advertising guarantees you immediate exposure and potential leads. Picking the service that fits best with your goals will help build a PPC campaign that will generate the best results.

Pay per click campaigns can be categorized into two major categories: sponsored (or keyword) match and content match. Sponsored matches are the links which appear on the search results page (usually the top and right hand sides of the page) whereas content match campaigns advertise on the websites themselves. Unless you have the data to suggest otherwise, we recommend you begin with keyword match PPC campaigns.

 

The purpose of this phase is to refine and apply the data collected from phases one and two, to get the most bang for your buck.

Looking at the data – who is clicking on these advertisements, where are they located, what times are you getting the most clicks – allows for further customization of your PPC campaign. You not only need to advertise at the right place and the right time, but you also need to grab their attention with the right message.

When someone does a query in a search engine, they are looking for something specific. You need to send a message which speaks to them, which piques their interest. This will greatly increase your chances of converting them to a customer.

Another thing which needs to be tweaked is the landing page – the page where the visitor goes after clicking on you PPC ad. Is this page related to the keywords searched? Is this what the person was looking for? Not everyone will go to your home page first, nor should they. People want to find what they're looking for on the landing page. They don't want to have to fish through your website to find what they're looking for. These landing pages should also have some call to action on them; for more information call, buy it now, save 20% with this code, etc. In most cases, new landing pages will need to be created to cater to your advertisements.

Tracking your conversions – converting from visitor to customer – is vital in your pay per click campaign. If you don't know where your conversions are coming from, how do you know where to invest your time and money? How do you know it's working? StrategyNode tracks your conversions from day one, making sure you know where to focus your efforts.

 

This phase is where we launch and monitor you pay per click ads, some of which show up immediately, others take 3-5 business days before they are approved. Where possible, it's best to modify the descriptions, titles, and landing pages to maximize advertisement click-through and site conversion.