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Pay Per Click Management

PPC Strategy (Pay Per Click/ Google Adwords):

Pay-per-click (PPC) management means finding the most effective keywords through research and testing that will produce the greatest ROI for our clients and monitoring those keywords so they appear in optimal positions across the major search engines. We have found over the years that in this world of click fraud and low conversion rates that your campaign must be managed daily, weekly and monthly. Otherwise you might be wasting valuable budgeted marketing dollars.

Our Approach

We believe in a human-based approach to PPC bid management. This involves standard research of your keywords according to your industry knowledge, keyword selector tools, the competition, continuous testing, tweaking of creative ads, monitoring of results and acting upon all of the above factors with common sense bids and buys.

Research

Before initiating any PPC buy, the SalemGlobal representative interviews the client for industry knowledge obvious to the client and then continues to test keywords in Overture's Keyword Selector Tool. By understanding the industry target audience and competition, we are able to come up with an effective campaign start.

Testing and Monitoring

As written above in our approach, continuous testing is truly the key to any PPC campaign. We have found that consumer and business behavior can change as dramatically as the weather. Just when you think we have the answer to the most effective campaign ROI, the season can change, the competition might get an infusion of marketing cash or Google can decide to change the rules. There are many factors that can change during the course of a PPC campaign. Various search engines can change the rules, creative ads can lose effectiveness or keywords and search terms can merely lose popularity. Therefore, it is necessary to constantly monitor the results of your PPC campaign, all the way to the conversion.

Without testing and monitoring you could easily be throwing away your money. Scientifically speaking, we set goals and objectives for your campaign and constantly monitor results to determine whether a campaign is cost effective. If not, client and SalemGlobal representative determine together which variables will need to be tweaked in order to reach the desired goals or perhaps cancelled altogether.

SalemGlobal wants our clients, and ourselves, to be on the edge of the latest and greatest. We also want you educated so that whether you are working with us directly, a colleague or your boss you'll be at the top of your game. So we put together a directory for you to find what it is you maybe looking for:

Important Internet Advertising and Direct Marketing Terms

CPM (Cost Per 1,000 Impressions

Advertiser pays for every 1,000 ads viewed. This includes banners and other size graphics. Additionally, this is how many emails and newsletters are sold(per 1,000 people the email is sent to).

CPC (Cost Per Click)

Advertiser pays each time a visitor clicks on an ad. Clicks can be generated through banners, other graphics, text links, popups, etc.

CPA - (Cost Per Action)

Advertiser pays each time a visitor clicks on an ad, and takes some sort of action, whether it is a lead or a sale.

CPL (Cost Per Lead)

Advertiser pays each time a visitor clicks on an ad, and fills out a signup form for something "free", whether it is fee information, a free trial offer, free download, etc. The purpose of this is to introduce users to the advertiser's product or service, provide information, dialogue, and ultimately "upsell" the user to become a paying customer.

CTR (Click-Through Rate)

The percentage of people who click on an ad for every 1,000 views.

CTA (Click-to-Action Rate)

The percentage of people who take action after clicking on an ad.

Creatives

The promotional tools advertisers use to draw in users. Encompasses banners, text links, towers, buttons, badges, email copy, popups, etc. Creatives are essential for generating user interest and response.

Strategic Text Links

Text links which are placed within relevant content of a website. CTR rates on text links can be many times higher than run-of-network banners.

Unique Visitors

The number of unique individuals who visit a site during a given period of time.

Email Drop

Running a solo advertisement to an email list.

Targeted Advertising

Working to place advertising campaigns on sites and content that match the demographic appeal of the ad.

Run-Of-Network

An offer which is available for all sites within the ad network to run.

Call To Action

Used in ad copy to generate user response. Examples include phrases such as "Click HERE!", "Act NOW!", "Join Today!", etc. Good calls to action can help boost CTR rates, and increase the success of the campaign.


SalemGlobal is able to build you the best campaign for your site and your niche. SalemGlobal will increase your sales and profits through its industry expertise in addition to giving you a great looking website that works! If you would like more information on these services contact us today. In addition see a presentation given by Raphi Salem on the Rocket Science of Search Engine Optimization, click here for the PDF file.