Search Engine Marketing Campaign Management

Background

• Almost 8 out of 10 web searches do not proceed beyond the first page of results. The higher your rank, the higher your website traffic. Ranking rules.
• A strong presence on the Internet is a necessary to maintain a competitive advantage, especially in market downturns.
• Search engine optimization and management are proactive methods of ensuring your advertisements are seen by people using search engines.
• Search engines use their own proprietary and highly secretive algorithms to search the Internet and evaluate web pages based on their somewhat predictable albeit secretive criteria. This type of ranking is referred to as an ‘organic result.’
• Often times the search engines organic priorities and the advertisers priorities do not match.
• Organizing a webpage to be easily seen and highly ranked by search engines is a priority. Problems arise when the page the search engine would like to see and the page you would like your customers to see are not the same.
• Changes to your website take time for the search engine to recognize and rank, and because their method of doing this is a tightly held secret, you have no guarantee your changes will help or hurt your rankings.

Pay Per Click Model

• Pay per click (PPC) advertising allows companies or individuals to bid for placement of their ads within search engine results. Those who are willing to pay more can appear higher in the search results. You cannot demand Google rank your pages a certain way with their system of ranking, but you can demand they show your paid ads.
• PPC synchronizes the search engine and the advertisers priorities. You are willing to pay to be seen, they would like to be paid for you to be seen. The more you are seen, the more they are paid. There is no more guesswork about their black box ranking system.
• PPC allows you to select the terms you would like to show your ad with. Each click on the ad is tracked. Every bit of the process is quantified. Every penny can be tracked to the second, the location, ISP, even neighborhood. No large ad spends without any data as to how effective the advertising was.
• PPC ads are highly targeted. The consumer types in the search terms. By definition, they are searching for something related to what you are selling. The ad is not being shown to disinterested parties. There is little or no chance of ‘turning the customer off’ by showing them something they do not want to see.
• PPC ads can be targeted at specific and related demographics and geographic regions. The major search engines will allow you to place your ads on websites partnered with them that share the interests of your potential customers. Instead of broadcasting to an entire city, you can target the customers from that city with interests aligned with the advertiser.
• PPC advertising is time sensitive. The results are immediate, usually within hours in the case of Google. Organic results can take days, weeks, or months to reflect in the rankings. Results are immediate, flexible, reliable, and in large part predictable.
• At the end of the day, the PPC model allows for completely quantifiable and highly targeted ads.

Process

• Take a detailed brief
• Establish objectives/budget
• Establish competition
• Research market
• Build keyword pool

• Landing page is the first page visitors see after clicking on advertisement.
• Market research shows you have 8 seconds before the visitor decides to stay or leave. This time shortens with the technical acumen of the visitor.
• Design and test initial page using latest Web technology and trends.
• Use multiple versions of the same page with slight differences to test effectiveness of layout. This is referred to as ‘multivariate testing’ and is the current state-of-the-art in website tuning.
• The more data collected, the more accurate the page tune becomes.

• Collect name, email, and phone number from visitor through landing page.
• Submit information to database.
• Email containing information is immediately sent to interested parties.

• All leads should be contacted via email and telephone as soon as possible.
• PacSync Customer Relations Management (CRM) software will organize, schedule, and track leads according to department, manager, broker, contact, etc.
• Cull bogus leads, separate valid but non-related leads. (Often times people will enter their information searching for something similar to the product or service being offered, but do not qualify as the ideal match.)
• These leads can be resold.

• Constantly monitor and adjust keyword selection and bids.
• Keep landing page current using latest analysis of traffic data.
• Modify and maintain CRM software to keep up with client and lead demands.
• Identify new ‘web real estate’ to place ads.

Landing Page Development / Tuning
Work with Building Applications to build and tune modern, aesthetically pleasing page that will draw the contact information from the prospective client. The process is iterative and based on data collected over periods of time.
Non-recurring.

Lead Generation
Develop and tune lead database and email generation.
Non-recurring.

Lead Follow up Unlimited use of PacSync web based CRM module, CRM customization, training and support.
Non-recurring.

Monthly maintenance Keyword selection and placement and continued use of PacSync CRM, perpetual landing page tuning.
Recurring.

Monthly Ad Spend
Visibility of ad and traffic volume are directly correlated to ad spend.
Recurring.

All work done outside the scope of a quotation will be billed at $125 per hour. All hourly work must be quoted and approved by client before proceeding.

50% of total quotation will be collected when quote is accepted, with the remainder collected upon successful completion of quoted work.

Monthly ad spends will be collected by the end of the first week for the proceeding month. If service is canceled before the end of the month, monthly ad spend will be refunded on a pro-rata basis for the month.

Conclusion

We have a proven track record of providing actionable leads, and high returns on the advertising investment dollars spent with us. We appreciate the opportunity to provide our service for your business and look forward to a rewarding relationship.