Pay-Per-Click Management
Optillion’s expert pay-per-click management ensures that every pay-per-click (PPC) campaign that it manages achieves, and maintains, its optimal performance.
Pay-Per-Click Bid Management
Key phrase selection and bid management for a PPC campaign require an entirely different approach from key phrase selection for search engine optimisation. Every visitor attracted to a site by search engine optimisation is beneficial, however slim the chance of conversion, whereas with pay-per-click advertising each visitor is ‘bought’, the price being the click-through-cost (CTC) associated with each trigger key phrase. Pay-per-click bid management requires sufficient statistical data relating to the financial performance of individual products to calculate a maximum bid amount for each key phrase which will produce an acceptable rate of return on investment (ROI). The advantage of a systematic approach to pay-per-click key phrase selection is that it highlights the most effective key phrases, which tend naturally to fall towards the lower end of the bid price range and to achieve high clickthrough rates. This paradox, whereby some of the most pertinent key phrases are also the least expensive, is the result of the majority of pay-per-click advertisers concentrating on less specific, but high traffic key phrases. Successful pay-per-click bid management means swapping an emotive approach for a scientific one; the resulting target key phrases may not be as expected, but they will be key phrases capable of generating the maximum profit for the business.
Pay-Per-Click Campaign Monitoring
In the initial phase of a pay-per-click campaign, performance monitoring needs to be both thorough and frequent. Rigorous key phrase selection and bid management form the basis of a successful pay-per-click campaign, but fine tuning will be required based on the actual performance of individual key phrases and their counterpart advertisements. The campaign needs to run for long enough to gather statistically significant data before changes are made. However, retaining poorly performing key phrases simply in the hope that their performance will improve requires a fundamental belief that consumer behaviour will change spontaneously during the life of the pay-per-click campaign and so is to be avoided.
Pay-Per-Click Campaign Management
Effective pay-per-click management does not rely on trial and error, but rather on a proactive approach to key phrase selection and bid management, combined with reactive modifications to the campaign informed by detailed monitoring of the performance of individual key phrases. To be retained as part of a pay-per-click campaign, each key phrase, when viewed in isolation, should be making a positive contribution to the business’s profitability. Most search engine marketing companies have fundamentally misunderstood the elements required for successful pay-per-click advertising, as is shown by broad key phrase selection and an obsession with achieving high click through rates. Optillion prides itself on having developed a highly effective pay-per-click management strategy which depends in equal measure on utilising expert search engine marketing practitioners and sound mathematical principles.
