How I manage the process

It just makes sense. In order to effectively market your business, there are certain things I need to know. Here is the kind of information we will want to discuss:

If you have shopped around for someone to create and manage your Pay-Per-Click (PPC) campaign, you may have noticed a considerable disparity in pricing. One major factor is certainly the company’s cost structure, but beyond that, the amount of effort it takes to create and manage your campaign is highly dependent on the degree to which they are willing to, or are capable of implementing it.

In fairness to our competitors, I will assume that the very inexpensively priced firms are only capable of or only advertising a very basic campaign. Conversely, those who quote much higher prices either have a minimum price that is dictated by their cost structure or they are assuming that you will be implementing a comprehensive campaign.

Unless you are already an experienced PPC advertiser, you probably don’t know what is really possible when it comes to promoting your web site. There are several factors which will determine the degree to which you are capable of implementing search engine marketing. See our page on PPC Implementation Strategies for more information.

What you want are conversions, which could be a lead or a sale. But there is only so much a campaign manager can do to achieve this goal. What lies between a search query and a conversion is:

• The right set of keywords

• Relevant and compelling ad copy

• An engaging landing page

• An easy fulfillment process 

Even the very best campaign manager can only get you half-way to a conversion, yet you will probably judge the success of the campaign based on conversions. Please keep in mind that the best set of keywords only allows the searcher to see your ad. The best ad copy only allows the visitor to see your landing page. What happens from that point on is up to your web site. Assuming I am not asked to provide additional consulting services to help enhance your web site, here is how I will manage your account.

If there is conversion tracking in place, I will manage the campaign to produce the lowest cost/conversion. If conversion tracking is not in place or there is leakeage in the conversion process, I will manage the campaign to produce the most number of qualified visitors for the daily budget you have established. Assuming there is more traffic than your budget allows, we should have a discussion about how I can prioritize the keywords in the account, because not all keywords have the same value in terms of achieving your objective, which is to get a conversion.

Please notice the Resources, Services and Pricing tabs above, where you will find more information.