Paid Search – Pay-per-click

 


 

 

 

Are you new to paid search or pay-per-click (PPC)?
Most businesses are reluctant to start. We can hold your hand and then either we run the campaigns for you or we teach you to do it yourself – then come back to us for fine-tuning. However with increasing complexity we think you will want us to manage the process for you.

Are you a firm/organization already using paid search?
Then experience a large improvement in your existing paid search results

New to paid search or pay-per-click (PPC)
Most businesses are reluctant to start. We can hold your hand and then either we run the campaigns for you or we teach you to do it yourself – then come back to us for fine-tuning. However with increasing complexity we think you will want us to manage the process for you.

A step change improvement for existing paid search/PPC users
Paid search is and will continue to be a key digital battleground over business fight for customer attention. But with everyone doing PPC, Google’s Adwords rules changing weekly, this source/medium is becoming more complex and more fragmented. Obtaining and maintaining the best return out of your search spend and the mix with other marketing channels is an ongoing challenge. AFS-Inc uses creativity, dedication, technology, qualitative and quantitative methods in tailoring your paid search so as to cut a clear path through these challenges (and opportunities) to deliver a step change improvement in your orders/sales and costs.

One jump ahead and leapfrog your competitors
Everyone says they do it or can do it. Everyone makes claims. Many of your competitors are undertaking paid search. If not this gives you a window of opportunity to be used wisely. Normally you need to keep up and get ahead of your competitors. This places increasing demands on your business and its ability to jump ahead and stay ahead. To achieve that you have to continually improve your internet marketing and sales ability and find new breakthrough policies to keep you at the front or leapfrog you over your competitors. That means adopting innovative strategies and tactics to grow leads or increase profitable sales volume. No one does better than we do. Many people claim they do but we guarantee to do so. We will assure you success and we alone can provide those vital breakthrough ingredients that keep you as the leader of the pack.

Outperforming other agencies and your own expectations.
We are geared up to routinely out-perform other agencies. What this means is we can urge potential visitors to search for and visit our clients sites. We can drive additional profitable traffic and business online (and sometimes a mixture of online and offline). We can meet the objectives and where desired generate greater profits for our clients. 

See section on the ever increasingly important influence of the quality score. This determines why the top advert may be paying far less than the bottom advert.

The Keyword Tail

The difficult area is the long tail. These keywords are usually generic such as ’skirts’ or ‘bikinis’ or complex expressions such as ‘blue suede lace-up shoes’ or ‘strapless top & tie-leg bottom bikini’.

This is the top left hand side.

Easy pickings are the area on the right bottom which is usually typified by brand names or very common generic keywords.

It takes a special agency with a very special understanding of your business to go after the tail. The keyword tail are those keywords which only have a few conversions (lead or sales) over a period of time but which are important in reaching into conquest sales or new leads.

 

Alternative ways of paying for PPC

 

And what else?
Our approach to paid search goes way beyond bidding on keywords for maximum return on your PPC investment: our service encompasses creative testing, user journey analysis, continually assessing new tactical opportunities, price controlling, cost minimising, and regular keyword review. We'll also guide and advise you on the best way to manage your budget and increase investment as your return improves.

Keyword Selection
We believe it is important to constantly monitor, search, examine, investigate and update the keywords being used. Both for achieving objectives (e.g. leads or sales) and for reducing cost. And for improving the quality score.

Optimising Account structure
We believe it is important to maintain and constantly change and update the account structure or affect the changing nature of your business and also the changing market conditions and competitive behaviour.