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Pay Per Click Management
Introduction to PPC Podcast Listen to a podcast introducing Hanapin's PPC team! Learn how we manage pay per click accounts. You will need the Adobe Flash Player to listen to the podcasts. The world of pay-per-click, otherwise known as paid search marketing, gains more popularity and grows more complex each year. In 2007, advertisers spent 12 billion dollars on paid search marketing, and that number is projected to increase to 25 billion dollars by 2011. What does this mean for you? This means that you need expertise, experience and dedication on your side in order to remain successful and competitive in this fast growing market. We are here to help. Hanapin Marketing provides a results-driven, service-orientated pay-per-click management solution that helps businesses grow. From keyword research to ad copy composition to landing page optimization, Hanapin's core objective is to maximize your return on investment from your paid search marketing. To generate the best results from our pay-per-click campaigns, there a few strategies we live by. Here is what you can expect from our service: Attract more qualified customers We'll attract more qualified customers by creating a targeted keyword list; organizing tight-knit ad groups based on keyword similarities and customer buying cycles; and writing strong, direct ads that help filter out unqualified customers before they even click. As we gather data and understand which keywords are and are not converting, we'll modify the accounts appropriately, increasing the qualified customers while decreasing the unqualified ones. Conduct in-depth keyword research Our approach to keywords for PPC is to load as many as possible into the accounts-in tightly-knit and organized groups - and test which ones work best, adjusting and improving as new data is gathered. Keyword testing and refinement is built into our on-going management process. Looking carefully at CTR, CPC, and CPL or revenue (whichever is the ultimate conversion we are measuring), we add and retire keywords on a regular basis. Advertising content development & landing page optimization Hanapin has graphic designers on staff and can create image ads, provided we have access to branding and logo guidelines. Once Hanapin has a good sense for the boundaries of the types of messages we can test, we'll continually write new pay-per-click ads and run split tests to determine which messages are most popular, continuously increasing our CTR and traffic. For landing pages, we will test elements such as headlines, sub-headlines, body copy, and calls to action and also pull in popular messages from our split testing. It is important that landing page messages align with the ads. This reinforces the message and demonstrates to visitors that they are on a relevant page for their search. We'll make sure this happens! Competitive analysis By gleaning ideas that may work for your competitor's programs, determining how they fit into the market place, and deciding how we should position ourselves against them, we can provide some significant insights into your own campaign. Analyzing competitors is also help during the keyword research phase. Competitors will often include meta keywords in their code, and based on their approach on ads and landing pages, we can easily find what is and is not acceptable practice in the industry as well as what potential customers should anticipate about our own site and program. Management and prevention of click fraud and competitor ISP/Visitor filtering It is important to define "click fraud" and "invalid clicks." Click fraud is clicks that are malicious and not legitimate; the user never had the intent to become a customer. Invalid clicks are non-fraudulent clicks. These include cases where a visitor genuinely clicks on an ad more than once. In this case, the user has intent to become a customer. With that said, click fraud is just a fraction of 1% of clicks. The business models of both Google and Yahoo are very dependent on companies continuing to advertise with them. They employ hundreds of Ph.D.s who create algorithms to filter click fraud that so their advertisers don't get charged for it. If advertisers don't feel they're generating a good return, they'll stop advertising. This is a primary reason why Hanapin focuses on goals so intently. In the course of managing the account and setting goals, we can instantly determine which keywords are and aren't generating a good return and adjust appropriately. Hanapin has managed $1M in PPC spend over the years, and we've had just a handful of cases where we thought click fraud might be the culprit for a low ROI. In those cases, we did find click fraud (multiple clicks from the same ISP over the course of many days) but Google and Yahoo had not charged us for those clicks. Our account managers are experts at managing every type of pay-per-click campaign and we don't just focus on Google AdWords, Yahoo Search Marketing and MSN adCenter. We have launched and sustained successful campaigns in a wide array of search engines, such as:
As a Hanapin Marketing client, you can expect:
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