Smart - Search - Engineering

Setting Up An Effective PPC Campaign - Bullet Points:

1) Getting the "right keywords" and "right keyword filled messages" to "active, highly targeted, popular or nich'ed search requests" OR relevant content promotions vehicles:

- This planning and periodic review entails standard keyword popularity and pricing analysis, market keyword and associative-pairing of ongoing search engine monitoring (and back-end search engine reporting systems), along with competitive matching (to see you found how the market finds you and your 'brand' competitors)

2) DEEP competitive analysis of your competitors’ SEO on-page strategies for multiple landing pages (key pairs and densities/proximities) as well as the complete DETAIL of EVERY PPC AD keywords, PPC AD Text, TARGET landing page and competitive PPC costs - per AD placement and traffic-Total_Costs:

- The detailed keyword competitive analysis along with a detailed backlink analysis by rank, exposes the competitive SEO strategy, and well as often providing clues to yet untapped keyword markets.

- The PPC competitive data not only helps write better competitive ads, but in combination with matching for specific traffic 'spikes' (related to keyword-influenced traffic from search engines AND other referred - redirected traffic), it shows both the most influential and competitive niche markets

3) Full leverage of PPC localization and filtering:

- Localization in PPC offer to limit market reception to tight geographic visitor targeting, resulting low cost ad fees, with localized relevant reception

- Filtering out query extensions to not show ad also for visitors offering no value - ex: 'free' or crack, sex, etc.

- Filtering may address PPC fraud protection.

4) Well coordinated AD-to-landing-pages processes and compliance, with enticing conversions, and other properly managed fulfillment:

- Matching sponsored ad to landing page text

- SEO optimized landing pages

- Lower costs and intial PPC bids

- Action fulfillment as phone numbers should be different to separate identification of marketing programs leads

- Detailed tracking of visitor experience to influencing source for marketing and costs

5) A well managed strategy and on-going managed service process:

- Whereas with Yahoo SEM, the best semi-automated positioning may be to support 'bid jamming' in 2nd place, Google Adwords' multi-page sidebars responses in positions 4-7, by clickthru rating and applied cost breaks, may be more favorable than jockeying for positions 1-3 (old metaphor)

- Sometimes, for example resulting from high clickthru and relevancy, a very high initial competitive bid pays only a fraction of that rate.

- Constant searches, reviews for new, emerging, spot, seasonal changes in market keyword search activity as well as aggressive ongoing competitive traffic analysis.

Disclaimer: It should be noted that although PPC marketing works for virtually every market, there are some very dynamic markets like real estate where virtually all ‘search-referred’ traffic is SEM (PPC) based today (and where newspaper ads are virtually dead)