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Pay Per Click |
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One of the most revolutionary changes to commerce during the last 10 years has been the reduction in the barrier of entry for new businesses which is typically attributed to the growth of the internet. It has particularly been the highly reactive and measurable pay per click model that has contributed to rocketing new businesses to success overnight, and shaped the path of the internet and business worldwide. All one needs is a website, product and services to sell as well as a little budget for PPC to take off!
In 2010, advertisers in the UK are expected to spend over £2.5 billion in PPC, a stupendous increase from the nominal spend levels of 2005. This growth in spend has generated significant revenues for advertisers but has also changed the rules of the games without increasing the barrier of entry.
The market today has become a lot more mature and managing PPC campaigns has become much more complex with factors such as usability, customer profiling, geo-targeting, creative’s, reactive bid management and quality score all being critical for campaign success.
At Mediarun we have over 5 years of managing PPC campaigns and have assisted companies in setting up and evolving their campaigns in line with their businesses. We work to strict cost per response metrics using highly experienced campaign managers and collaborative account handlers. |
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| PPC Campaign Process |
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| Stage 1 - Campaign Set Up |
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- Competitor and business research
- Usability or call to action suggestions
- Reviewing conversion points
- Selection and grouping of keywords
- Bid selection
- Creation of ad-copy
- Ad-group structuring
- Integration of tracking technology
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| Stage 2 - Pilot Launch |
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- Budget selection
- Split testing landing pages
- Evaluating onsite user behavior and conversion paths
- Assessing quality of response
- Campaign scheduling (times of day) & Geo targeting
- Modification of landing pages
- Establishing clear KPIs & targets
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| Stage 3 - Ongoing Campaign Management |
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- Targeting low CPA’s and high conversion volumes
- Regular creation of ad-copy and keywords
- Improving quality scores to reduce keyword costs
- Constant improvement in landing pages
- Constant communication with account manager
- Weekly performance reporting
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| Review some our recent PPC case studies |
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DAMAC Properties is one of the largest private real estate developers in Middle East offering freehold and investment property for sale in Dubai and Egypt.
As a strategic element of the PPC campaign, we identified issues with usability and keyword targeting that was resulting in high CPA’s and user bounce rates.
To address these concerns we developed bespoke micro sites across all key sections of the site with enhanced call to action cues along implementation of geo-targeting and time scheduling. This resulted in a significant drop in bounce rates, a steady increase in conversion ratios and a 50% reduction in the overall cost per lead (CPA).
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G Baldwin & Co is the UK's leading supplier of natural remedies, essential oils and other natural products.
Mediarun has been working with Baldwin’s since 2007 and has been able to build the campaign by increasing the overall revenues volumes along with increasing the ROI by 35% year on year.
The key aspect of this campaign is that owing to low product and basket values, Mediarun has to constantly broad base its keyword inventory for over 8000 products, provide deep site targeting at a product to product level for achieving high conversion ratio while maintaining high sale volumes. |
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| Related PPC Management Articles
Landing Pages - The Backbone of PPC Campaign
A Landing Page is a web page that any visitor reaches on clicking a PPC or a CPC advertisement listed on web search results. It is specifically designed for marketing a particular product or service.
Building Effective PPC campaigns
Pay per click is a very effective advertising method that provides various benefits to the business owner and helps in earning higher ROI.
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| If you are looking at setting up a new campaign or require assistance in
maximising returns from your existing one, send us an
email and one of our consultants will be in touch shortly. |
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