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Paid search is now an instrumental part of any online marketing strategy.
Large can set up and run pay-per-click campaigns on behalf of our clients and have been doing so since 2003. We identify a series of search terms that users interested in your product and services are likely to use, bid on those terms on your behalf, develop a series of bespoke ads and monitor and report on their peformance.
Google Adwords represent about two-thirds of the paid search market with Yahoo! and MSN making up the the vast majority of the other third. Our recommendation is try Google Adwords first and if it works roll it out across the other two search engines.
Search terms
It is better to work harder on longer, descriptive search terms than it is to buy one or two word phrases. For example, "designer lingerie" is likely to be a popular, and therefore expensive, search phrase but will have a low conversion rate, "36f designer support bra" is a much more specific term and likely to have a much higher conversion rate and also likely to have fewer bidders and therefore be cheaper.
Bespoke Ads
Different ads have different response rates, Large will develop a series of test ads for each product or service and monitor the effectiveness of each. It is not unusual to see some ads converting at 20% and others with only minor differences convert at 1%. By monitoring and reacting to the stats we can optimise your ad campaign.
Monitoring and Reporting
To truly measure the effectiveness of your ad campaigns, conversion needs to be monitored, either in the form of a product purchased, a product added to a wish list or sent to a friend, a visitor signed-up to a newsletter, etc. Large can help determine these measures and set-up the appropriate reporting systems. -
- Chartered Institute of Marketing
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