Overview of Paid Search
Paid search ads, often labeled ‘sponsored search’, are one of the most effective advertising channels. The main reason for the success of paid search is that marketers can control the amount they pay for a website visitor and they only pay for results (visits). Paid search marketing is a $6 billion industry that continues to grow every year.
The leading paid search channels include:
- Pay-per-click search enignes (Google AdWords, Yahoo Search, Bing)
- Local search
- Paid inclusion (Yahoo)
- Pay-per-call
- Content networks (Google AdSense)
Advantages of Paid Search
- Paid search ads are prominently placed at the top of the major search engines
- Website owners can bid on keyword phrases that pertain to their business
- Advertisers only pay for traffic when visitors click through to a website
- Paid search delivers target traffic instantly, unlike SEO, which takes considerable time and effort
- Paid search ads can be tracked and measured using website analytics
- Ad campaigns can be adjusted quicly and easily based on return on investment goals
Our Expertise
Experience
TwentySix2 Marketing is a leader in paid search. We have managed both large and small campaigns, and we have managed millions of ad dollars and thousands of keywords. All of our paid search account managers are Google and Yahoo! certified. We utilize state of the art technology and paid search management tools, such as Omniture. And we maintain a Client Intranet where client's can download reports quickly and easily.
 
Strategy
What sets TwentySix2 apart from other paid search SEM firms is strategic thinking and account management. With today's technology, anyone can setup and manage a paid search campaign. The only thing that separates one SEM firm from another is the thinking and strategy that takes place.
Process
With proper keyword strategy, PPC ad design, landing page design, PPC bid management and post-click ROI analysis, paid search can be an effective and efficient marketing channel. TwentySix2 can design an effective campaign that will meet the financial needs of your business and drive profitable sales.
PPC Service Description
Pay Per Click (PPC)
The most popular form of paid search is pay per click advertising. Advertisers are charged when web users click on their ad. Most PPC ads are priced based on a maximum click price and the click through rate.
Local Search
For many businesses, paid search marketing only makes sense on a local ,geographically targeted level. The beauty of paid search is that you can bid on broad keyword phrases, but only serve up your ad when the user is located in your geographic market. TwentySix2 Marketing has created sophisticated local search campaigns for large and small businesses.
Paid Inclusion
Yahoo!’s Paid Inclusion program is most beneficial to large, commercial websites. Yahoo! Paid Inclusion is similar to PPC advertising, but the click prices are fixed rather than auction based, and the ads appear mixed within the natural search results of Yahoo!. TwentySix2 Marketing can help you determine if paid inclusion makes sense for your business.
Pay Per Call
Pay per call is a new, emerging technology. It is similar to pay per click marketing in that it is also results oriented, but advertisers only pay when prospects click on an ad and place a call. This is a new technology that makes sense for some businesses, but not all.
International Paid Search
We have helped both large and small companies diversify their search marketing programs overseas. We provide paid search marketing services via Google AdWords and Yahoo! Search in numerous countries, including Canada, Spain, Mexico, France, Germany, the UK and more.
Account Management
Account management is the key to success in paid search. Our experienced account managers provide everything from keyword strategy to return on investment analysis.
PPC Bid Management
One of the keys to building a successful paid search campaign is keyword price bid management. It is important to understand the financial metrics of your business prior to developing a bid management strategy. Some of the metrics that need to be defined include average online transaction size, profit margin, and website conversion rate. TwentySix2 can help you define the financial metrics of your business and help you create a world class paid search campaign the makes economic sense.
PPC Ad Testing
Once a PPC campaign has been created, it’s important to test the conversion rate of multiple ads and to select the best performing ads. TwentySix2 Marketing can help you create multiple PPC text ads with different ad copy and product / services offers and rotate these ads until the best performing PPC text ad is identified.
Landing Page Testing
After visitors click on your paid search ad and land on your website, it’s important that the landing page is relevant to the potential customer. TwentySix2 Marketing employees web design experts with specialties in website conversion and landing page optimization.
Paid Search ROI Analysis
In marketing, the three most important words are “Arithmetic,” “Arithmetic” and “Arithmetic.” The key to building a successful paid search campaign is measuring and managing return on investment. TwentySix2 Marketing utilizes leading-edge website analytics tools to test, measure and optimize paid search campaigns so that the provide the right return on investment. We provide insight that will guide decision making and insure your marketing dollars generate profitable sales.
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