google adwords | tuning

Continuous optimization of Google Adwords marketing campaigns increases performance and reduces SEM costs.

The Google Adwords | Setup plan gets you started, and the Google Adwords | Tuning program builds continuous performance. Each month we apply a budget of hours to both hone existing campaigns as well as build out the program to pursue new revenue opportunities. Our goal is to increase your ads effectiveness while reducing spend.

In pay per click (PPC) search engine marketing (SEM) the two key terms are “relevancy” and “click through rate”. Through alignment of keyword, ad creative and destination page content, we provide the search engines and the potential customer with the relevancy they’re looking for. When search engines believe that relevancy to be high, you get better position at less cost. When that relevancy matches what the user is searching for and the ad is compelling enough, you get the all-important click!

An even more important term is “conversion rate”. This is what happens after the click and when the user performs the action you want on your website –whether a purchase, newsletter signup, lead generation form, or other action of value to you. Using Google Analytics and Adwords, we can track these conversions and their value all the way back to the campaign ad and keyword level. With Google Analytics, the level of performance tracking is astounding.

• Performance analysis – review campaigns, ads and keywords to catch drops and opportunities.
• New campaign development – further segmentation to tighten relevancy between key elements.
• Keyword/bid management – continuous adjustment as competition and placements fluctuate.
• Audience tuning – adjustments for time of day traffic and/or geography for example.
• Ad creative tuning – as multiple ads compete in each campaign, replace the loosing ads with new creative to fight for top spot.

Depending on your goals, advertising on Facebook might be of interest. The level of targeting on Facebook is amazing!

Contact us to get started, or review the rest of our online marketing services, and social marketing services. Also consider the following related service families: auditing, blog development, website development , and reputation monitoring.