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Pay Per Click Advertising Services,

Paid Search

Turning Clicks into Revenue

Successful pay per click advertising must transcend the traditional bid management and extensive keyword portfolio strategies. Online advertisers must also have an understanding of how consumers search online, their buying behavior, and critical factors influencing purchase decisions. It also means having the right team and technology in place to conduct proper research, create innovative strategies, determine the most efficient media spend, develop effective messaging, and to allow for the constant refinement and optimization of campaigns.

Having the Right Foundation

One of the most common discoveries in the online marketing audits we conduct specifically for pay per click advertising is a flawed foundation. A paid search advertiser won’t achieve ROI success or increase market share if its campaigns are built on a shaky foundation. No different than a house, without the proper paid search foundation supporting all media investments and optimization efforts, little can be achieved.

Marketing Where it Counts

Savvy online advertisers have moved beyond looking only at last click attribution to determine where marketing dollars will be most effective. The web’s transparency allows advanced tracking technology to aid the process of proper attribution. Insights from WebMetro’s proprietary marketing technology DSMM Advantage™ helps clients understand how to properly assign value to the elements in a paid search campaign. With proper attribution, budgets are allocated more effectively. This can lead not only to increases in sales but lower cost-per-acquisition (CPA) or cost-per-lead (CPL).

By properly attributing conversions to assisting keywords, American Management Association achieved a 15% increase in sales while reducing CPA by over 25%. Learn more from the attribution case study.

Technology Arsenal

Online marketers desiring to win in the paid search arena must be equipped with advanced tools and technology for research, tracking, analytics, and competitive intelligence. Being able to garner and drill down to the most granular data fosters a company’s competitive advantage.

Detailed data enables paid search managers to manage campaigns efficiently and optimize efforts with precision. This granularity also provides rich insights used in web analytics; insights gained are then used to chart new strategies for increasing ROI and marketing share. Marketing intelligence uncovers competitors’ online marketing weaknesses including those in PPC advertising. This provides opportunities for others to tap opportunities for building their business.

Let’s Talk Search

Our team of paid search specialists has created innovative campaign strategies and managed thousands of PPC campaigns as well as millions in media dollars. We have a solid track record of helping clients increase share and penetrate new markets with pay per click advertising. WebMetro works closely with the search engines to provide clients with innovative paid search strategies and continuously improving campaign performance. Our team has the skills, experience, sophistication, and technology to help grow a brand online.

Are you ready to talk to one of our consultants? Call us at 866.922.4632 and let’s talk search.

Pay Per Click Advertising Articles:

Shoulda Coulda Woulda with Google Bid Simulator By John McCarthy, WebMetro Director of Search Engine Optimization Not long ago Google formally released the Bid Simulator tool from beta to the general public inside of the AdWords interface. If you manage paid search for your company or client, you will simply love Bid Simulator. After using this tool, you will certainly start talking to yourself saying, “I ‘shoulda’ raised my bids by X and ‘coulda’ had much more customers which ‘woulda’ made me a lot more money.” Read More
Product Review of Google AdWords Search Funnels By John McCarthy, WebMetro Director Search Engine Optimization Google recently launched a new reporting feature in AdWords called Search Funnels. Until this new report was available, Google only reported on the last keyword clicked resulting in a lead or sales conversion. For example, a consumer begins a search by querying and clicking on Keyword A. He visits the advertiser’s website from Keyword A but doesn’t convert. A week later, that same consumer searches Keyword B as a result or an effect of Keyword A, visits that same website, and converts into a customer this time. Google AdWords would report the conversion occurred as a result of Keyword B without showing any relationship to Keyword A. Read More
Is Running Paid Search & Display Ads Together The Right Internet Marketing Initiative For Your Business? Recent reports show that display advertising is both broadening the scope of paid search campaigns, while also remedying some of the limitations presented by keyword bidding, according to MediaPost. In a study that included 207 advertisers in more than 20 markets across display campaigns and channel search, research showed that approximately one of five individuals who converted after using search viewed at least one display ad before searching for the keyword. Conducted between June 2008 and August 2009, the study included more than 1300 integrated search and display campaigns, and revealed that 28% of conversions were a result of search, while a staggering 72% were a result of display channel. Read More

Shoulda Coulda Woulda with Google Bid Simulator
By John McCarthy, WebMetro Director of Search Engine Optimization

Not long ago Google formally released the Bid Simulator tool from beta to the general public inside of the AdWords interface. If you manage paid search for your company or client, you will simply love Bid Simulator. After using this tool, you will certainly start talking to yourself saying, “I ‘shoulda’ raised my bids by X and ‘coulda’ had much more customers which ‘woulda’ made me a lot more money.” Read More

Product Review of Google AdWords Search Funnels
By John McCarthy, WebMetro Director Search Engine Optimization

Google recently launched a new reporting feature in AdWords called Search Funnels. Until this new report was available, Google only reported on the last keyword clicked resulting in a lead or sales conversion. For example, a consumer begins a search by querying and clicking on Keyword A. He visits the advertiser’s website from Keyword A but doesn’t convert. A week later, that same consumer searches Keyword B as a result or an effect of Keyword A, visits that same website, and converts into a customer this time. Google AdWords would report the conversion occurred as a result of Keyword B without showing any relationship to Keyword A. Read More

Is Running Paid Search & Display Ads Together The Right Internet Marketing Initiative For Your Business?
Recent reports show that display advertising is both broadening the scope of paid search campaigns, while also remedying some of the limitations presented by keyword bidding, according to MediaPost. In a study that included 207 advertisers in more than 20 markets across display campaigns and channel search, research showed that approximately one of five individuals who converted after using search viewed at least one display ad before searching for the keyword. Conducted between June 2008 and August 2009, the study included more than 1300 integrated search and display campaigns, and revealed that 28% of conversions were a result of search, while a staggering 72% were a result of display channel. Read More

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