Buying digital ads

Keywords are no longer the heart of paid search

Augmenting keyword targeted campaigns with audience data, using dynamic automation and enhanced keyword level tracking are replacing traditional keyword only campaigns.

How many of the keywords in your account appeal to multiple audiences? How many of those audiences are valuable to you? How do you know when someone types a keyword into Google that they are relevant to your products or services? We use remarketing lists for search ads (RLSA) and customer match look-alike audiences as well as in-market or affinity audience targeting to help our clients enter and win the auctions that have a higher propensity to convert. By targeting the right audiences, we’ve seen conversion rates 68% higher than traditional keyword only campaigns.

The benefit of Dynamic Search Ads

Any campaign with lots of products or inventory should be using Dynamic Search Ads (DSA) or even better, feed-based inventory managed campaigns.

We can integrate your inventory feed with our technology and automatically generate highly relevant ads directed to the right landing pages based on the specific phrase someone searches for. This helps cover the long-tail for your entire inventory range and because the long-tail is usually cheaper and converts more, it has a big impact on campaign performance.

We’ve seen DSA campaigns with 26% higher CTRs and 37% lower CPAs compared to similar keyword only campaigns. Read our case study with ForRent.com here on the use of DSA.

Effective ad copy

We develop our ad copy both creatively and systematically. We know that PPC is still advertising, but we also make sure we are always testing, analyzing, and refining this element of your user journey.

Strategy and planning are central to our ad copy testing. We recommend a minimum of two and a maximum of four ads, depending on your test requirements and volume of impressions. And we’ve always got a plan for testing our top ad groups.

Copy testing is as much science as it is art, and we know exactly which scientific metrics to look out for. We use a combination of ICVR and CPL or ROAS to measure the success of our ad copy. ICVR is conversions/impressions and takes into account both CTR and CVR. Measuring ICVR helps us achieve the right balance between CTR (and cost) increases versus the impact to CVR.

Bid & budget management

We use a combination of technology and talent to win in PPC auctions. We support our bid strategies with Google’s DoubleClick Search, which allows us to take advantage of the range and flexibility of bid strategies and deep integration with other Google products.

We aim to allocate your budget first towards high priority top performing keywords to maintain maximum impression share. If we achieve commercial KPIs, we provide forecasts of potential opportunity and monitor pacing to allocated budget daily.

Attribution is at the core of our paid search solution. Through Google’s DoubleClick platform we can set up multiple attribution models and optimize to the model that best suits the specifics of your campaign.

Structure & naming convention

When we start working on a new paid search campaign, we often find that it has grown organically over time.

Many different ideas and strategies are put in place at different times and by different people. This can lead to inconsistency, duplication and missed opportunities in the way accounts, campaigns, and ad groups are structured and named.

So we provide a structure and naming convention. This is a regularized format for naming accounts, campaigns and ad groups, no matter how big the client, or how extensive and varied their history in PPC.