Paid Search
PAID SEARCH MANAGEMENT PAY PER CLICK (PPC) PROGRAM
OPM offers two methodologies for managing our clients Paid Search efforts, based on their budget.
PREMIER PAID SEARCH MANAGEMENT
The OPM Premier Paid Search Management Program is ideal for those clients with a minimum budget of $5k/mo or more. Our Paid Search experts provide custom analysis of every account, including: campaign, ad group, keyword, and keyword/ad group pairing to ensure OPM is maximizing the profit for all revenue generating keywords and mitigating risk for the non-revenue generating keywords. We also:
- Create targeted campaigns
- Generate keyword phrases
- Produce targeted ad groups
- Develop creative & highly targeted ad copy
- Test ad copy
- Provide ad inventory performance & analysis
- Analyze Quality Score & provide site optimization suggestions
- Report Return On Ad Spend (ROAS) when available
- Report on conversion data (Emails, Downloads, Form Submits, Phone Calls, Coupons, etc) as applicable
- Bid using conversion optimization, Cost Per Click, or in rare instances Cost Per Thousand
- Provide extensive reporting on video plays (which are free, unless the customer clicks through to your website, then you pay for the click)
- Report on interaction rates with display/rich media (which is free, you only play when the customer clicks through to your website)
- Record phone calls & provide the users click trail & by keyword & source for ALL site traffic
- Offer click to chat by keyword
- Integrate AdWords with Google Shopping
- Utilize Ad Extensions when available (Extra Links In Ad)
- Implement address extensions
- Provide guidance on cost saving opportunities
- List options for growing the account
OPM BASIC SEARCH PLATFORM
The OPM Search Platform makes keyword buys on the five major search engines (AOL®, Ask®, Google®, MSN®, and Yahoo!®) in a highly cost-effective manner. The platform provides a comprehensive solution by tracking phone calls, emails, and contact forms that originate from the keyword search (in addition to tracking site visits). This tracking data is then used to continually and automatically optimize keyword buys through mathematical algorithms. Optimizing makes your placements more efficient and effective.
OPM SEARCH PLATFORM HIGHLIGHTS
- Intelligently generates keyword combinations
- Manage bidding and allocate budgets on all search engines
- Automatically steer dollars to where best results are realized
- Serve dynamic version (Proxy) of your website to track all activities
- Replaces phone numbers on website to track each call
- Does not require code, adjustments, or Webmaster involvement
- Tracks all online events
- Counts incoming phone calls initiated from website
- Provides insight to adjust and adapt online and offline activities
- Provides click fraud detection (i.e., only one charge per IP address within a 24-hour period)
OPM SEARCH PLATFORM CASE STUDY
Situation – the client’s paid search accounts were being managed internally, we did an account audit and saw opportunities to increase quality score, clicks, CTR, conversions and the account’s reach.
Action – one of OPM’s certified paid search managers optimized the client’s paid search account with some of the following tactics based on previous account history: adding negatives, making micro ad groups, improving ad quality, landing page optimization and addition keyword research for a bigger reach.
Results:
- Increased clicks by 91%
- Increased CTR by 180%
- Increased conversions by over 999%
- Achieve a lower CPA than requested by the client (originally requested a $200 CPA)
- Increased client’s spend per month by 217%
PREMIER PAID SEARCH MANAGEMENT CASE STUDY
Situation – the client’s extremely competitive paid search accounts were being managed by another PPC agency, we did an account audit and saw opportunities to increase quality score, lower the avg. CPC, increase the CTR, increase conversions and lower the CPA.
Action – one of OPM’s certified paid search managers optimized the client’s paid search account with some of the following tactics based on ad inventory performance: data analysis, keyword profit generating analysis, ad split testing, landing page testing and conversion funnel optimization.
Results -
- Increase in clicks by 28%
- Increase in CTR by 51%
- Decrease the CPC by 37%
- Increased conversions by 250%
- Decreased CPA by 77%
- Lowered month cost to the client by 19%
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