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One of the keys to successful pay per click marketing begins with the keywords
you use. Starting with our Keyword Market Research,
Salient Marketing will work with you to identify the right keywords which resonate
with your target markets.
Not only is this a matter of choosing the right keywords, but it is critical
that you understand market segmentation and appropriately target the keywords.
There is a fine balance to be established between developing a PPC campaign that
is too broad and too narrowly focused:
- Too broad: You’ll pay for lots of clicks with
very little conversion of visitors to customers – little or no ROI
- Too narrow: You’ll miss potential customers and
convertible visitors. You won’t pay much, but you’ll risk being dropped (i.e.
Google AdWords).
Internet users are becoming more experienced at searching and now tend to use
longer, more specific search strings. You can use this to your advantage as well
because the more specific the string, the lower the bid price is likely to be.
This will also reduce your expenses for clicks and result in a higher qualified
visitor, increasing your conversion chances.
Salient Marketing also understands the similarities and differences in the way
different pay-per-click search engines qualify and establish keyword placements
and rankings. Ideally a good PPC program takes advantage of several providers
(i.e. Google and Overture)
to maximize user/visitor conversion, playing the strengths and weaknesses of each
against each other. This results in maximum ROI for your campaign.
Read more on our Pay per click management process:
- PPC Overview
- Achieving Business Objectives
- Choosing the Right Keywords (Market
segmentation)
- Customer Sales Cycle Conversion
- Pay per click (PPC) Campaign Management
-- Campaign Comparisons
- Pay-per click PPC Reporting
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