Salient Marketing offers an integrated pay per click management process to support
all these requirements.
Our five-point PPC program includes:
1. Achieving Business Objectives
Why are you initiating this type of advertising program? Is it clear what your
objectives are, how to achieve those business objectives and what success looks
like? Clarity on these questions will help to limit risk and ensure the chances
of achieving business success. Salient Marketing delivers experience and knowledge
to best determine the proper approach to pay per click advertising success.
>> more on achieving business objectives
2. Choosing the Right Keywords (Market segmentation)
Should I use “market segmentation” or “market segmentation software”….
“fashion” or “leather jacket” … “furniture” or “chaise lounge chair” … “marketing
service” or “marketing services”? Once your business objectives are defined, choosing
the right keywords will set the foundation for the search engine advertising program.
It’s all about market segmentation. Market segmentation is the selection of groups
of people who will be most receptive to a product and be most likely to purchase
or inquire about your offering. Use Salient Marketing wealth of knowledge on market
segmentation through keyword market research to help set a proper foundation for
your search engine advertising success.
>> more on choosing the right keywords
3. Customer Sales Cycle Conversion
Now that you have a potential customer’s attention and have brought that individual
into your sphere of influence, can you now turn that person into a paying customer?
Remember any visitor driven from a pay per click advertising campaign is no longer
an anonymous visitor. This visitor now has a profile, having searched for a particular
product or service based on an associated keyword, clicked on a compelling ad
or proposition and now is in your web site. Are you providing the proper value
propositions based on their customer profile to generate a lead? Is your web site
contextualized to every customer segment that you are targeting? Salient Marketing
has managed numerous pay per click campaigns for fortune 500 companies to small
business retailers across various industries. Find out more about how we convert
visitors to customers.
>> more on customer sales cycle conversion
4. PPC Campaign Management
Campaign management is an ongoing process that is dependant on competition
and on the pay per click process itself, which is based on a bidding system. Bids
can fluctuate on a minute, hourly or daily interval and therefore the position
or visibility of your advertising. It is important to manage and optimize against
these fluctuations to maintain a solid campaign plan.
>> more ppc campaign management --
Campaign Comparisons
5. PPC Reporting
Tracking your PPC click-through rate and conversion rates
are required for measuring the efficacy of your PPC marketing initiatives. This
will also help to determine the return on investment of the marketing campaign
and whether to maintain, augment or cancel the initiative. Furthermore, as an
added value, the information gathered can help to determine the relative value
of customer conversion for each market segment for the purpose of natural positioning.
>> more on ppc reporting or market segment qualification
