Paid Media
Reach the right audience, at the right time, on the right platform through a paid media marketing strategy.
Paid Media Process
Project Brief
Define client information & business goals along with all required information to properly complete discovery process
Paid Media Audit
Create a baseline for current paid media performance based on analytics, landing pages, and current campaign statistics
Keyword Research
Define target keywords for AdWords, or other PPC campaigns based on business goals outlined in the project brief and identify opportunities from the paid media audit
Competitive Analysis
Define PPC competitors and ad copy based on keyword research and determine areas of opportunity and risk
Paid Media Strategy
Define all paid search, display, remarketing, PPC advertising, and social media advertising campaigns, including landing page recommendations, ad copy, targeting options, and budget
Measurement Planning
Document measurable short-term and long-term goals to evaluate campaign performance
Content Implementation
Adjust website copy based on a cohesive content strategy to reflect targeted keywords found during the keyword research phase
Technical Implementation
Implement edits to the website’s coding based on the strategy recommendations. This could include changes to landing page elements such as meta descriptions, internal links, or anything that would help support the overarching objective of the campaigns
landing pages, and ad copy
Short-Term Adjustments
Change bids, ads, and landing pages based on short term performance indicators (daily or every few days)
Campaign Adjustments
Make global changes to the campaign based on trends that are identified over time (weekly or biweekly)
Monthly Performance Report
Define client information & business goals along with all required information to properly complete discovery process
Quarterly Review
Comprehensive overview of campaign and adjustments to the project plan based on the results achieved
Keys To A Successful
Paid Media Campaign
Selection Of The Proper Keywords
The keywords you target (and pay for) must be specific to what you are offering on your website. If you are a retailer, make sure that people who are looking for the products you sell are funneled directly to a page where that purchase can be facilitated.
Landing Page Creation and Optimization
Each landing page should be tailored to your unique products or services, and optimized for the keywords you’re targeting in your paid media efforts. With each ad campaign that you drive visitors to your site with, each landing page should be relevant to the content in that campaign.
Ongoing Analysis
Whether you’re running a paid search campaign, or a social media advertising campaign, it’s essential that the proper reporting is completed. This way, we can identify what works best for driving conversions and reaching your goals, and optimize your campaigns based on those findings on a regular basis.
Monthly link building and content outreach takes place in order to augment ranking growth
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Enhanced Targeting
With Paid Media Marketing
Another great advantage of Pay Per Click advertising is the flexibility it offers in terms of delivery. There are a number of PPC techniques you can use to create an audience that is most likely to be your target audience:
Keyword Targeting
Uses keywords designed to direct visitors who are likely to be interested in your products and services.
Relevance: It is critical that the keywords you select are relevant to your company. Nothing angers a visitor more than being sent to a site that has nothing to do with his search. Even if the visitor leaves immediately, you’ve still paid for the click. The landing page for each PPC ad should be highly relevant to the search.
Matching Options: You can specify whether to bid on broad match keywords, (e.g. a bid on “website design” will show your ads for the query “website design company”, but also “website design awards”, or narrow your targeting with phrase match and exact match. You can also specify negative keywords, (e.g. setting the negative keyword “jobs” in an ad group with the broad match keyword “website design” will display your ad for the query “website design company”, but not “website design jobs”.
Geographical Targeting
If you are only looking to attract local customers, you can specify that your ad run only on results geared to your neighborhood, your city or your state (i.e. Manhattan Dentist).
Timing
PPC allows you do deliver ads only at peak times for finding your potential clients and customers. PPC allows you do deliver ads only at peak times for finding your potential clients and customers. PPC allows you do deliver ads only at peak times for finding your potential clients and customers. PPC allows you do deliver ads only at peak times for finding your potential clients and customers.