Netmark Essentials boasts one of the top pay-per-click (PPC) programs in the country. Each campaign we manage is unique, but most fall into one of three broad categories: Click-Driven Campaigns, CPA-Driven Campaigns, and ROI-Driven Campaigns. A click-driven campaign is best for businesses that can’t track conversions, or if they can, they’re too sparse and irregular to rely on for any campaign decision making. A click-driven strategy focuses on maximizing the number of clicks received for every dollar spent on advertising. The goal is to increase the number of clicks to a website without increasing adspend. As website traffic increases, businesses then have more opportunities to convert visitors.

CPA-driven campaigns use predetermined cost-per-acquisition benchmarks for all campaign decision making. These types of campaigns are best for businesses that track conversions and have less than ten products. By keeping the focus on acquisition costs, these campaigns are designed to make campaign decisions that help meet or exceed the predetermined benchmarks.

ROI-driven campaigns are quite a bit more complex. These types of campaigns are best for businesses that not only track conversions, but also have a enough to create accurate forecasting models. Netmark’s ROI-driven campaigns are based on computer simulations that test hypothetical changes to different campaign variables like keyword cost-per-click. We use these simulations to forecast a change’s effect on a business’ bottom line. The goal of an ROI-driven campaign is always to increase business profits.

As a campaign grows and develops it’s in a constant state of change. Most campaigns at Netmark are managed through a custom-created PPC console. Our software helps to automate changes to certain quantitative variables in each PPC campaign. This means the software assists our staff in making logical decisions. Using software helps guarantee accuracy, but more importantly, it decreases the time required to find and make these changes. Netmark’s proprietary software can turn a 5-hour job into a 5-minute job, saving our clients hundreds, sometimes even thousands of dollars each month on campaign management. On the flip side, our staff has complete control over every quantitative variable in each PPC campaign. In other words, our staff makes all of the common sense decisions. We call this unique management style, using both software and humans to manage in their respective strengths, “selective automation.” We have found it to be the best and most efficient way to manage PPC campaigns.

Adwords Quality Score Determinants:

• Click-through-rates of ads, display URLs & keywords
• Keyword relevance to ads, search queries, & landing pages
• The transparency, navigability, & originality of landing pages
• Historical performance in specific geographical areas
• Other factors Google has not released to the general public