Netmark 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.
At Netmark we use several different pay-per-click (PPC) platforms to meet the unique needs of each of our clients. Incorporating multiple advertising campaigns across several platforms helps our customers maximize their reach. Some of the PPC platforms we use at Netmark include:
The most used search engine worldwide (reaches about 65% of U.S. search engine users).
AdCenter reaches about 30% of U.S. search engine users (AdCenter serves ads to both Bing and Yahoo users after the 2010 search alliance).
Focused Demographic targeting by: Location, Language, Education, Work, Age, Gender, Birthday, Relationship Status, Likes, and Interests. Use Facebook ads to: Grow your fan base, Drive Sales, or just build awareness.
At Netmark we understand the importance of effectively structuring the PPC accounts we manage. If an account is not structured properly the ads shown may not be relevant, clicks may be missed, quality scores drop, duplicate keywords will compete, and keywords can become budget hogs.
All AdWords accounts are organized with three levels: account, campaign, and ad group. At each level, we manage separate functions of our clients advertising efforts:
Controls administrative information, such as account access and billing.
Specifies settings that apply to all ad groups within them. We set daily budgets, target languages and locations, start and end dates, and ad distribution preferences.
Contains keywords, ad text, placements (which websites the ads appear on), maximum cost-per-click bids, and landing page destination URLs.
Netmark's account structuring will effectively allow you more flexibility in managing your keywords and ad text, controlling budgets, and setting strategic bids.
Search Ads are text-based ads that display on search engine results pages (SERPs). Search ads are triggered on the results pages of these search engines whenever a user searches for terms based on your targeted keywords. It is only possible to run text ads on the Search Network, for image and other ads, advertisers use the Display Network.
Search ads displayed on different platforms will often show on several sites and partnering sites. For example, on Google's global Search Network includes Google sites such as Google Maps, Google Images, Google Product Search, and Google Groups. It also includes search partners' sites, such as AOL.com and Ask.com.
On Google's Search engine results page (SERP), Ads can appear alongside, above, or below the search results. Find out how we can manage your Ad Position.
Display Ads are graphical ads, which appear on select Display Network sites. Display ads can be created in a variety of formats and sizes using text ads, static images, animated images, rich media, or video ads.
Google's Display Network consists of thousands of websites using Google AdSense (which gives you the opportunity for your ads to be displayed on these external websites). Several targeting methods are available for use depending on your business's needs. These targeting methods help make the image ads more attractive and relevant viewers.
At Netmark we use Display Ads to help you:
Generate Awareness by getting your ads seen by potential consumers, so they can learn about your business as they consider their options. The more that people do research in your business category, the more you will want your products/services to be noticed.
Drive Loyalty by re-engaging interested consumers. Through remarketing ads you can target people who have already visited your site (even if they didn't buy anything). Keep your business in the consumer's mind is likely to bring them back to your site.
Increase Sales by placing your ads on relevant websites. Showing your ads to more people, more often, means that when they come to buy, it's your business that is top-of-mind.
The most common cause of poor performance in a Google Adwords campaign lies in the campaign quality scores assigned by Google. Most people don't realize just how damaging poor quality scores can be. Poor scores can lead to undesirable ad positions and overpayment for clicks, causing even the most savvy individuals to second-guess whether or not PPC advertising is a good method of advertising. When Netmark takes over an existing Adwords campaign, our team starts by reviewing the quality scores assigned by Google. It's from here that we can usually begin pinpointing problems. Below is a diagram we made to help you better understand the specific elements that make up Google's quality score:
An Ad's position is determined by a formula called Ad Rank that gives your ad a score based on your Bid and your Quality Score (a measure of how relevant your keyword is to your ad text and to what a user is searching for). Even if your competition bids more than you, we can still win a higher position (at a lower price even) with highly relevant keywords and ads.
Higher ad ranking typically results in greater exposure for your products or services as a result of experiencing higher click-through-rate on your ads. Ad Rank is recalculated each time your ad is eligible to appear, so ad position can fluctuate each time (Ads can appear on the top, side or bottom of the search results page) depending on competition at that moment.
The main components of Ad Rank are your bids and the quality of your ads, keywords, and website. To boost your Ad position, we beat your competitors with quality, bid amounts, or a mixture of both.
At Netmark, our goal is to help clients maximize their profits. This means much more than just choosing a low bid amount for your keywords.
When advertising online, each client has a goal in mind (the sale of a product, a new lead, a sign-up, or getting a user to view certain material). These completed goals are called conversions; by assigning a value to each of these conversions we can determine the Bid (max cost-per-click) that will maximize profits. We do this by:
Netmark is currently working on several video tutorials to help transform you into an online marketing pro. Visit our YouTube Channel at http://www.youtube.com/user/netmark for more videos.
Netmark is currently working on several video tutorials to help transform you into an online marketing pro. Visit our YouTube Channel at http://www.youtube.com/user/netmark for more videos.
