Out of the Box

Strategize | Create | Deliver

Pay Per Click | Adwords | Google | Yahoo | Bing

Pay Per Click vs. Organic SEO

Natural search engine optimization is a long-term commitment to grow your brand and image, and obtain front page rankings for your business in the organic search results of the major engines. Pay-per-click advertising should be handled like any other form of paid advertising: gingerly, and with a clear, quantifiable short- or medium-term goal in mind.

Ad Visibility

The campaign can be national in scope or limited to a regional market using the Google system of ad delivery. Showing select products in specific markets area can help maximize ROI. We will discuss these options with you as we review the products together.

Keyword Research

PPC advertising can be a cost saving form of advertising if the keywords are carefully chosen and the campaign is well focused. Keyword research is the starting point for all PPC and SEO campaigns. In some cases it is best to compete for high placement for the most popular keywords, but we are also interested in identifying keyword ‘niches’ for which the top bid is often only $.10 per click.

Ad Copy

Out of the Box will create the ad text, and measure effectiveness by rotating 2-3 variations in the first month of the campaign.

Search Network, Content Network

The best way to keep costs down and visibility up is to limit the ads to the Search network of the major engines. Implementing content ads will be done on a limited basis, perhaps to coincide with currently popular products featured in fashion magazines or runway shows.

Conversion

Once the online reservation system is functioning, conversion tracking will be placed on the “reservation complete” page of the site to determine the value of the ads. In the meantime, we could use the booking form to get some idea of ROI.

Budget

The client will set a monthly budget for the PPC campaign. If the ads are to be shown on all three major search engines, the budget will be divided according to prevailing traffic trends. Google garners the most traffic of any search engines, and the larger percentage of the budget will be dedicated to Google at the outset of the campaign. We will track the numbers of impressions and conversions on Yahoo and MSN to determine the best use of the funds. The budget will be carefully monitored, and we will watch for any indication of click fraud or overcharges

Reporting

You will have access to weekly reports through your Google account. These will be customized to deliver the information that is most helpful, including keyword position, cost, number of impressions, click through rate, and the rate and cost of conversions. A monthly meeting by phone or email will help up stay in touch, add or subtract keywords, raise or lower costs per click and discuss the effectiveness of the ads. Ad copy can be changed at any time to promote a sale item or launch a new product.

Costs

Our basic service fee for creating and maintaining a Google PPC campaign is between $100 and $200 per month. Content network and search partner ads are included in this price if you wish to expand in that area. If you choose to add MSN and Yahoo search components, the cost per extra search engine is $50 each per month. If your ad campaign requires more than five ad groups there may be additional charges.

Billing

The cost of the CPC ads will be billed directly to your credit card from Google, Yahoo and MSN. Out of the Box will email you a monthly invoice for the management fees. Please mail check payments to our office address.