Pay Per Click (PPC) Campaign Management
Pay-per-Click (PPC) and Search Engine Optimization
(SEO) are very closely related and not mutually exclusive.
Both PPC and SEO have different goals and investment profiles and
present the client with a number on Internet marketing options.
When used in tandem, SEO and PPC can bring the client dramatic
improvements in their Internet marketing results.
PPC allows the client to chose certain key search phrases and
build a search engine marketing campaign around them. PPC campaigns
can easily be designed and timed to align with other advertising or
promotional events and give the client the opportunity to achieve
mutual support of each campaign.
The critical components of a successful PPC campaign include the
- Identification of the most cost-effective search phrases
- Defining a PPC campaign budget and bidding strategy
- Establishing a "sticky" landing page that leverages the optimum
blend of visual appeal and informational content to draw the
searcher deeper into the site
The essence of the PPC campaign is the selection of the
appropriate search phrases. Marathon's PPC campaign management
approach begins with a comprehensive Internet search engine traffic
analysis. The goals of the analysis are twofold: first, identify
the search phrases that offer the best blend of Keyword
Effectiveness, and develop information to support the appropriate
bidding strategy. Marathon's PPC campaign management engagements
have all leveraged this initial traffic analysis to the clients'
Once the search phrases are identified and the relative costs
identified and considered, Marathon assists the client in the PPC
campaign budget definition. The definition of the budget takes into
account the following considerations:
- PPC campaign duration
- Coordination with other promotions
- Desired Cost-per-Conversion
- Budget Burn Rate - should spending limits be set on a daily,
weekly, or monthly basis?
Once the financial aspects of the PPC campaign are decided upon,
Marathon and the client turn their attention to the all important
Landing Page. In many cases the overall success of the PPC campaign
depends on the time and funding dedicated to the Landing Page
Marathon's PPC campaign management engagements have typically
involved varying degrees of Landing Page manipulation. The most
effective PPC campaigns include a high degree of Landing Page
manipulation and usually include a certain amount of "A/B Testing"
to identify the optimal Landing Page design.
Utilizing the A/B Testing method means that the visual
characteristics and verbal content are changed over time to
determine which combination of design variables leads to the most
search engine traffic and visitor conversions. The changes are done
in a very controlled manner and their results are thoroughly
The testing periods can vary, depending on the duration of the
overall PPC campaign. Longer PPC campaigns give the client the
opportunity to undertake extensive A/B Testing, and thereby achieve
a high level of both search engine traffic and visitor
Changes to the Landing Page can be very subtle, yet result in
significant swings in hit rate and visitor conversions.