Overview
Pay per click search marketing is an advertising model where a web site owner can enter into an auction and bid the price they are willing to pay for a click in the search results page for a particular keyword phrase searched. There are complex auction rules, and processes that control who and how much is to be charged by the search engine to the advertiser for each click. The more skilled a campaign manager, the lower the price that is paid by the advertiser, and the better the return on advertising spend.
PPC Campaign Methodology
Lined Media choose to operate in a manner that gives our clients total transparency into the work that we do. To maintain the best results, we follow clearly defined methodologies for campaign creation and campaign optimisation.
Campaign Creation Methodology
By creating a well-structured campaign, and following specified bidding methodology in campaign creation, immediate results can be achieved out of the box. In addition, the use of our ad creative generation methodology increases the click through rate of a campaign, maximising the quality score and minimising the bid price paid for each click.
Campaign Optimisation Methodology
Campaign optimisation methodologies are aimed at ongoing improvements in ROI. The key to a great campaign optimisation strategy is to not diminish the size of the campaign. This is often a side effect of algorithm based bid management tools that produce a great ROI on a constantly diminishing set of keywords and advertising spend, as short term fluctuations and premature removal of keywords leads to a reduction in the size of the campaign.
The Lined Media methodology sets out to maintain advertising spend while improving the ROI, and we use in-house technology to drive a process for which a human is always in control. That means our clients get the benefits of computer driven tools, such as fast responses and fast changes, without the random changes that can often occur when a computer makes all the decisions.
PPC Technology
Lined Media use a proprietary system that we call SEMAX (semax.com.au) to control the whole process, from initial campaign creation to ongoing campaign optimisation. This system provides campaign managers with insights aimed at improving campaigns, and allows them to spend improving and expanding campaigns, rather than teasing information out of various tools.
Campaign Creation Technology
SEMAX integrates with Google Adwords API to dynamically generate ad groups out of keywords, ad creative and destination URL’s. This allows us to build out campaigns very quickly while expanding certain keywords, and allows for the use of dynamic variables such as product price and other product attributes. Once campaigns are created by SEMAX, all changes are uploaded via the Google Adwords API.
Campaign Optimisation
SEMAX has full version control and campaign history logging so changes are recorded and can be rolled back if required. This encourages testing of optimisation strategies according to our methodology with minimum risk, as an unsuccessful test can be returned to a previous state instantly. This ability to roll back changes minimises the risk from the campaign managers, and ensures optimisation outcomes are always in the required direction of an improved ROI.
Campaigns created in SEMAX can have campaign restructures and expansions carried out very quickly, ensuring fast and risk-minimised optimisation. The inclusion of bid management according to a rules based system into SEMAX allows the system to understand the optimisations carried out by the Campaign manager, and manage keyword bids according to those optimisations. The outcome is a steady improvement in ROI, a reduction in CPC per keyword and the correct implementation of keyword matching types and ongoing discovery of negative keywords that are to be avoided.