Services
At Take Aim Search, we specialize in Pay Per
Click (PPC) lead generation for small and midsize business
to business companies.
Our approach brings together our extensive,
on-the-ground business experience with the precision and cost
effectiveness that Pay Per Click has to offer.
Our programs are customized on a client-by-client
basis, however all involve three phases:
1. Program Design
You can burn through a tremendous amount of
time and money by simply jumping in and buying PPC keywords.
This initial phase is therefore completed before bids are
placed (i.e. before your money is on the line). It covers
the following areas:
- Objectives: How many leads will you need to achieve
your sales objectives? How much can you justify paying
for them? Do you have the systems and procedures in place
to follow them up effectively? How will you develop relationships
with the long term prospects?
- Keyword Strategy. What types of keywords will work
best? Will they work well together or should keywords
be broken out into separate groups? What bid range is
appropriate? Which keyword matching strategies will be
most effective?
- Ad Strategy. How should your company and products be
positioned with respect to competitors? How will you make
it clear to the good prospects that you have what they
are after? How will you minimize clicks by people who
aren’t really looking for what you sell? Should
you strive for the number one ad position or would numbers
three through five be equally effective?
- Landing Page Strategy. What do you want searchers to
do when they arrive at your landing page? How will you
motivate them to do that? How much copy should there be?
Should there be links to other pages within your site?
- Reporting. How will you know whether you are meeting
your objectives? Which data, measured how often, and in
how much detail should you collect? How can you obtain
the insights you need without getting buried in data?
2. Program Development
In the development phase, our objective shifts
to implementation. Based on our work in Phase One, we create
a series of keywords, ads and landing pages that lead qualified
prospects from the search engines, all the way through to
the landing page and whatever action you want them to take.
Specifically, program development includes:
- Keyword Development. A comprehensive look at a variety
of keyword sources, including web log, synonym and misspelling
analysis, leading to a target list of terms to be bid
on and their associated costs.
- Ad and Landing Page Development. Ads and landing pages
are written and built, all with the goal of creating effective
Keyword Flow
and optimizing conversions.
- Reporting. A customized data-gathering and reporting
methodology is developed for your program.
3. Program Maintenance and Optimization
While it may appear that once you’ve
got a PPC program in place the work is done, in practice,
it’s just the beginning. Effective performance over
time requires constant vigilance and adjustment, and this
is the focus of our third phase:
- Ensuring that bids are as high as necessary but as
low as possible
- Ad position – making sure ads are in the optimal
position
- Ad effectiveness – maximizing clickthrough rates;
getting the good clickers and eliminating the bad ones;
A/B testing to identify the best ads
- Landing page effectiveness – analysis and A/B
testing to identify copy, layout and offer combinations
that maximize conversions
- Meeting ROI targets – identifying the keywords,
ads and landing page combinations that meet ROI objectives
- Keeping up with changes in the way Google and Yahoo
implement search results and folding these back into PPC
tactics. At Take Aim Search our services focus on giving
you the targeted, cost effective, steady stream of qualified
leads you need to prosper. Click here to contact us now.
For more information on our PPC
Introductory Snapshot.
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