Periscopix Paid Search Management

Transcription

1 Periscopix Paid Search Management A bit about us Periscopix focus since inception in 2004 has always been about providing a client specific, quality PPC service; managing and guiding through all aspects of a client s paid search strategy and campaign. We like to focus on the detail and ensure that we get the job done properly. As a result of this, we can be highly flexible both to our clients needs and in response to observations and recommendations which we regularly like to make. We like to work in a very hands-on way whilst providing you with a dedicated team to draw from everyone s individual knowledge and expertise to offer the most effective solution. In line with this ethos, we operate on a flat fee to ensure that our motives and the motives of our client are the same. We therefore see the relationship as a partnership. In order to nurture and develop trust in our partnership, we like to work completely openly with our clients to provide 100% transparency in all aspects of what we do. Periscopix have developed a wide range of applications that help us provide a strong return for our clients from integrated bid management systems through to client accessible reporting, conversion tracking and detailed analytics. This technology is used as a tool when required to help achieve your goals, but at the end of the day, we like to leave the work in the hands of our certified professionals to choose the best course of action. All of our client service managers are Google AdWords accredited; we boast one of the largest teams of certified professionals in Europe. What truly makes us who we are is our commitment to service and our focus on a common objective. What we are not about is simply going through the motions; the vanilla solution that is implemented and managed from a distance. We like to get creative and work to constantly improve ad placement, quality score, copy and management to yield the strongest return for our clients. Campaign Build Work The approach to campaign build will follow the Periscopix methodology with all account development structured around a long tail keyword rich tactic. When managing campaigns our aim is to develop keyword match typing and account structure in situ to improve quality score and reporting capabilities by filtering the campaign through restrictive match typing. This focused approach helps improve CTR, Ad copy relevance and landing page selections. Further to this by reducing the volume of decisions being made by Google, we enable better visibility from keyword to convertible event. This data can be used to invest more and more of the client budget into areas of the campaign that have proven to be valuable.

2 Optimisation Account optimisation falls into two areas, bid management and campaign management. Bid management Our Sonar bid management system forms the foundation to both our strategic approach and a key part of the on-going optimisation. We feel that scale is important and to ensure real time efficiency within the auction dynamics we tailor a bid management solution to meet the need of each client. This customised approach ensures seamless communication between the system and the management team. When we work with a new client we develop the Sonar system around the characteristic required by each client, enabling it to make bid decisions at keyword, ad group and campaign levels - a tolerance is set by the team and anything outside of this tolerance is communicated back. This allows visibility of wider market dynamics and ensures campaign management activities are focused into areas of the greatest need. Campaign Management This covers all further areas of administration where the experience and knowledge of a qualified manager pays dividend. The bid management system communicates areas in the campaign that offer the greatest risk and opportunity - it is within these areas that effort is focused to improve keyword targeting, ad copy, landing page selection and a wider blend of management variables. The bid management system also enables the campaign manager to

3 operate controls for Split testing and Multi-Variant Testing across the campaign structure. By targeting Ad position 3 a manager can analyse the contribution of Ad Extensions, Ad scheduling or copy. Client Contact / Management The team will aim to answer any issue or queries directly - simply call into and speak to either your preferred campaign manager or any other member of the team and they should be in a position to assist you with your query. Alternatively please send an into the team and you can expect a response within 3 working hours. Certification We feel that it is extremely important that highly skilled individuals manage accounts therefore accounts will be managed by an AdWords certified professionals. Given our PCC focus we have developed a highly skilled team of professionals working across all industries and levels of the market; our aim is to leverage this experience to ensure competitive advantage for all of the organisations under our administration. Reporting

4 We feel that reporting is critical and we provide market leading reporting capabilities in two forms. The first is via bespoke dashboards, these are browser based and structured to provide key data metrics at the click of a button. The information is then pulled from the AdWords API to ensure real time visibility of account activity. The aim of these dashboards is to provide key management information and a daily review of account performance. For more advanced reporting capabilities clients also have access to our Sonar reporting suit. This is a highly advanced and detailed reporting tool used by us all to manage our accounts. The Sonar Reporting tool can pull any data metric from the API including information like Quality Score. The system also offers a number of pre-defined mathematical fields enabling you to trend information like Sale/Spend Ratio or ROI or cross metrics like Lead Value against impression share. Charts can be produced in static, interactive or motion form and all information is downloadable into spread sheets. The system enables visibility of any data set, at any scale across any time frame to enable campaign managers and client to quickly conduct advanced analysis.

5 Charts can be produced in a variety of forms to help visualise the large and often complex data sets:

6 Paying Us Periscopix look to work in partnership with our clients to ensure that we have the same motive: the success of the campaign. We therefore agree a fixed monthly fee which is inclusive of all aspects of the Periscopix service and on-going guidance. By establishing a fixed fee at the beginning of the campaign we ensure that as the campaign grows in line with ROI, our fees will not rise in line with ad spend. Given the scale and scope of work involved we charge a fixed fee per month (TBC prices start at 1000 per month) to operate and administer your campaign. Our fees and pay per click charges are subject to VAT where applicable. Given the scale of work involved to rebuild campaigns we would request a minimum commitment period of 6 months. Thereafter we would operate under 30 day notice. Some of our clients