Paid Search Services

Paid Search Services

Results-driven, mathematical PPC Pay Per Click advertising is widely acknowledged as the most powerful form of direct marketing. Not only are you gaining access to people that want to buy what you sell, but you are doing it at a time when they are actually looking to buy it. Profitable PPC requires a unique blend of mathematics, statistical probability calculations, creative semantic research, cultural (as well as market) awareness, and strategic planning. Search Laboratory s experience in managing global PPC campaigns gives our clients the competitive edge when it comes to paid search marketing. Paid search as a science PPC is more of a science than an art, and as such, Search Laboratory employs a team of experienced account managers, all of whom are graduates in a mathematical discipline. Their scientific approach ensures they optimise your PPC campaigns based on fact rather than gut feelings and can achieve optimum results from your specified budget. The Search Laboratory team also have exclusive use of BidLab TM (our proprietary bid management tool) which can help increase the ROI derived from paid search dramatically. Search Laboratory combines its custombuilt technology with the expertise of its mathematics graduate account managers to deliver demonstrable results from PPC. Search Laboratory s approach is results-focused. We deliver measurable results and can help you achieve double- or triple-digit percentage increases in ROI by applying our unique formula, approach, and technology. Working closely with search engines such as Google, Search Laboratory can help you reach a wider audience online with paid search including display advertising, remarketing, optimisation of product feeds, and advertising on social media platforms such as LinkedIn. Our team can help you run campaigns on: 2

TM Search Laboratory / PPC Services Transparency in our approach We pride ourselves on our communication and reporting. We ensure you have regular contact with the account manager driving and optimising your PPC campaigns. Transparency in our approach is integral to maintaining long-term relationships with our clients. Our focus is on increasing your ROI from PPC. We will be open and honest in telling you if your budget is higher or lower than we feel is optimal. We have been known to reduce client s overall monthly budgets by optimising their PPC campaigns to reach their fullest potential. Search Laboratory s staff hold accreditations from the major search engines, such as Google and Bing. These certifi cations are marks of trust that indicate our staff have passed the search engines own exams in paid search marketing. By being certifi ed, you can rest assured we use only best practice approaches to PPC marketing and are up-to-date with all the most innovative, cutting-edge technology. 7 reasons to choose Search Laboratory for PPC 1. Proven results You just can t argue with results. We consistently achieve double- or triple-digit percentage increases in ROI by applying our unique formula, approach, and technology when compared to campaigns run in-house or by other agencies. 2. We employ the best people In order to perform PPC optimisation, specialist skills are required. Our recruitment process is one of the toughest in the industry. All our PPC account managers are required to be graduates in a mathematical discipline as well as having to demonstrate a passion and aptitude for ecommerce and Internet marketing. Once we ve found them, they have to undergo a rigorous training program to ensure they are the best in the business. While their background will be mathematics, we carefully select only the most creative people to ensure you get the best of both worlds. 3

3. Communication, transparency, and responsiveness You want to know what has happened, what we are doing, and what our strategy is going forward. Through advanced and tailored reporting and regular contact with your dedicated account manager, we consistently outperform the competition. It s one of the main reasons we have such a high client retention rate. 4. Advanced technology BidLab TM, our in-house bid management tool, has been designed to find the most profitable bid profile across thousands of keywords. Using methods and algorithms that overcome the problems found in off the shelf bid tools makes our system unique in the market and exclusive to us. BidLab uses advanced algorithms to identify how likely each keyword is to convert compared to similar keywords in a group. Keywords with low search volume can be hard to optimise bids for. BidLab optimises long-tail keywords with low search volume with mathematical precision by grouping keywords together based on behaviour. It can then accurately predict conversion rate quality score to optimise bids and maximise your ROI. 5. Sector specialists Although the PPC principles remain the same across different markets, we have a wealth of experience of the various problems you might encounter in different industry sectors. More importantly, we have developed the expertise and tools to tackle them most effectively. We specialise in many sectors, including: Fashion, ecommerce, Travel, Technology, B2B, Finance, Professional Services and Gaming. 6. Profit and conversion focus Position 1 will get you the most sales, but which position will earn you the most profit? Our statistical approach and staff help us to identify the answer to this complex question better than anyone else. Additionally, if your website can t convert traffic into sales then your PPC will never succeed. Luckily our employees are experts at identifying issues and advising them on what is required to maximise the conversions you get for your ad buy. We also offer specialised conversion optimisation and testing services that will keep you ahead of your online competition. 7. Multilingual PPC experts We specialise in managing multilingual search campaigns across many languages and countries. The company was founded to provide a more auditable, ethical, and statistical approach to PPC and to fill the gap in the market for a proper, linguistically faithful approach to multilingual campaign management. We have a team of linguists in-house and can optimise your PPC campaigns in 35+ languages. Our team will ensure every element of your PPC campaign is optimised for global markets, including your keywords, ad copy, sales messaging, and landing page content and imagery. 4

Our PPC management services Our PPC services are comprehensive, and include: Keyword research and creation While the main (head) search terms for your market will always be important, the real potential in a PPC campaign comes from the more specific (longtail) keywords. Long-tail keywords are more likely to be cheaper to bid on, and are also likely to convert better into sales. Our skilled PPC experts and linguists will help you achieve an optimal keyword list for your business and its products or services. Advertising copy, design and testing The relevance and quality of your advertisements is key in getting people to click on them. Having a well designed ad with a high click through rate (CTR) is critical in reducing the price you will have to pay per click. We can help you create compelling text and display ads and test them on an on-going basis to increase your campaign s CTRs. Campaign structure and setup One of the most important aspects of a PPC campaign is the structure of the campaigns and ad groups within it. Our experience allows us to structure campaigns in an optimal manner, reducing your cost per click and increasing your exposure for your highest-quality terms. Product feeds and Google Shopping optimisation A well-structured, concise product feed will help you generate more revenue from your PPC campaigns, and we can help you create product feeds for any number of products. Our PPC team can create custom ad copy for each and every product you stock, meaning that your prospects will always see the most relevant ad to their search, as well as a competitive price. Product feeds can be tricky to set up but our extensive experience of working with online retailers means we have the know-how to help you generate more sales and profit from your ecommerce website. Campaign monitoring and optimisation Daily monitoring is essential to ensure your campaigns are on target. We constantly look for ways to improve the original setup of PPC campaigns in order to achieve higher returns for your ad spend. This can include (but is not limited to) adding new keywords, new ad copy or changing the structure of your campaigns. Our proprietary, bespoke bid management system; BidLab TM helps us analyse results, and monitor bid prices daily to maximise ROI. Without our exclusive system, setting individual bid prices for thousands of keywords every day would be practically impossible, especially for long-tail keywords. BidLab s algorithm identifies the likelihood of each keyword converting by looking at keywords with similar intent. It also analyses seasonality and other trends which may affect the likelihood of a keyword converting. 5

By making daily decisions across tens of thousands of keywords, we can optimise your paid search campaigns to maximise your return. Display advertising and Real-Time Bidding Traditionally display advertising is carried out through bulk purchasing of publisher inventory with an assumption that the right target audience will be on that site when your ads are live. This approach inevitably increases your cost per acquisition (CPA). It also provides little or no opportunity to optimise your campaigns with the statistical diligence that is required to achieve the best ROI or brand engagements that make campaigns truly successful. Real-Time Bidding (RTB), however, offers a display advertising platform comparable to search engine marketing. It is the best way for you to maximise your online advertising budgets allowing you to target specific users with static, rich media or video ads online. Real-time, impression-byimpression-based decision-making ensures your budget is spent solely on showing ads to the right people at the right time. Traditional Media Buying Model: Real-Time Bidding Model: Using the demographics and behavioural trends of people relevant to your business, we can segment your desired target audiences by a huge range of key criteria from age, household income, and education levels to lifestyle choices and hobbies. As real-time bidding allows us to target specific users on premium inventory, we will only bid when our target audience is on the site. We have access to all major ad exchanges including: Double Click (Google), Microsoft, Open X and Facebook, and as such have hundreds of demographic targeting options available. Our highly mathematical approach is vital in helping us make sensible bidding decisions which lead to an ROI that can t be achieved with traditional display advertising. Unlike other traditional media buying agencies, our cost efficiency doesn t come from purchasing in bulk, but instead through paying only to display ads to the most valuable audiences and by optimising our adverts and targeting options. Performance will improve over time, as campaigns are optimised and as more data is collected about the traits of your ideal customer. We can help you set up profitable RTB and display campaigns in addition to your traditional PPC campaigns. 6

Tracking and analytics implementation Absolutely critical is the setup of tracking mechanisms and website analytics. Your analytics setup should give you valuable data which will inform you about how your campaigns are performing in terms of sales and returns and where they could be improved. As a certified Google Analytics Partner, Search Laboratory is able to help you implement and optimise your website analytics to ensure you have maximum insight into your campaign effectiveness. Reporting and feedback Regular client contact and in-depth reporting is a key part of our service. Our reports will give you the information you need in order to make key decisions about your PPC budget allocation. Search Laboratory clients have full visibility of not only the performance of their campaigns, but the optimisation work that is in progress. We perform the difficult optimisations required and present the results to you in an easily digestible format. Conversion optimisation and landing page tuning In addition to our expert PPC management, we can also advise you on how to convert more of the traffic landing on your website. Sometimes even small changes to your site can make a big difference to your conversion rate and profitability. Our specialist conversion optimisation and testing team will help you identify issues onsite and advise you about what is required to maximise the conversions you get for your advertising buy. Want to know more? Call us on: +44 (0) 113 212 1211 or email us at info@searchlaboratory.com to find out how our expert PPC team can help you generate more profit from your paid SEM. 7

Search Laboratory London // Leeds // New York Phone: +44 (0) 113 212 1211 Web: www.searchlaboratory.com Email: info@searchlaboratory.com