Paid Search

Posted by Peggy Franz, Manager Search Services

Every client’s search program is unique depending on their industry, marketplace and customer base.  To tailor the launch for every client, Performics utilizes a detailed Discovery Process, which includes client launch calls to acquire key advertiser inputs, a Diagnostic Assessment, and a post-launch SWOT analysis.

During the launch call, many inputs are discussed with the client, including budget and ROI goals, success metrics, promotional needs, seasonality, frequency of content changes, demographics, and geography. Prior to these calls, the client completes a detailed Discovery Document.  The launch and program teams analyze and discuss these inputs and conduct a thorough site and competitive analysis, which helps determine program structure, creative, and targeting.

One key to a successful launch is Performics’ systematic approach to understanding the strengths and weaknesses of a client’s current program. A Diagnostic Assessment of all existing search programs is performed to discover what is working and what is not.  This assessment reviews critical components such as campaign structure, keyword management, copy management, landing page management, and bid management/budgeting.  Recommendations and opportunities are identified and presented to the client.

Approximately four to six weeks post launch, a SWOT analysis is performed to further perfect the client’s program.  This evaluation drives further program refinement to insure that all goals are being met.

November 12, 2008

The Paid Search Program Launch Discovery Process

Posted by Peggy Franz, Manager Search Services Every client’s search program is unique depending on their industry, marketplace and customer base.  To tailor the launch for […]
November 6, 2008

Search Happenings

Posted by JC Longbottom, Marketing Analyst From the Engines: ·         More Quality Score improvements from Google. ·         Google ends its deal with Yahoo! Other Topics of […]
October 31, 2008

Search Happenings

Posted by JC Longbottom, Marketing Analyst From the Engines: ·         Don’t know where to vote? Ask Google. ·         Holiday click and conversion trends from Google’s Chief […]
October 28, 2008

Performics Hits the Nail on the Head for Northern Tool in U.K. Market

Posted by Andrew Caravella, Product Marketing Manager (International) After running a successful U.S. paid search program, Northern Tool wanted to establish a footprint in the U.K. […]

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