Search-based advertising, or Pay Per Click (PPC), can be a valuable source of customer leads and sales revenue – and it can be extremely cost-effective (see comparison chart below). There’s a catch, though: Most online searchers decide which company’s link to click within seconds after scanning the results page.

That’s a challenge, because search engines, buyers, competitors and the search market environment are constantly changing. That’s where Point It can help: We monitor the changes that affect search marketing campaigns and modify our tactics accordingly. We help you manage across paid search platforms such as Google AdWords, Yahoo Panama and MSN AdCenter to optimize your return on investment (ROI).

With Point It, you benefit because we consistently monitor and modify your paid search program to maximize returns in successful program areas, while moving budget away from poorer performing keywords and phrases. At the same time, we work to improve the Quality Score that search engines use to rate the relevance and efficacy of your ads.

Our search marketing experts utilize the most effective tools, training and methods to improve paid search advertising results. We are a Google Adwords Qualified company and Members of Yahoo Ambassador and Microsoft adExcellence.

The seven steps to success

Discovery. During this critical first phase, we conduct an in-depth discussion with clients to understand their business model, relevant products and services, target audiences, buyer mindsets and cycles and goals and objectives. Our conversation is aimed at assembling the data that will become the foundation of the search campaign strategy.

Campaign architecture. If clients are already running search campaigns, Point It will tweak or even redesign them to improve keyword relevance and Quality Scores. We'll target select audiences and facilitate testing and maintenance. If not, we’ll design and implement the campaigns from scratch. We create keyword phrases and matching text ads make sure you receive the most relevant and cost-effective visitors. Often, we’ll establish sub-campaigns to support ads and identify keywords for specific product features, competitive targeting or branding.

The bid strategy. In this phase, we implement an initial bid strategy for your campaign and set targets for lead volume and cost-per-acquisition. Point It matches clients with the appropriate third-party bidding/tracking system and search engines.

Benchmarking. We start by benchmarking the data so you have a better understanding of the marketplace dynamics for your products and services. That allows us to refine and customize your strategy for maximum results.

Refining the ad copy. Next, we revise and edit ad copy as necessary. New copy is tested and rolled out based upon successful test results. This is vital because search marketing is a direct response channel based on click-throughs, and copy is vital to qualifying traffic. You need a synergy between keywords, ad copy and the landing page experience for best results, and that takes an experienced PPC team with the sophistication to make it happen.

Evaluating landing pages and offers. We collaborate with your Web and marketing teams to evaluate the site design and the pages on which potential buyers land after clicking on the client's ad. We make or suggest modifications to these pages and test effectiveness to improve results. Utilization of third party solutions may be recommended to deliver the most comprehensive solution.

Revise, report, retest. With every program we help launch, we continuously monitor, evaluate and test with one primary objective: to optimize the program over time so that your search campaign generates more customers at lower costs per acquisition.

For more than five years, Point It has driven success for wide variety of clients across e-commerce, retail web sites, digital agencies, B2B software providers and B2C service providers.