How do other SEM considerations play a role in PPC?

To us, the two most important considerations directly related to paid search management are landing page design and natural search. PPC should be aligned with organic optimization – the chief objective being improving the overall visibility of the website, the overall conversions/sales, and the overall brand. Campaign management should never be on such a narrow focus as to not continually test and make actionable recommendations to improve every aspect of the marketing message.

The nice thing about PPC is that it is conducive to a testing environment, allowing us to control costs and change elements on a very micro level. For instance, we can create a test on marketing messaging and use the results to change website content (tone, scope, keywords, etc.) to target more qualified traffic through natural search; we can change conversion paths and triggers to improve landing page effectiveness; and what’s more, we can take this observations into offline marketing to improve the overall consistency and effectiveness of the brand. At Enquiro, we do not follow “silo” thinking, instead, we operate on a team bias, using the observations and recommendations from any part of the marketing mix to improve all parts of the marketing mix.

At Enquiro, Paid Search Management is a mitigation tool in addition to an advertising channel – why pay for clicks that you could get through natural search or better yet, direct traffic? The objective should always be to make those channels with the best ROI or potential for having the best ROI more efficient and effective.

More Questions

How would Enquiro measure and track branding campaigns in PPC?

List the search engines that Enquiro's PPC toolset integrates with.

What are Enquiro's best practices for testing PPC?

What is the average turnaround in setting up a PPC campaign?

Describe Enquiro's system for tracking PPC.

What is Enquiro's strategy for ensuring every PPC client gets the highest ROI possible?

How does Enquiro identify the best keywords?

What tools does Enquiro use to develop keywords?

What is Enquiro's experience with portfolio bid management?

How does Enquiro's system adjust bids to manage ROI goals?

What is Enquiro's experience with landing page testing?

How does Enquiro approach and integrate a paid inclusion strategy?

How would  Enquiro handle optimizing a paid campaign?

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