How would Enquiro handle
optimizing a paid campaign?
Enquiro has significant
experience in determining where the best
locations are for ads to appear and which ads
are the most likely to attract the user’s eye
and we have published eye tracking research
accordingly.
To optimize the ads we will act on a phased
implementation schedule ensuring each of stage
of the implementation is having the desired
effect.
The first stage of the implementation is to
analyze the campaigns past performance to get an
understanding of the competitive landscape, what
significant moves have been made and to
determine the most effective strategy for the
campaign. Once Enquiro has an understanding of
the campaign and the required statistical
information, a day parting and geo-targeting
solution will be implemented. Our experience
with PPC campaigns shows that the cost per click
can be brought down by using a day parting and
geographic segmentation strategy. Additionally,
using several of the matching options, including
negative matching will help to further target
the ads to the specific target customer and
therefore minimize wasted impressions and
improving click through rates. By implementing a
similar strategy with Contiki Holidays,
Enquiro was able to reduce their cost per click
and increase their daily traffic delivered
through their PPC campaign for the same budget
increasing Contiki’s Return on Advertising
Spend.
Further identification of keywords will enable
Enquiro to determine if any keywords with
moderate to significant search volume have been
omitted as well as the elimination of poor
performing words, those generating low click
through rates and high cost per conversions.
Once again, analysis of the competition’s pay
per click campaigns will help to identify missed
opportunities.
Once the campaign structure and advanced
targeting has been established, Enquiro will
begin to focus on the creative elements for the
campaigns. Both Yahoo and Google have shifted
towards using a quality score in addition to bid
pricing to determine the position of an ad on
the Search Engine Results Page (SERP) and
consequently the cost per click. Our creative
writers will work to further optimize the
creative elements of the ad to be appealing to
both the user and the Search Engine Quality
Score. We will work to improve the optimization
of the ads so that the user will find the ad
relevant and compelling thereby increasing click
through rates, improve position on the SERP, and
deliver more traffic to the site for the same
dollars. Enquiro will run A/B tests on the ads
to ensure the best performing ads for the
keyword are used.
In addition to improving the ad creative,
Enquiro will also help with a landing page
strategy and conversion paths to ensure that not
only is the quality score higher, but that when
the user clicks through on the ad and lands at a
particular page, they follow through to the
desired action your company and Enquiro wish
them to take. The combined effect of these
strategies will be the reduction in the cost per
conversion and an increase in the return on
advertising spend. 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?
How do other SEM considerations play a role in
PPC for Enquiro?
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?
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