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Pay Per Click Search Engine Marketing Campaigns - Google & Yahoo

Competition among pay per click marketing on Australia’s leading search engines has skyrocketed in the past three years, due to exponential growth in the number of advertising using this channel. The effect is a marked inflation in the average Cost Per Click (CPC) and therefore Cost Per Application (CPA) for obtaining a new customer.

Whereas technology and bid management used to be enough to win in the pay per click arena, a more strategic approach is now essential to get the most out of paid search.

At dgm, it’s the combination of experience among our production and account management team with our world-leading bid management software and analytics that takes our client’s search campaigns to the next level.

Here are some terms that may help you to assess whether your pay per click campaign is performing. If you want further details about any of these topics, please contact our search team.

Optimisation Techniques: Optimisation normally occurs when an agency drops the rank and therefore CPC of a non-performing KeyWord until it no longer features in the campaign. Factors that can affact a KeyWord’s conversion include changing landing pages and creatives, as well as a range of factors outside of search engine marketing.

Increasing Conversion Rates: All top-tier search agencies work closely with their clients to help improve site conversions via multivariate testing and implementing best web usability practices.

Seasonality and day parting: A customer’s propensity to purchase changes depending on the time of day, day of the week and month of the year that they conduct a search. Bid prices, KeyWords, budgets and creatives need to reflect those changes.

Search Assists: Many agencies rely on a “last click wins” methodology which does not reward the search term that drove the initial interest. It is accepted that most customer acquisitions follow on from multiple searches, not just one. At dgm, we place value to KeyWords that may not provide the final sale but have contributed.

Deduping: Why pay many channels for the same sale? A good search agency works with the client to dedupe, by clearly understanding which touch point resulted in which sale, and allocating the value accordingly.

Holistic Advertising: Today’s marketers are demanding measurement of all advertising, and search is the perfect medium to enable that. dgm will work with your agency to align your search campaign to your other marketing to maximise return.

dgm - Pay Per Click Search Engine Marketing Campaigns

Contact the experts at dgm about improving your pay per click search engine marketing campaigns performance in Google & Yahoo.

With so many marketing programs and activities happening all at once, it is extremely valuable to be able to depend on a search agency like dgmAustralia who approach each campaign or task from a results driven perspective. Visibility in organic search and utilising SEM effectively is, and has always been, a core part of our marketing strategy - we are extremely happy to have dgmAustralia on board to help steer the course. I have always found the team highly professional and their considered recommendations consistently deliver the goods without the need for babysitting from our end.

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