Our Approach
to Paid Search

We employ a holistic approach to paid search that focuses on prioritizing high-intent keywords, building landing pages optimized for conversion rate and quality score, and setting the account up based upon industry best practices.

CONTINUAL OPTIMIZATION AND ANALYSIS

Continual testing, bid adjustments, and optimizations based on the data we’re seeing while managing your paid search account.

LANDING PAGE CONVERSION RATE OPTIMIZATIONS

Optimize existing or build new site landing pages that target your highest intent keywords. The goal is to both increase Google quality score, which lowers costs, and improve conversion rate.

PAID SEARCH ACCOUNT RESTRUCTURE

Ensure the paid search account is structured based upon best practices for your industry, product mix, and conversion goals.

KEYWORD AUDIT AND PRIORITIZATION

Audit your site organic and paid search keywords, and your competitors' keywords. Prioritize those that are highest intent and highest likelihood to convert.

Our Typical SEM Engagement

KEYWORD AUDIT & PRIORITIZATION

- Keyword analysis, categorization, and prioritization based on organic search (SEO) and paid search (SEM) data.
- Landing page / product analysis and prioritization based on conversion rate and revenue.

PAID SEARCH ACCOUNT RESTRUCTURE

- Restructure of paid search (AdWords or Bing) account based on best practices for your industry, product categories, and conversion / return goals.

LANDING PAGE CRO

- Optimize existing or build new site landing pages that target our highest intent keywords. The goal is to both increase Google quality score, which lowers costs, and improve conversion rate.

ONGOING MANAGEMENT

- Ongoing management of your paid search account, which includes continual testing, optimizations, data analysis, and real-time metrics reporting.

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