The Position2 PPC Process

Our PPC process is the result of years of expertise managing PPC for advertisers across industry segments and across the globe.

PPC Strategy:

Implementing a proper PPC plan includes selecting campaigns and search engines for launch. A proper PPC strategy defines monthly / quarterly goals, considers Ad / Landing Page (LP) optimization and divides its budget between campaigns & search engines.

Keyword Generation:

An effective PPC program needs the right set of keywords. In addition to relevance, we also look at the cost of each word, which varies depending on how many advertisers are competing for the keyword. Using a combination of tools and best practices, we generate keywords which effectively reach out to your target group.

Position2’s keyword plan includes:

Keywords generated using brands and models of products
Searching content of competitor/client sites for keywords
Using Keywords Generation tools to get more variations
Finding commonly misspelled keywords, and relevant negative keywords

Ad Creative

We create compelling ads that will get customers to your website. To make sure our ads are persuasive and reach out to your customers, Position2’s Ad creative includes researching competitors’ PPC ads and creating ads for selected campaigns. As part of this we:

Create headlines and ad copy to sync with keywords
Divide keyword clusters (campaigns) into High, Medium and Low priority

Bid management

Creating a PPC campaign is just the beginning. Its performance needs to be tracked and optimized. Position2 is always ready to change, modify, or reconsider the strategy and plan when desired results are not achieved. We have a host of proprietary techniques that include:

Dedicated account management teams to monitor performance on a 24/7 basis
Setting up a reporting schedule and monitoring activity to achieve goals
Adding more keywords and editing ads to work with performing keywords
Budgeting and redistribution
Modifying LP copy to work better with the ads
Expanding campaigns to increase visibility of ads

Analytics

Analytics plays an important role in the optimization process for PPC campaigns. Position2 is adept at using multiple Analytics tools, working with whatever tools a client is already using or recommending a new tool that will match the clients needs. Analytics has been proven to be effective in

Tracking performance of each keyword
Tracking user behavior at the site to better understand purchase behavior
Identifying potential cases of click-fraud, which is an important issue if it goes unnoticed
Identifying patterns or trends that help us optimize the campaign.