Paid search engine advertising (pay per click) is the fastest growing form of marketing in the world. Approximately one-third of all visits from search engines to Web sites originate from a pay per click advertising link. It is an incredibly popular option because it is so efficient. You only pay the search engine (i.e.Google, Yahoo!, MSN) IF someone clicks on your ad and visits your Web site. Essentially, it's an auction for Web site traffic, as the person willing to pay the most for a click is listed at the top of the paid search results.

Pay Per Click Advertising - Bid Analysis

However, just because someone clicked your paid search engine advertisement doesn't mean that behavior will generate positive ROI. Consequently, Mighty Interactive conducts a comprehensive pay per click advertising bid analysis to determine what competitors are bidding for key client search queries, how much competitors are paying, if their ads are online at all times or intermittently, and what clients should optimally pay for each click.

Pay Per Click Advertising - Venue and Testing Matrix

Based on the audience definition, Mighty Interactive determines which pay per click advertising venues are most likely to attract the desired audience (there is significantly more variance in demographic and psychographic profiles between major search engines than is commonly perceived). Mighty Interactive then creates a venue recommendation plan that determines where pay per click advertising will appear, and how the ads will be optimized for success over time. Small changes to pay per click advertising can yield significant results improvement, and Mighty Interactive provides a full testing plan to uncover the best combination of elements.

Pay Per Click Advertising - Landing Page Plan

The page users are taken to after clicking a pay per click advertisement or online ad is called a landing page which acts as a "lobby" to expedite visitors to the desired interaction activity such as registration, download or purchase, and the components of that landing page can have a much larger impact on ROI than the pay per click advertising bid price or the ad copy. Mighty Interactive frequently creates highly specific landing pages for use in pay per click advertising programs. These landing pages are designed to turn clicks into leads and sales as quickly as possible.

Mighty Interactive frequently employs sophisticated landing page testing protocols using the Taguchi Method multi-variable system to determine the best possible landing page for each client scenario.

Pay Per Click Advertising - Management

There are two factors that determine where ads appear in PPC search results: what a client is willing to pay for a click, and your competitors are willing to pay for the same click.

The mistake most non-professionals make in paid search is bid management. They set a per-click amount that is not based on the competitive landscape. This can be a significant waste of money. Here's an example:

1st place bid - $1.25 cents
2nd place bid - $1.24 cents
3rd place bid - 44 cents

Mighty Interactive sees this pattern regularly. The organization bidding for the #2 spot would only have to pay 45 cents - not $1.24 - to maintain that same position. Thus, every time someone clicks on their ad, they are overpaying for that click by 79 cents. It can add up fast.

Our sophisticated software and full-time pay per click advertising specialists review every client bid several times EVERY HOUR and make changes to those bids so clients pay as little as possible for each click.

Pay Per Click Advertising - Reporting

Mighty provides comprehensive monthly reporting on all pay per click advertising campaigns in all venues. This report shows clients exactly what was spent, how many people came to a Web site as a result, how many of those people engaged in a desired user action, and what search terms are the best performers.

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