eMarketing

Search Engine Advertising

Almost every search engine or directory (Google, Yahoo, AOL, MSN Search) displays two types of results for of a specific search. First, there are the "Natural" results --(also called the “organic” or the “editorial” results). These are the “traditional” search engine results that we influence by optimizing web pages etc, See Search Engine Optimization for more information.

There are also paid advertising listings displayed on most search engines and directories. You've probably seen them at the top or to the side of the “natural” search results. They are often called “Sponsored Listings”. These are actually small advertisements. You bid on keywords (phrases that people might search on such as “green widgets”). Usually whoever pays the most gets the number one slot. For each person who ‘clicks through' to your site you pay the amount you bid. That's why these search engine ad programs are often called Pay-per-click (PPC) advertising.

Pay-per-click ad campaigns can be very effective. eVision has been developing search engine advertising campaigns since they were first offered. We're experts at maximizing results!

The eVision difference

We closely test, monitor, and modify your ads to increase campaign performance. We create compelling ad copy that entices people to click through to your web site, often developing ‘Split run' tests – multiple ads with different copy to see which one performs the best. Doing this we have been able to double, triple; sometimes quadruple the Click Though Rate of our clients' ads (Click Though Rate or CTR - The percentage of people who see your ads and are enticed to “click though” to your web site).

We also focus on improving the conversion rate and ROI of your ads. The conversion rate is the percentage of people who click through to your web site and ultimately take the action you desire such as buying a product, signing up for a newsletter, or submitting a request for information, etc. See Conversion Rate Improvement & Usability for more information.

There are many ways in which we optimize accounts to increase the overall performance, from changing ad copy and keywords to possibly recommending web site content changes, including:

• Creation of specific web landing pages for PPC ads
• Analyzing web site user paths to determine if visitors are converting or if they are dropping off your site before converting.
• It's crucial to go a process of keyword research to see what people are actually searching for. If this hasn't been done we'll usually recommend a keyword research project, See Search Engine Optimization for more information about Keyword Research.
• Closely monitoring your PPC accounts for costs, conversions, positioning and making adjustment to improve performance over time.
• Adding more targeted, multiword keyword phrases to PPC accounts. These specific targeted phrases typically have very low impression rates (the number of times an ad is seen) but very high conversion rates and help you get highly qualified leads to your site. These kinds of keywords are often missed in more traditional keyword research projects because they have low impression rates.
• Creating specifically targeted ads as opposed to more general ads. These ads typically have much higher CTR and Conversion rates but require a bit more management time than general ads.
• Restructuring ad groups to optimize performance or to test new keywords

eVision's "Shared Reward" Paid Listing Campaign. Finally - Performance Based Search Advertising Campaign Management!!

Most search engine marketing agencies charge a percentage of the amount their clients spend on click-through charges, usually about 15-20%, for their campaign management fees, plus some minimum monthly fee.

We manage campaigns under this structure too. However, this approach is modeled on the traditional print advertising agency fee where the ad agency is paid based on a percentage of the advertising spend.

We think there’s a much better approach, one based on campaign performance - eVision's Shared Reward Search Marketing Program, available for selected clients.

The Shared Reward strategy is simple: eVision is paid mainly as a percentage of incremental net revenue or based on some other win-win approach (such as a value on new leads etc) - Very similar to a manufacture’s rep. In other words, our fees depend on our ability to generate significant new revenue for you.

Typically our compensation (or commission if you will) is calculated as a percentage of the net revenue you make from the search engine advertising campaigns we manage, for example Sales less Advertising Cost (the Click Through Charges from the search engine ads).

This keeps us focused on improving your ROI by reducing acquisition costs (primarily the Advertising Cost). You don’t pay us any commissions unless we’re making you money. It’s a Win-Win!

• Measuring ROI from an online marketing campaign. A blog post that shows how we try measure the Return on Investment from an online marketing campaign
• Cost justifying a PPC campaign. A blog post that shows how to cost justify running a Paid Listing (PPC) campaign
• Using a PPC campaign to test phrases and landing pages for organic results (A blog Post)
• “Buying” Your Brand on Search – Up to 23% Revenue Lift! (A Blog Post)

Ready to have eVision turn your web site into a sales tool? Call us at
203-481-8005 or use our contact form.