Fortune Interactive takes a “common sense” approach to paid search management. Our formula is simple; write compelling ads backed by extensive key word research, and target the campaign at users that are the most likely to become customers. The end result of our efforts is a cost per acquisition (CPA) that decreases, and a return on investment (ROI) that increases.
Best Practices dictate no less than 3 ad variations per ad group. The only way to definitively know what will attract clicks is split testing. We are constantly in the process of revising and testing new ad copy. Years of experience have given us an excellent understanding of what does and doesn’t work, however we recognize that each industry brings with it a unique customer base and we tailor our ads accordingly.
We perform extensive key phrase research not only at the beginning of a new campaign; we also include it in our regular maintenance procedures. Our goal is to make the conversion process as smooth as possible from an end user perspective. We strive to get inside the search user’s head, and a large part of doing that is understanding exactly what people are searching for, and the fashion in which they search for it.
Driving qualified traffic is the essence of effective search marketing. Failure to do so will send costs soaring, yet yield little or no returns. Many companies fail to realize the huge profits to be made from paid search simply because they never made the effort to make sure that the people seeing their ads were the users that were most likely to convert. We consider the quality of traffic being delivered in every step of our paid search process, in our ad creatives, in the keywords we select, and in the maintenance process.
Our technology of choice when managing paid search campaigns is Omniture Search Center. Search Center is an extremely powerful tool that provides analytics data and bid management automation. For our clients, that translates into their dedicated paid search specialist spending more time refining their marketing strategies and less time adjusting bids based on the frequent pricing fluctuations within the search engines.