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Digital
Impact's Pay for Placement (P4P) management services are built
to deliver performance-based results for your search engine
advertising budget. Our expertise in keyword research and selection,
creative copy writing, bid-auction management and optimization,
geo-targeting and other advanced features from P4P services
will produce a proof-positive return for your campaigns.
Using P4P services for Overture and Google AdWords is the only
way to secure top rankings for specific keywords. Digital
Impact can respond faster with P4P advertising than any other
form of media. Through optimizing and management of your P4P
campaign, we ensure your ads are fine tuned to produce results.
Digital Impact's Pay for Placement
Services include:
Keyword Research and Analysis
We begin your P4P campaign
with detailed keyword research and analysis in order to understand
your keyword market and begin developing an understanding of
how your target audiences are searching in your industry. Our
experts mine keyword search data to create keyword market profiles
for better understanding of your online customer segments. The
resulting keyword intelligence reports are critical to developing
a solid strategy for the ongoing campaign.
Pay
for Placement Strategy
Development
Digital Impact works with
you to determine the specific goals of your P4P campaign.
P4P strategy development considers the following:
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Short-term vs. Long-term
goals |
| • |
Specific high-cost phrases
vs. General low-cost phrases |
| • |
Broad matching vs. Specific
phrases |
| • |
Geo-targeting vs. Global
reach |
| • |
Brand awareness vs. Direct
response |
| • |
Direct Sales vs. Lead
Generation |
Keyword Selection and Ad Creative
Digital Impact will use the
desired P4P strategy and our keyword research to make the initial
selection of keywords to be managed and optimized in the P4P
engines. Next, we begin the creation of the P4P Creative Toolbox,
a tool for the expedited creation of pre-approved ads that can
be tested and optimized once they are live. Our expertise in
keyword selection and ad creative is the key to achieving sales,
actions, and higher conversion rates with your P4P campaign.
Creative Management and Optimization
Even with good results,
Digital Impact dedicates time to the ongoing P4P campaign
management and to optimizing the campaigns performance. Depending
on the total budget, number of included keywords, the number
of P4P engines, and the competitiveness of the business segment,
we may work on your campaign on a daily, weekly, or monthly
basis.
Analytics and ROI Reporting
With Digital Impact's Analytics
and ROI Reporting in place, we can optimize
your P4P campaigns with real-time referral data from Overture
and Google by tracking traffic to your website and how it
converts into action. This data is the key for understanding
which keyword terms are worth investing in. As campaign tacticians,
it gives us the knowledge to move quickly and ensure your
campaign is delivering the highest value by excluding keywords
that aren't performing and expanding keywords that are. |
