Search Engine / Pay-Per-Click/ AdWords Marketing

Search engine marketing, or pay-per-click advertising (PPC) can be quite an effective way to generate immediate traffic to your website. We understand that managing a PPC campaign is both an art and a science.  We pride ourselves on providing outstanding personal service and quality skill to your campaigns.  NuSpark Marketing founder Paul Mosenson oversees the PPC campaigns. He has been contributing to his client’s success for over 10 years in Internet marketing. Paul  and his team combines a strong attention-to-detail with outstanding analytics know-how. Highly experienced, we understand that every campaign is unique with its own set of goals.  

Our approach to Pay-Per-Click covers a number of initiatives including:

• Discovery. 

We take a deep dive to understand the goals of your campaigns.  Lead generation, quote requests, and online purchases are the most popular goals.  In addition, if the data is available, we like to understand conversion rates and average sale values to determine campaign ROI, and allow us to tweak adgroups and keywords based on conversion value.  We utilize our own PPC ROI calculator to assist our efforts.

• Wasted Spend.

We take a look at your current keywords and review any click through rates lower than $1.50, and evaluate if those terms are relevant or the click costs are being wasted.  Negative keywords allow you to filter out irrelevant traffic and we’ll look at the amount of negatives in your account. By eliminating irrelevant searches, your click through rate and conversion rates increase.  

• Quality Score

Google’s quality score has a major impact on your ROI.  Quality score is Google’s measure of keyword relevance to ad relevance.  A number of factors affect quality score, and we’ll implement strategies to improve your scores and maximize your account for performance. Of upmost importance is campaign and adgroup structure, and ensuring specific keywords match ad content, which improve click-through rates.

• Keyword Optimization

We’ll look at the ratio of shorter queries with long-tail keywords.  Long-tail keywords are typically 3 words or longer, and are more specific.  Shorter queries will gain higher traffic and are more competitive; long-tail queries will be less competitive and less costly.  Long-tail keywords reveal more intent, and are utilized later in buyer cycles, and will have higher conversion rates.   It’s important to balance early phase buyers with later phase buyers whereby search terms are more specific. In addition, we make sure keyword matching options are being taken advantage of.

• Ad Text Optimization

We’ll review how your ads are written.  Do they include keywords in the text?  Are your ads unique?  The more relevant an ad is to the keyword, the higher the click-through-rate, meaning the better quality score, meaning a reduced cost-per-click ad better ad positioning.  Other ad elements we’ll look at are your differentiating features and the benefits of your product or service.  The call-to-action ensures audiences understand exactly what you want them  to do when they visit your website.

• Landing Page Optimization  

We also consult with your designers/developers for proper landing page tactics, and put together tactics that allow improved conversion architecture.  First, we make sure landing pages are relevant to the search queries, copy and layout are clean, and any web forms are well-designed and easy to submit.  Poorly designed landing pages affect quality score as well as conversion rates. User-experience is the key to proper landing page optimization.

•  Google Analytics and Conversions

We make sure your Adwords campaigns are lined properly to Google Analytics, and that appropriate settings and options are implemented such as goal conversions and advanced audience segments.  By tracking goals, conversions, and conversion value, we’ll fully understand the impact of your search queries, and be able to optimize performance that increases ROI. 

Below is our list of comprehensive PPC services:

• Comprehensive Needs Assessment
• Budget Determination
• Account Organization
• Google Analytics Installation
• Search Marketing Platform Plan
• Search Campaign Set-up
• Content Network Set-up
• Mobile Ad set-up
• Local Business (Google Places) and extensions
• Landing Page Optimization
• Keyword Research
• Bidding Management
• Ad Copy Development & Testing
• Quality Score Management
• Conversion Tracking
• Call Tracking
• Comprehensive Analytics and ROI Measurement
• Referral and Other Media Tracking
• Ongoing Monitoring & Tweaking
• Reporting and Analysis

Pay Per Click ROI Calculator:   Click Here

Industry Experience

• Automotive
• B2B
• Education
• Financial
• Healthcare
• Non-Profit
• Real Estate
• Retail
• Tourism/Hospitality

“Paul Mosenson facilitated all our needs in our initial foray into internet advertising.  He surveyed potential outlets, helped us select the sites with the best demographics, established pricing, and organized the advertising copy. Additionally, his attention-to-detail with our pay-per-click campaigns has contributed to our conversion growth and increased ROI.   Paul has also been responsive, thorough and informed.  I would highly recommend him and his team for any b2b company looking to grow within interactive channels” Ken Miller, VP of Marketing, Perry Videx Corporation

“Paul is a go to type person. He thrives on working on your team and providing you the best scenarios for your organization. In addition to his media buying expertise, he advised us on up and coming trends. His expertise helped us manage the power of the Internet to increase our responses.” Sarah Willoughby, Executive Director, Greater Wilmington Convention & Visitors Bureau