The Jump Marketing Paid Media Team has extensive experiencing in all aspects of Pay Per Click (PPC) campaigns. With hands-on monitoring we fine tune each campaign to perform at it’s peak. We have learned to stretch every budget with the goal of creating a new success story every month of management.

Pay Per Click Methodology

Goals

What is the ultimate goal of your website? Are you trying to generate sales leads, contacts, make a sale, generate traffic or brand recognition?

It is imperative that you goals are clearly defined before you begin your campaign.  Your PPC goals will set the stage for how your campaign is created. Your goals are an important factor in what type of messaging will be used in your ads and keyword selection.

The Jump Marketing team will also assist you in setting realistic goals in respect to your Key Performance Indicators (KPI).  Our experience will help you to understand and set the expectation for the campaign performance.

Below are some key performance indicators we will explore with you. For these definition lets assume that action = a sale, contact or lead, basically it is the ultimate goal of your website:

• Return on Investment (ROI) – A key performance indicator for the evaluation of the of investment vs. the return. ROI Calculation:
  (gain from investment – gross investment)/gross investment=ROI.
• Cost Per Acquisition (CPA) – Is the overall dollars spent for each action. To find your Cost Per Acquisition:
  spend/number of actions = CPA
• Conversion Rate – simply put it is the percentage of website visitors who complete an action. To find your conversion rate:
  actions / visitors = conversion rate.
• Click Through Rate (CTR) – This is the percentage of users who see your listing or ad and click to visit your site. It is an indicator of how well your ad compels visitors to click on it. To find your conversion rate:
  visitors / impressions = click through rate.

Define your visitors

Who is your audience? What type of person is going to come to your site and complete the desired action. The team will take into account of number of variables when considering your audience.  After evaluating all of the variables we will then make decisions on keywords as well as what type of contextual advertising should be done. We will carefully craft your text ads and or display ads to attract targeted visitors.

Launch your pay per click campaign

When your campaign is launched we will have a complete well-rounded program in place. We will have matched keywords with specific landing pages to ensure your visitors are finding the information they searched for quickly. We know how fickle and impatient internet users are. There was a time when there was the 8 second rule, meaning you had 8 seconds to capture your users attention. Now that number has been cut in half. That’s right, you have 4 seconds to capture your visitors attention. If you do not present the information they were looking for straight away, you have lost an opportunity.

Optimization

Any pay per click campaign requires close monitoring and optimization. We will take the data collected from your website analytics and apply necessary changes to get the biggest bang for your marketing dollars.

Reporting

As with all campaigns it is important to know what is working and what is not. Each campaign is different in its reporting requirements. Jump Marketing typically delivers a monthly report chronicling the successes and failures of the campaigns.