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When you participate in a PPC campaign with Google or Yahoo, your ads are automatically shown on their respective partner networks of high-quality websites, news pages, and blogs. These include:
Google: AOL, Ask, EarthLink, NYtimes.com, CNN.com
Yahoo: AltaVista, InfoSpace, Dogpile, NYpost.com
We currently provide our search marketing management services exclusively with Google AdWords and Yahoo Search Marketing. While other PPC providers do exist (i.e. MSN, Kanoodle, LookSmart, goClick), they are less reliable and offer an insignificant amount of additional reach over what is already available through Google AdWords and Yahoo Search Marketing.
Once the signup process is complete, it typically takes us about a week (more or less depending on keyword volume and budget) to compile the keyword list, write ads, select landing pages, and build the accounts. We involve our clients by requiring their approval at various stages in the process, which typically adds another few days. Once everything is approved, we usually have the Google and Yahoo accounts fully constructed and online after one business day.
Many companies that have attempted to set up and maintain their own Google AdWords and/or Yahoo Search Marketing accounts have learned that professional management provides numerous advantages. If you are spending too many hours of your valuable time managing your accounts and/or are dissatisfied with the results of your endeavors, Impression Search can take over quickly and easily. We will execute a smooth transition, creating brand new accounts built using our tried and true techniques.
Participation in our services does not require changes to your website. However, we have found that advertisers may see their efforts fail because their website is not effectively selling their product or service. If your website is poorly designed or structured, qualified potential customers may be visiting your website, quickly becoming frustrated, and exiting before they have had a chance to take action. At no additional cost, Impression Search provides existing clients with suggestions and guidance to optimize their website and ultimately increase overall conversions. If necessary, we will also connect you with a professional web designer to process major structural changes.
The auction-like format of PPC allows for you and your competitors to adjust your bids as frequently as you choose. Without an experienced professional monitoring these changes, it is very likely that you will pay too much per click, miss valuable opportunities to optimize your positioning, or even exhaust your budget too quickly. Additionally, the structure of PPC accommodates unlimited scenarios in which changes to keywords, ad text, landing pages, match types, geographic targeting, ad scheduling and other components can cause significant changes to the overall performance of your campaigns. We truly believe that structured management by a trained eye is essential to ensuring that your PPC ads are performing as effectively and efficiently as possible.
You are welcome to request a change to your monthly click budget and/or number of keywords at any time. In fact, we at Impression Search may even recommend an update to one or both of these measures at a certain point in the account’s lifetime if we feel that it could increase overall performance. If the change results in an increase or decrease in your monthly management fee, we will simply pro-rate the fee accordingly.
If for any reason you need to stop your PPC for any period of time, just let us know. We will pause your campaigns so that you do not receive clicks until you are ready to start up again. You will not be billed for management fees during the period when your accounts are offline.
Impression Search will automatically email you performance reports weekly and monthly. Each report combines data from both Google and Yahoo in a clear and printable Excel format. All reports provide you with informative data including number of clicks, average clickthrough rate, average position, average cost-per-click, total cost, number of conversions, average conversion rate, and average cost per conversion. We are also happy to include any additional information that you request. And if you ever need an additional interim report, just let us know and we will get to you as quickly as possible.
There are countless factors involved with PPC, and unfortunately we do not have control over many of them. Website effectiveness, market competition, seasonality, and traffic fluctuation are just some of the components that are out of our hands. So while we do not make any specific guarantees, we are 100% confident in our dedication to maximizing the success of our clients’ PPC campaigns.
Unfortunately, fraudulent clicks are sometimes generated by sources such as automated tools, robots, deceptive software and even competitors. Both Google and Yahoo take the credibility of their programs very seriously and they have developed complex technology in order to protect advertisers against click fraud. If Google or Yahoo discovers that invalid clicks have escaped their click protection techniques, they will issue credit adjustments to the advertiser. If we find that you could possibly be a victim of click fraud, we will take every action necessary to ensure that the issue is fully investigated and that any applicable corrections are made.