It’s easy to identify the broad, generic phrases that get searched for most often on search engines for any product or service. The challenge is identifying the niche phrases that generate significant website traffic which have the lowest amount of competition.

If you’re new to the world of search engine marketing, a couple definitions of terms are probably in order:

Organic Search Engine Optimization: the process of structuring one’s website with the primary intent to attain free placement in search engines – limited by an individual search engine’s mathematical algorithm.

Pay-per-click Search Engine Marketing: the process of clearly defining one’s target market and identifying niche keyword terms in an effort to reach a target audience effectively on the lowest budget possible. An advertiser agrees to pay a per-click charge for each website visit referred from a search engine.

Krengel Web focuses on implementing and managing “Pay-per-click” (PPC) or, “Pay-for-performance” search marketing campaigns for our clients. Unlike many of our competitors who try and sell “Organic” search engine optimization services with no guaranteed results, we like to guarantee results! It’s not that we don’t believe implementing organic search engine best practices within your website isn’t a good idea. We do and believe it is. However, our clients typically engage us when they want measurable results - quickly. Organic search engine optimization can take months and most likely years of testing and constant evaluation with no guarantee of effectiveness. We’ve found the best way to consistently deliver measurable results is for each of our clients to go through our proprietary search engine keyword research and implementation process. The end result is a strategically structured, comprehensive PPC marketing program that takes into consideration our clients’ target market, budget, short term goals, long term goals, competition, industry, specialties, geography, and many other factors.

Our process is broken down into two phases:

• A one-time research and implementation phase
• Monthly optimization and campaign management

Our PPC search engine research and implementation process includes:

• Researching and evaluating all available search terms relevant to your specific target market, industry, and geographic location. All clients receive a comprehensive document that contains nearly every search phrase possible for your target audience – including the monthly search volume and competition per phrase.
• Identifying the exact search volume by keyword phrase and prioritizing a comprehensive targeted keyword list which will attract the highest volume of targeted prospects at the lowest cost possible
• Composing an eventual targeted keyword list that includes a minimum of 100 keyword phrases
• Opening and setting up a client Adwords account within Google – the most visited search engine on the web
• Researching your competition’s visibility by phrase and defining an appropriate cost-per-click that will result in optimal online exposure relative to how your competitors are positioning their websites in search engines
• Entering all targeted keywords into a client account within Google and setting up appropriate ad groups and tracking mechanisms to measure effectiveness
• Writing a minimum of 5 text ads to serve within the campaign and testing the results of utilizing varied keywords within ad text as a primary call-to-action
• Identifying complimentary sites within Google’s content network which may be beneficial to attain exposure on and including those targeted sites within your search campaign
• Determining an initial monthly budget that supports your market, goals, and level of online competition

The monthly optimization and campaign management program allows us to do the following:

• Regularly analyze individual keyword performance and associated costs
• Increase and decrease bids on a per-term basis for optimum return-on-investment depending on what the competition is doing at any given moment
• Evaluate ad performance and re-write copy based on actual results to optimize conversion rates
• Evaluate web logs and analyze overall return %
• Analyze content network site performance within Google
• Evaluate prospective phrases that should be added to the campaign based on what’s performing best
• Generate and prepare reports for clients’ review which are emailed monthly

Our goal is not to implement a search engine marketing campaign for you and then let you fend for yourself to determine how to make it profitable. Our objective with our monthly optimization and campaign management programs is to take time to regularly analyze your campaign’s performance, prescribe recommendations for improvement, and implement the requested changes to create a strong return on investment for your business.

Get started today with a no-obligation, completely free evaluation!