Our Approach to Search Engine Advertising

Let’s face it, it’s not always possible to get to Page 1 of search results just by writing great content. There’s a lot of competition, and sometimes you need to cut through the noise quickly. Paid Search Advertising through Bing Ads and Google AdWords enables you to be on Page 1 for your target searches, provided that your content is relevant and that users are finding it useful or engaging. Search Engine display networks are also commonly used to aid with large-scale branding campaigns, when you need to be omnipresent.

Phase 1: We Research Keywords, Buyers, and Competitors to Build Target Audiences

Similar to an SEO campaign, all paid search campaigns must start with understanding who we are trying to reach. What do they care about, what language appeals to them, and what challenges are they trying to solve? We place tracking pixels on your website from the platforms on which we will be advertising to help us gather more details about your current audience and how they are finding your services.

Phase 2: We Build Branded and Non-Branded SEO Campaigns

Our initial campaigns for new advertisers include both branded and non-branded campaigns. Branded ad campaigns help ensure that search result pages (SERPs) that includes your company and product name, always show an ad so you are capturing that traffic. It would be a huge loss to miss out on people trying to find you with your company name if you are not yet (or not consistently) showing on Page 1 for your branded keywords.

Our certified Google AdWords team will then focus on building non-branded campaigns around your key services and products, generally for people ready to make a purchase or looking for a vendor. We help our clients write multiple variations of ad copy, calls-to-action, build custom landing pages for ad campaigns, and track results systematically, week over week.

Phase 3: We Optimize Campaigns Daily to Improve Ad Performance

Our team systematically tracks the performance of paid advertising campaigns to stay within budget and make continual improvements to weed out negative keywords or traffic that isn’t driving the best results. Constant monitoring is critical to help you get the most out of your ad spend -- large or small.

How Much Does Search Engine Advertising Cost? 

We strive to work within our client’s budgets to create a plan that makes meaningful progress as quickly as possible. Our flat hourly rate includes any paid search campaign work from strategy, to execution, to ongoing optimizations. Direct advertising spend is handled by the client, and our clients tend to budget anywhere from $200 per week to $5,000 per week: it depends on your goals, the stage your business is in, and many other factors. We typically recommend that clients allocate at least 20 hours to complete Phase 1 and 2 to build a foundation of about 5 campaigns to start. Ongoing work can be scaled up from there depending on a client’s needs, budget and timeline.