Search Engine Marketing

Search Engine Marketing (SEM) Methodology

Paid search is a vital part of a successful search marketing campaign. As an accredited Search Engine Marketing firm, Amplify works as a key member of your marketing team, researching, buying and creating ads that appear on search engines such as Google, Yahoo and NineMSN.

Amplify closely monitors the success of your online advertisements - adjusting keywords, creative elements, positioning and optimising landing pages to improve their appeal to consumers. Using current tracking technology we also test ad creative and landing pages against their ability to deliver actual sales, as the best performing ad based on Click Through Rate (CTR) does not always return the best sales conversion or the best Cost Per Acquisition (CPA).

Amplify will consistently strive to increase the Return on Investment (ROI), lower CPA and meet KPI targets. The methodology we adopt is as follows:

1. Client Consultation and Needs Analysis

We sit down with your marketing team and key internal stakeholders to identify:

  • Your goals
  • Your customers
  • Your competition
  • Your reporting requirements
  • Your project scope

2. PPC Campaign Audit and Strategy

We take a detailed look at your search marketing campaign, specifically:

  • Bidding strategies
  • Click through rates and costs
  • Keyword strategy
  • Campaign history
  • Landing pages and copy
  • Conversion analysis
  • Sales conversion rates, CPA or the costs to reach your goals

We then develop a strategy to meet your goals and a plan with clear timelines to meet them.

3. PPC Audit Results Review and Presentation of Recommendations

We present our findings to you and outline the best strategy to reach your goals.

4. Project Planning and Timeline Agreements

We come to an agreement on the strategy, implementation plan, campaign timelines and reporting metrics (CPC, KPI, CPA, etc.), timelines and format.

5. SEM Implementation

We proceed with the agreed implementation plan. All changes or modifications to the strategy, plan or its execution are communicated in consultation with you before they are implemented.

6. Regular SEM Progress Reviews

At agreed regular intervals, we send you a progress report tailored to your specifications and discuss the results with you. We then confirm the next steps. We have also provided many ad-hoc reports as required by our clients.

7. Ongoing SEM Account Maintenance

Once the account structure has been determined and the strategy set, Amplify works very hard at optimising the account to increase the overall performance.

8. Quarterly Project Plan and PPC Profitability Review

Every quarter we meet with you to discuss our results and fine tune, if necessary, our strategy and implementation plan. Meeting frequency is flexible.

Contact us to improve the ROI on your PPC campaigns.