To optimize for conversions, our digital marketing consultants build landing pages within your existing website that are consistent with the customized keyword strategy. Each landing page includes keyword-based content that aligns with the search terms that trigger your PPC ad, and with the ad copy. We structure the pay-per-click campaign into Ad Groups based on the relevancy and similarities of all possible keywords. This integrated approach improves the Google AdWords ‘Quality Score’ for your ads and therefore lowers the costs for clicks.
The Advantage of Pay-Per-Click Advertising
For businesses that are seeking more immediate digital marketing results, a PPC campaign delivers actionable insights quickly. Paid search is often more focused on a call-to-action, because it tends to target customers that are further down the path to purchase. The keywords that lead to the most conversions can then be picked out for the SEO strategy
. The SEO strategy can also use the keywords from PPC that are driving significant traffic, but still not displaying toward the top of natural search results.
Email Marketing & Database Management
Six7 recognizes that all leads do not convert directly within a digital marketing campaign’s time frame. Often a longer-term relationship must be nurtured with a prospective customer that is interested in your product or services. Customer Relationship Management (CRM) is critical to maximizing the yield of every marketing dollar spent. Marketing and sales must cooperate together to grow your business. An organized email marketing strategy will keep your company top-of-mind and build brand loyalty with consumers.
Measurement, Return-on-Investment & Lifetime Customer Value
But it does not end there. Our approach is to measure the return on investment of your Google advertising and optimization. This involves an in-depth profitability analysis of your business model. We determine the lifetime customer value of each new acquisition, and then how many new customers are necessary for the revenue to exceed the marketing expenditure.
EXAMPLE: If your business dedicates $1,000 per month for digital advertising, and the ‘lifetime value’ of each customer acquisition is determined to be $500 per year, then the campaign objective is for at least 3 conversions per month. This will achieve a 50% return on investment in Year 1 only.