Getting Started with BottomLine.
Determine conversions and set goals
Setting goals and identifying conversions are key in a successful marketing campaign. If your online marketing campaign is not yielding results, and those goals have not been defined than you will find yourself at a road block with no direction and more importantly no results. BottomLine will work with you to build an effective campaign with set goals and defined conversion(s). We understand that each campaign is optimized to reflect what is and is not working.
Determine Your Audience. Who is your business targeting?
Group and classify demographics, those within your audience that have a specific trait or characteristic in common, such as sex, age, income or race. Once we have defined your target demographics, we will sort the groups to determine which specific products or services serve each group.
Regional or customized geographic targeting helps advertisers reach their audience in a specific city, region, state or multiple area(s). Your business online ads will only appear within those areas targeting IP addresses within your designated regions. If your business is only yielding results in Southern California, than we will optimize your campaign target buyers within that set region. Online marketing is effective when targeting the right customers – your customers.
Competition
Your business may have direct or indirect competition for 1 or more services offered. Who is your competition? Can you clearly define your selling points? BottomLine will work with you, as you know your industry best, to determine your competition and focus those selling points within your display and text ads.
Keyword Selection
Determine your keyword(s) per product/service. BottomLine will work with you to determine your phrases and class them into categories by keyword. Each keyword will be determined if it is an exact, phrase or broad keyword bid. Each budget and spend is carefully managed to help drive self-qualifying leads to your website. The use of negative keyword selection and search strings will trigger the display of your ads only when a prospect is searching for your niche product/service. BottomLine uses several keyword tools and MySQL databases to determine each adgroups keywords.
Bid Types
- Cost-Per-Acquisition (CPA) – amount you are willing to pay for a conversion (sign up or purchase).
- Cost-Per-Click (CPC) – amount you actually pay for each click based on the maximum bid specified
- Cost-Per-Thousand Impressions (CPM) – amount you are willing to pay per thousand impressions
Tracking and Analytics Intelligence
Analytics are imperative to your campaigns success. BottomLine will determine an analytics package to best suit your needs on a B2B or B2C level. We will link analytics to your online marketing efforts and monitor the effectiveness of each campaign. Analytics will give you the insights to optimize your campaign, test landing pages, ads and keywords performance. BottomLine will manage campaign funnels, bounce rate, page views, visits and over-all traffic including organic, referred and paid. Monthly analytics will determine which efforts are driving qualified traffic to your website and the demographics and geographics that are producing conversions.
Working With Third-Parties
AdWords is Google’s advertising product, which displays your ads to people looking for products or services similar to those that you offer on Google or its partner sites. Advertising with AdWords allows you to reach new customers at the precise moment they’re searching for your type of products and services. You can choose to be charged for clicks, impressions, or conversions, depending on the type of campaign you run. [Click here for full disclosure agreement]
For additional information or to launch your campaign please call our sales division at 626.833.5015 or e-mail, mcc@bottomlineppc.com
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