Services: Pay-per-Click Management

Below is a summary of Anvil's pay-per-click (PPC) management services.

Keyword Analysis and Selection
A site will only generate business if it targets the right search terms. Regardless of the strategic approach: SEO vs. PPC, a successful search engine marketing campaign requires extensive research and analysis. The Keyword Analysis and Selection process incorporates best practices and in-depth research into a company's industry to identify the top performing search phrases. This document is used as the baseline for all PPC programs, as well as the foundation for the SEO Recommendations (below).

Pay-Per-Click Management
For companies interested in generating qualified traffic instantly and continuously, Anvil provides PPC management services. Keyword Analysis and Selection, developed in the research phase, is utilized to provide a baseline budget and keyword strategy for Google AdWords and Overture, as well as optional second tier PPC engines like FindWhat. Anvil has years of experience writing text ads that perform, including contextual ads (Google AdSense) and Google's Images Ads. The benefit to Anvil managing both SEO and PPC efforts is that budgets can be maximized to generate an optimal ROI. For instance, if SEO efforts are generating top ten matches for a desired search term, PPC budget allocated to that phrase may be utilized on a term where the company is not otherwise visible. Additional PPC outlets Anvil can manage include local and international search, shopping engines and industry portals and publications. For clients with an ROI Web analytics tool in place, Anvil will integrate results into the monthly activity report to demonstrate ROI on paid placement activities.

Shopping Engine Feed Management
Critical channel for consumer e-commerce sites is shopping engine feeds. Anvil has years of experience configuring, managing and tracking shopping sites like DealTime and Shopping.com to ensure clients maximize awareness and conversion.

PPC/ROI Tracking and Reporting
The primary benefit to PPC advertising, beyond the control, is the measurability. Anvil has many years of experience configuring, managing and tracking PPC campaigns. Detailed reporting (depending on client-side Web analytics) includes impressions, clicks, average CPC and conversion statistics.