According to Forrester Research, 87% of web users find the sites they’re looking for via a search engine, whether via paid listings or natural listings.
The market continues to grow at a fantastic rate with the UK sector worth an estimated £2.22bn in 2007, up 58% from 2006.
The real reason behind the success of search marketing is the fact that it is non-intrusive. It is the user’s decision to actively go and “search” for the company or the product that they want to find. In fact, to the consumer, search marketing is seen as a service … very different to the way in which email and display marketing are viewed. With this in mind, your search campaigns should be focused about being in the right place at the right time.
What makes TBG London’s pay-per-click (PPC) service different is that we offer a guaranteed Cost Per Acquisition (CPA) model whereby your marketing activity is seen as a revenue generator rather than a cost. During a test period, which is generally three months, we work with you to define CPA targets that are achievable and profitable for you as a business. The campaign is then switched to our guaranteed CPA model where you only pay for results. Our in-house team has developed bespoke technology and systems for your PPC campaigns that allow us to optimise your accounts automatically, constantly referring back to your campaign KPIs.
This advanced software by no means reduces the impact of human inclusion in the process. TBG’s paid search account managers continue to personally manage the high volume, high cost keywords, whilst optimising online creative to ensure activity remains on brand and on message, benefiting from high click through and conversion rates.
But it’s not just about ensuring we hit your CPA targets. If we focused purely on CPA then volume would be dramatically affected so a balance is constantly strived for. For example, if we deliver only a handful of new credit cards for ASDA Credit Card at 50% of their target CPA then what is the real benefit to their business? Our job is to deliver profitable customers to GE Money that makes a dramatic impact on their bottom line.
TBG also offers a natural search service. Client SEO programs are initiated via a period of consultancy which includes current site rankings, keyword analysis and density, site relevancy and external linking analysis. TBG also takes into consideration competitor rankings and market saturation during this consultancy period.
Following this, TBG then provides an optimisation report which includes suggested site changes such as additional pages, copy changes, inter-page linking together with advice on solutions to current ranking problems. TBG will also manage the process of external link building activity on your behalf. This includes paid entrance to directories and hard coded links on popular and relevant sites.
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