The way in which PPC campaigns are managed is constantly evolving as Google (and other search engines) work to integrate increasing levels of machine learning into their bidding algorithms - best practices change over time and at Capsule we pride ourselves on being at the forefront of these developments, ensuring that PPC accounts are utilising all available resources.
We believe that accurate, comprehensive tracking is the foundation of any successful PPC campaign, and we use data to inform our ongoing strategies - by leveraging both macro and micro conversions, we are able to distribute budgets proportionally to the areas of an account that are performing strongest, whilst providing the bidding algorithms with the data they need to work to their maximum potential.
Far from a “set it and forget it” approach, we are constantly monitoring every campaign to ensure that high-performing keywords are given the budget they need, whilst wastage is minimised. Whether we’re testing new ad creative, experimenting with new bid strategies or ad extensions or adding negative keywords to an account, there are always optimisations being made to maximise efficiency.
Our paid search management services can be tailored to suit a wide range of budgets and objectives, and we will work with you to prioritise areas of focus to ensure that campaigns are in line with your business goals. Keyword performance and conversion data is used to inform our SEO strategies, and we place a heavy emphasis on Conversion Rate Optimisation to ensure that landing pages are built to convert – in addition we use Attribution Modelling to help clients in understanding the role PPC plays in the overall conversion journey.
Get in touch to find out how Capsule Marketing’s team of PPC consultants can help you to maximise your ROI through paid search.