Paid Search Promotions

Paid Search Promotions

Reach consumers across any online media

Reach over 1.9 billion Internet users worldwide with  messaging driven by their interests across the sites they visit most!

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  • Search and Search Networks

    The Google Search Network refers to the Google search results page (SERP), as well as Google search sites and other search sites who partner with Google to show ads.  The latter are commonly referred to as ‘search partners’ or the ‘search network’ (one well known example is AOL).

    Search results are generated as they match to the terms a person is searching on.  By and large the accepted format for ad placements here are text based and generated by the keywords that are chosen to populate the campaign.

    The Value Proposition

    Research shows that nearly 6 out of 10 people initiate their product search using a search engine.  Google maintains a month over month market share which exceeds 80% on a continuous basis.  Therefore when you advertise through Google, you have net access to 80% of the 6 out of 10 people who are launching a search for the products or services that you offer.

    Where will my ads appear?

    Ad LocationsWhen you target your campaign to the search network and add keywords to your campaign's ad groups, your ads can appear on Google and other search sites based on the keywords you have chosen. 

    On Google search sites, your ads will appear above, alongside or below search results.  On the search network, the results will appear in very similar locations.

  • Display Advertising

    Display advertising enables marketers the ability to advertise across over 2 million popular and niche sites which comprise the Google Display Network.  Recent and ongoing innovation has been moving at a breakneck pace. It has been predicted that by 2020, this could be a $200B industry.  The growth is driven by the ability to target your audience at a much more granular level than in the past.  Also, display advertising enables the introduction of dynamic rich media ads and online video.

    The Value Proposition

    The display network enables us to reach 92% of internet users in the U.S. alone.  Our experience has shown that the average cost per click through display advertising is 60-70% less than through search advertising.  This makes it an exceptional fit for the very cost conscious marketers who are operating on a tight budget.  Ads appearing on the display network are reaching prospects at the very top of the purchase funnel.  This provides an excellent opportunity to influence buying behavior from the very earliest stages of the procurement process.  Display advertising and search advertising complement one another, as advertising on the search network is where we reach prospects when they are ready to actually make the purchase.  Through accurate targeting and effective messaging on the display network, we increase brand awareness and drive a higher likelihood of success at the point of sale.

  • Remarketing

    Remarketing enables you to show ads to those who have previously visited your website or been exposed to your ads at some point.  The ability to identify and act upon user behavior in this way introduces one of the most powerful innovations in marketing history.

    The Value Proposition

    Remarketing is the link between the various targeting methods which enables a powerful and fully integrated online marketing strategy. For example, if someone has been previously exposed to your ads through a search targeted campaign, you can reinforce or expand upon your message with appropriately adjusted messages through your ads on the display network. You can radically improve ROI by segmenting new ads to varying audiences, or prevent exposure entirely. For example, if you sell printers and a user has already purchased a printer through one of your ad campaigns, you will likely want to now show them ads for printer supplies, but not the printer itself any longer. Remarketing puts exactly this type of targeting creativity in your hands.

  • Frequently Asked Questions

    Display advertising is a very powerful, but very complex and dimensionality advertising platform.

    Contextual Targeting

    Using contextual targeting, we can automatically place your ad on sites based on keywords,  topics, or both.  We can also use combinations of topics to contextually match your ads to a page’s concepts, or to the browsing history of users as they traverse the web.

    Interest Categories

    You can advertise every day to hundreds of millions of users interested in over 30 predefined top level interest categories and over 1,600 subcategories. The great thing about ads using interest categories is that they can reach users associated with these categories with relevant ads, even when they're visiting totally unrelated websites. So if a user who has been browsing for a new printer takes a break to read a news site or favorite fashion blog, a printer company can still reach that user with ads about printers.

    Managed Placements

    Using specific placements on the Google Display Network, we can strategically place ads in locations relevant to your products or services, or we can maximize ROI by assigning a specific budget to a site proven to be performing well already. A managed placement can be an entire website, an app, certain pages from a site, or even an individual ad unit that you specifically choose to show your ad on.

  • Measuring Success

    Most internet marketing strategies are designed to either accelerate brand promotion or to generate a direct response. For example, if your offering is in the early stages of the product life-cycle, increased traffic may simply be the most accurate metric of success, i.e., "brand promotion". However if your strategy emphasizes "direct response", the metrics for success become much more complex and difficult to measure.

    By "direct response" we refer to an online transaction, be it through a form that encourages visitors to submit their information or direct online sales (e-commerce). We then refer to the successful transaction as a "conversion".

    Numerous providers and corporate internet marketing teams alike do not address the challenge of clearly defining how much revenue their efforts are actually generating. This is amazing, and even more baffling is the fact that customers are not demanding that these metrics be enumerated and defined!

    Part of our initial setup process involves configuring your CRM system so that all search traffic resulting in a conversion is tracked to the source and the keyword that resulted in the original visit. Once the "lead" is created, we then track it through the entire pipeline to close. This enables us to define exactly how much revenue is then attributable to that lead, and hence that keyword or advertisement. As these results accumulate over time, the reporting capability evolves and enables us to report on the exact percentage of overall sales that the internet marketing effort is responsible for. Then by subtracting the cost of the investment from overall sales and dividing that difference by the cost of the investment, we calculate the most accurate percentage of internet marketing ROI possible! That is what our customers get, and that is another example of what differentiates us from our competitors.

    For organic search, we can identify the search engine, the keyword and the initial landing page through which the prospect arrived at the site. For paid search, we can identify the ad campaign, group, advertisement itself, and keyword (if applicable). Over time, this level of visibility enables us to not only see which keywords and promotions are driving traffic, but which ones are generating the most revenue. That is the level of granularity that you MUST demand of your internet marketing reports. If you cannot measure the revenue accurately, how can you possibly justify the spend? The most amazing part is that this question is not asked more.

  • Landing Page Development

    You can look at the creation of your campaign and all that goes with it as one side of the equation.  On the other end is your landing page.  The balance between these opposite ends of your promotion will determine your success is numerous ways.  At Core and More Technologies, we have literally done years of extensive research on what makes an effective landing page.

    Success, or Faliure

    A landing page is your value proposition.  This is where you speak directly to your customers.  Your landing page must reinforce while also extending the message of your ads.  It was that message that motivated the user to click your ad. This creates an expectation.  Not fulfilling that expectation will result in almost certain failure. On the other hand, creatively expanding upon that message will not only position you for a successful result - t will also drive down the amount you pay on a per click basis. Landing page development is an art, not a science.  And its impact on your overall online marketing effort is far reaching and touches all success metrics.

  • Reporting, Research & Analysis

    A paid search campaign simply cannot be measured without the ability to clearly trace your goals back to your costs.  Our world-class reporting capabilities have been strengthened through partnerships with leading analysis firms - enabling us to generate reports that your executive team will love.  Not to mention, we tailor our reporting strategy on a customer by customer basis.  This enables us to actively compile and translate only those metrics that are relevant to your goals.  Without exception, our reporting process evolves into a sharp,  fine-tuned machine over the course of our first several months of engagement.  This is a key aspect of the Core and More Technologies difference.

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