PAID INCLUSION SEARCH MANAGEMENT
what is paid inclusion
Our service details are as follows:
Keyword Research & Evaluation:Foonster Technology will review current keywords from any campaigns, research, analyze and expand the keyword list based on search volume, costs, website goals and objectives and metrics for success and overall website messaging.
Budget and Spend Allocation:Based on keyword recommendations, CPC rates, ROI and Conversion goals, Foonster Technology recommends budget allocation by search engine, campaign, and keywords.
Measurement of Success/Metrics:Foonster Technology will work with Client to determine success metrics for the campaigns. This may include Return on Investment (ROI) formula, Cost Per Sale, Conversion Rates, or other custom metrics as deemed appropriate and feasible.
Copywriting:Foonster Technology’s copywriter researches the details of the website(s), product and/or service offerings, as well as corporate messaging guidelines. Once keywords are submitted by Client, Foonster Technology will create ad copy for each keyword based on the specifications of the search engines. All copy will be approved by Client prior to campaign launch. Edits, changes, and additions are expected throughout the life of the program to continually enhance performance and will be made with notification to Client.
Landing Page Analysis:While copywriting is taking place, landing pages are also selected and recommended based on relevancy to conversion. Foonster Technology will take into consideration inventory issues, user experience and number of clicks to sale while researching optimal pages. Ad copy and landing pages will be provided to Client in one document for review and approval prior to launch of the campaigns. Changes may be recommended throughout life of the campaign based on performance, relevancy and user experience.
Foonster Technology is not responsible for the functional design, limits or issues caused by the Client hosting company or site design, unless of course Foonster Technology is responsible for these. Issues limiting campaign effectiveness due to these types of issues are the responsibility of the Client.
Reporting and Analysis:Foonster Technology will provide customized monthly summary reports based on predetermined metrics, actions tracked, and ROI goals, and include breakdowns by keyword, category, engine, and campaign. Reports will be reviewed during our monthly conference calls (schedule to be determined).
Bid Management:Foonster Technology will manage all keyword bidding as required and adjusts budgets across vehicles, across campaigns, and across Search terms through ongoing optimization and/or as per Client request. Minimum and/or maximum bids and other guidelines will be determined with Client prior to campaign launch.
Optimization Recommendations:Once Foonster Technology obtains and analyzes Search tracking data, the team makes recommendations for optimization to improve performance. Optimization is a constant, ongoing process intended to maximize Client's goals. To effectively improve performance, Foonster Technology may implement any one or more of the following tactics: Cap maximum bids and overall spend for a period of time, such as daily, weekly or monthly
Reduce maximum bids to increase likelihood of increased traffic and conversions.
Edit ad copy to increase likelihood of improved click-through and conversion rates
Eliminate poor-performing terms Add derivatives of top-performing terms
Recommend budget reallocations per engine
Apply negative terms to filter out any unqualified clicks
Apply targeting options (Standard Match, Broad Match or Phrase Match) or other custom options per search engine.