Extensive keyword research, proper campaign structure, implementation of advanced bidding strategies, and structured testing are all essential components of a successful Overture campaign. Below we've outlined our approach to Overture campaign management.
Phase 1: Strategy Formulation & Implementation
- Keyword Research
The single most important element of a comprehensive Overture campaign lies in the initial and continual keyword research. We’ll help you refine your current list, discover new keywords, and complete a list of negative keywords. Our expertise in keyword research will have a tremendous impact on your campaign.
- Landscape & Competitor Analysis
Our Overture strategy is formulated from our SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis. We determine which strategy will best fit out clients and allow for long-term success.
- Overture Campaign Structure
Proper campaign structure gives us flexibility to implement our advanced bid strategies, conduct our testing campaigns, and perform continual keyword research. A well structured campaign can allow for greater campaign management and analysis.
Phase 2: Campaign Management
- Advanced Strategies Within Overture
The nature of the Overture bidding system creates a multitude of bidding strategies. With our structured testing and analysis we constantly refine your campaign to apply the strategy that results in the most favorable ROI.
- Structured Testing & Analysis
Continuous testing and pooling is essential for long-term success. From changes in consumer behavior to competitive pressures it’s essential to continually test all facets of the campaign. Our testing consists of:
- Campaign strategy testing
- Keyword testing (keyword matching, new keywords, etc.)
- Ad creative testing (offers, calls to action, seasonal ads, etc.)
- Landing page testing
- Maximizing Overture Features
It’s extremely important to not only understand the features offered to Overture advertisers but how they can affect your campaign. Our Overture feature expertise covers:
- Content match (content match vs. precision match)
- Keyword matching
- Negative keywords
- Keyword geo-targeting (local match)
- Reporting & Conversion tools (Overture marketing console)
- Maximizing the Overture client rep’s value
- Click verification and fraud monitoring
- Sophisticated Reporting
Our clients are kept abreast of the entire performance of their ppc advertising campaigns through sophisticated reports that provide a complete picture of their campaign’s status.
Our understanding of the elements that can impact a campaign and their overall synergies allow our clients to achieve success above and beyond their competition. If you’re ready to gain and sustain a competitive advantage in the major pay-per-click search engines please send us an email or call 1-800-810-4736 today! |
