Paid Search

Paid search is unquestionably one of the most important sources in the online marketing mix. From the earlies days of the simple do-it-yourself interface that yielded great ROI to today’s much more complex world, the fact remains that paid search, then and now, succeeds because it matches an ad for a product or service with someone with the propensity to buy. Whereas budgets used to be small, they grew quickly because results were easily proven. Now marketers wonder how large can paid search be. Most want more.

With scale and efficiency being a careful balancing act, PM Digital strives to maximize sales or leads within a target ROI metric. Our goal is to never leave business on the table but never to overshoot p&l targets either. We work toward leveraging every opportunity to eek out scale from the source. To this end, we offer manpower, expertise, and technology which, when mixed with our passion, is a powerful combination.

Manpower:

When managing a paid search campaign to its fullest potential, it is a time consuming, resource intensive endeavor. The workload grows exponentially when merchandise turns over frequently and/or topical events keep changing, both of which require frequent keyword, copy and tracking changes. Competitive insight can be successfully applied to leverage paid search performance as can targeted copy, appropriate match types and landing pages, negatives, campaign structure and so forth. Every minute allocated to managing a paid search campaign yields improved performance but there’s a limit to what any one person can do. At PM Digital, we help advertisers realize their full potential with paid search. PM Digital has one of the highest Account-Manager-to-client ratios in the industry, and our service is often lauded as being way above standard versus competitive Search Engine Marketing firms. At PM Digital, accounts are not run on auto pilot. We staff each account appropriately ensuring that the full range of levers that can be pulled are utilized in order to optimize a campaign to its fullest.

Expertise:

We are proud that all of PM Digital’s client services staff are certified with the Search Engines. Beyond certification, PM Digital’s account staff has spent years developing successful methodologies culled from extensive testing. We typically participate in search engine betas long before they are open to other marketers enabling us to hone our tactics and approach right out of the gate in order to move the needle significantly on revenue generation. We are exposed to what’s working and not across a wide swatch of advertisers. Our subscription to the key competitive research tools enables us to identify areas of opportunity that may be less obvious. We are proficient in most site analytic tools which has had far reaching benefits for our clients. Our ability to advertise in the content networks, on mobile devices, in particular geos and even climates have all helped our clients yield much more scale from paid search.

Technology:

In today’s world, technology is a necessary element in managing paid search effectively. If there are only a handful of keywords running, it’s possible to achieve a target ROI but is maximum scale achievable? Likewise, it is possible to maximize scale without technology yet the risk is a runaway p&l - never the best option. Automated bid management tools, campaign management systems, tracking and online reporting are fundamental pillars to a successful, fully-leveraged paid search campaign. PM Digital offers MediaHarbor, a proprietary agency and client-facing interface that manages the campaign effectively, securely, and comprehensively. Because we built, own and maintain the application, it’s customizable to meet whatever the needs of the business, and there is no incremental technology fees for clients. Most importantly, MediaHarbor and the Account Managers who operate it is a proven combination to that delivers results.

Contact PM Digital to see how our paid search management techniques, propriety technology, and talented account management staff can help significantly leverage your online business today.