II. Online Advertising (PPC/CPM)
In addition to the seasonal promotions conducted by
Client, it is believed that a targeted online advertising
campaign – the right keywords, proper bid management,
eye-catching creative and strategic placements –
can yield a positive ROI. In addition to driving down
acquisition cost, a secondary purpose of this campaign
will be raising the overall brand awareness of Client.
Most businesses that our clients are in are tough, competitive
marketplaces, with new products propping up regularly.
In addition to an affiliate program, well-placed, highly
targeted banner and text ads would achieve the noted
dual purpose – 1) lower acquisition cost and;
2) increase visibility.
Blueliner’s service level for PILLAR II is dependent
upon the advertising budget and number of keyword phrases
and engines targeted.
Online Advertising services include the following :
Online Ad Strategy
– Before spending a penny, it must be determined
which PPC engines (Overture, Google, Looksmart, MIVA,
Ask, Enhance, Kanoodle, etc) and banner ad networks
(DART, 24/7, Blogosphere, etc) are most suitable.
Target per click and per impression costs will be
set, while ideas for creative and promotional campaigns
will be conceived and organized.
Media Planning & Placement
- Coinciding with the strategy noted above, online
media and placement is an ongoing effort, which must
tie in closely with analytics to determine which networks,
creative ads and keywords are yielding the best conversion
- Blueliner will employ a sophisticated bid management
system that facilitates bidding and controls budgets
on thousands of keyword phrases for all of the engines
It is a scientific fact that how titles and descriptions
are written has an impact on click-through rates,
especially for paid search. Using the same titles
and descriptions for "cars" and "used cars" would
be a classic mistake and lost targeting opportunity.
Time-consuming as it is, Blueliner takes on the task
of experimenting with variations and writing targeted
copy for each keyword phrase.
Rich Media Banner Design
- Movement and interaction within banner ads is known
to attract higher click-through rates. The idea here
is to design a series of interactive banner ads relative
to different types of products. This gets Client into
the consumer psychology and behavioral targeting.
Click Fraud Detection
- Blueliner employs independent click fraud measures
that enable objective assessment and flags suspicious
activities across all ad engines. Handling disputes
and refunding accounts is part of this service