A pay-per-click campaign consists of placing ads in search engine result page or on selected content pages. As the price of keywords increases, PPC bid management and campaign juggling on multiple search engines becomes time consuming, expensive and cumbersome.

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We begin by researching and understanding your business, target markets, objectives, competitors and current web presence. Based on these variables, we design a tailored campaign or set of campaigns.

Varazo PPC campaign development and management includes:

• Keyword Development
• Ad text Creation
• Ad Group Definition
• Media Vendor Selection & Scoping
• Intelligent Bidding
• Continuous Optimization

Keyword Development

Varazo generates an initial inventory of keywords from the client’s website as well as the survey from the client. These keywords are studied for variety of real world keyword usages through keyword suggestion tools. New keyword inventory is categorized by their relevancy, and also through search volume analysis. Varazo’s unique permutation technique also generates additional keywords and this list will be further refined as we monitor real-world keyword performance.

Ad Group Definition

Related keywords from the finalized list are clustered into groups and each group is associated with a different ad — this cluster is called an ad group. Generally, these groups are by product or service, but can also be defined by branding or advertising objectives.

Ad Text Creation

One advantage of pay-per-click advertising is that, unlike organic search results, the client has control over ad text to capture attention, motivate the user and have a message consistent with the target site - but only within the limited amount of text allowed. Varazo’s experience and independent point of view can be a real asset to ad creation for beginning and experienced clients alike. Vendor selection & scoping means choosing search engines by size, type, and industry, and defining their geographic coverage. Some examples of vendor alternatives are:

• Google vs. Yahoo
• Generic vs. Vertical
• 1st tier search vs. 2nd tier search
• Keyword matching vs. Content matching
• Keyword targeted vs. Site targeted
• Local vs. National
• National vs. International

Varazo provides critical expertise in assisting our clients determine the most effective pattern of coverage. Varazo also manages the ad placements with vendors.

Intelligent Bidding

Varazo employs ClickSweeper technology for intelligent bidding based on your campaign goals.

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Optimization

We use our own ClickSweeper software to continuously optimize PPC campaigns based on client objectives. Utilizing both ClickSweeper technology and our PPC expertise, we optimize:

Keyword Bids

Varazo continuously measures keyword performance to emphasize the highest performing keywords, measuring the investment of each keyword and its profitability performance.

Ads

Varazo studies your business and writes a variety of compelling ads appropriate to each keyword set. We then test each ads performance based on impression count, click through rates and conversions. We keep only best ads and continuously refine your campaign ads.

Search Engine Selection

ClickSweeper offers us side-by-side reports of Yahoo vs Google performance data as well as results of each ad’s performance in the content network vs the search network. We monitor your campaign performance and recommend reallocating funds to search engines and portals that achieve the best results.

Landing Pages

Minor revisions to your existing landing pages can make a big difference in conversion rates. We help write and design landing pages with strong calls to action and logical flows from keyword to ad landing page.
At Varazo, we work to define and quantify your goals, execute a comprehensive internet marketing plan and accurately measure the results. CONTACT US today for more information.

Search Engine Optimization (SEO) optimizes clients’ websites to achieve higher natural search rankings. We analyze how users search for your product or service and execute changes to position your website higher in natural search engine results.

Varazo Provides:

Content Optimization

• Identify target keywords for optimization and updating page titles
• Review content for keyword usage and make recommendations
• Identify topics for new content development
• Identify content that can be accumulated as a long term strategy

Meta-Data Optimization

• Update titles, Meta keywords and descriptions on all content pages
• Highlight keywords in visible locations of the page
• Optimize objects such as images with an alternative content
• Format keywords to weigh more by search engines

Website Structure Optimization

• Remove dynamic content or convert it into static components
• Extract text from banners and images
• Add a site map
• Minimize website items which may negatively impact ranking
• Identify, fix or remove broken links

Dynamic Content Optimization

• Code on dynamic pages to achieve Meta data optimization
• Code on dynamic pages to plant target keywords for content optimization.

Google, Yahoo Sitemap

• Create and generate Google & Yahoo sitemap files to insure indexing all page URLs on Google, Yahoo, and MSN.
• Periodic sitemap submissions to reflect site updates on-time
• Manage broken page links

Link Optimization

• Add and optimize internal links
• Submit websites to major portals, open directories, databases and search engines
• Develop an external link strategy

Usability Optimization

• Define user profiles and optimize content to fit those profiles
• Identify and correct negative screen design elements
• Identify and correct negative navigational elements

Website Performance Optimization

• Insert code to track campaign and keyword performance
• Generate monthly site traffic reports including keyword ranking
• Optimize performance based on monthly reports

At Varazo, we work to define and quantify your goals, execute a comprehensive internet marketing plan and accurately measure the results. CONTACT US today for more information.