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Paid Media Process

  • Learn about the client’s business, website, and competitors in order to provide clear documentation to be used throughout all other stages of the project.

    Project Brief

    Define client information & business goals along with all required information to properly complete discovery process

    Paid Media Audit

    Create a baseline for current paid media performance based on analytics, landing pages, and current campaign statistics

    In Depth Discovery & Targeted Website Strategy
    In Depth Discovery & Targeted Website Strategy
    Keyword Research

    Define target keywords for AdWords, or other PPC campaigns based on business goals outlined in the project brief and identify opportunities from the paid media audit

    Competitive Analysis

    Define PPC competitors and ad copy based on keyword research and determine areas of opportunity and risk

  • Create a comprehensive paid media strategy and project plan that clearly outlines deliverables and measurable business goals.

    Paid Media Strategy

    Define all paid search, display, remarketing, PPC advertising, and social media advertising campaigns, including landing page recommendations, ad copy, targeting options, and budget

    In Depth Discovery & Targeted Website Strategy
    In Depth Discovery & Targeted Website Strategy
    Measurement Planning

    Document measurable short-term and long-term goals to evaluate campaign performance

  • Implement landing page recommendations from the paid media strategy with the development team or collaboration with the client.

    Content Implementation

    Adjust website copy based on a cohesive content strategy to reflect targeted keywords found during the keyword research phase

    In Depth Discovery & Targeted Website Strategy
    In Depth Discovery & Targeted Website Strategy
    Technical Implementation

    Implement edits to the website’s coding based on the strategy recommendations. This could include changes to landing page elements such as meta descriptions, internal links, or anything that would help support the overarching objective of the campaigns

  • Monitor and adjust campaigns based on the performance of keywords,
    landing pages, and ad copy

    Short-Term Adjustments

    Change bids, ads, and landing pages based on short term performance indicators (daily or every few days)

    In Depth Discovery & Targeted Website Strategy
    In Depth Discovery & Targeted Website Strategy
    Campaign Adjustments

    Make global changes to the campaign based on trends that are identified over time (weekly or biweekly)

  • Provide regular reporting that includes analysis of campaign performance, KPIs,
    and goal tracking and adjust project plan based on results

    Monthly Performance Report

    Define client information & business goals along with all required information to properly complete discovery process

    In Depth Discovery & Targeted Website Strategy
    In Depth Discovery & Targeted Website Strategy
    Quarterly Review

    Comprehensive overview of campaign and adjustments to the project plan based on the results achieved

Our Paid Media Results

Our pay-per click marketing strategies are designed for our clients to experience an increase in qualified traffic while also seeing higher conversions and conversion rates. Below are a few examples:

  • Exhale Spa's website redesign and search marketing campaigns bring the site an increase in traffic and site engagement.

    • 226%
      Increase in
      non-branded
      organic traffic
    • 31%
      Increase in
      total site traffic
    • 22%
      Increase in
      return visits
    Dance.com
  • With the help of a new ecommerce design, paid search campaign and search engine optimization, Tweezerman, a leading beauty tool supplier, was able to drastically increase site engagement and online sales.

    • 186%
      Increase in
      non-branded
      search traffic
    • 27%
      Increase in
      conversion
      rates
    • 33%
      Decrease in
      paid search
      cost per conversion
    • 195%
      Increase in
      paid search
      click through rates
    medCPU

Keys To A Successful
Paid Media Campaign

  • Selection Of The Proper Keywords

    The keywords you target (and pay for) must be specific to what you are offering on your website. If you are a retailer, make sure that people who are looking for the products you sell are funneled directly to a page where that purchase can be facilitated.

  • Landing Page Creation and Optimization

    Each landing page should be tailored to your unique products or services, and optimized for the keywords you’re targeting in your paid media efforts. With each ad campaign that you drive visitors to your site with, each landing page should be relevant to the content in that campaign.

  • Ongoing Analysis

    Whether you’re running a paid search campaign, or a social media advertising campaign, it’s essential that the proper reporting is completed. This way, we can identify what works best for driving conversions and reaching your goals, and optimize your campaigns based on those findings on a regular basis.

  • Monthly link building and content outreach takes place in order to augment ranking growth

Ready to discuss your project? Work With Us

Enhanced Targeting
With Paid Media Marketing

Another great advantage of Pay Per Click advertising is the flexibility it offers in terms of delivery. There are a number of PPC techniques you can use to create an audience that is most likely to be your target audience:

  • Keyword Targeting

    Uses keywords designed to direct visitors who are likely to be interested in your products and services.

    • Relevance: It is critical that the keywords you select are relevant to your company. Nothing angers a visitor more than being sent to a site that has nothing to do with his search. Even if the visitor leaves immediately, you've still paid for the click. The landing page for each PPC ad should be highly relevant to the search.

    • Matching Options: You can specify whether to bid on broad match keywords, (e.g. a bid on "website design" will show your ads for the query "website design company", but also "website design awards", or narrow your targeting with phrase match and exact match. You can also specify negative keywords, (e.g. setting the negative keyword "jobs" in an ad group with the broad match keyword "website design" will display your ad for the query "website design company", but not "website design jobs".

  • Geographical Targeting

    If you are only looking to attract local customers, you can specify that your ad run only on results geared to your neighborhood, your city or your state (i.e. Manhattan Dentist).

  • Timing

    PPC allows you do deliver ads only at peak times for finding your potential clients and customers. PPC allows you do deliver ads only at peak times for finding your potential clients and customers. PPC allows you do deliver ads only at peak times for finding your potential clients and customers. PPC allows you do deliver ads only at peak times for finding your potential clients and customers.

Ready to discuss your project? Work With Us
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