Our Paid Search services

Qwerius runs Paid Search programmes on all the major search engines with significant market share: Google AdWords, Yahoo! (formerly Overture) and Microsoft adCenter. Together these ad delivery platforms reach around 85% of the UK search audience.

Here's a quick look at some of the key functions we implement in Paid Search:

• Campaign planning: A thorough appraisal of your product offering in the context of the online marketplace, including competitor analysis and natural ranking. We carry out a detailed queryspace analysis, researching relevant keywords for each phase of the customer buying cycle and for different customer profiles, and assessing competitive keyword buying activity. By the end of this process we'll have clear insights into the right campaign strategy for you, and will devise the appropriate keywording strategy to meet the campaign's key performance indicators (KPIs) such as overall budget, cost per action and so on.

• Ad creation and targeting: The key to successful and profitable ads is relevance. To achieve this with the mere 95 characters of free text at your disposal (Google AdWords), you need tightly targeted and insightful creative that's crafted around your customer profiling and keywording strategy. Remember, Google's ad quality scoring system means that it's not simply a case of the highest bidder getting the prime positions: click-through rate (CTR), ad text relevance and keyword relevance dictate both ad position and campaign ROI. There is no room for sloppy, one-size-fits-all writing: once again, the need for marketing- and industry-savvy creative becomes clear.
  

• Campaign management: Managing multiple campaigns, ad groups and large keyword sets across different search engine platforms — and doing it while keeping a ruthless eye on ROI/CPA and competitor activity — is a major Qwerius asset. Key tasks include managing (in many cases, micro-managing) keyword performance; tuning bid strategies; evaluating, testing and optimising ad performance; providing easy-to-understand reports to you on key campaign metrics; and cross-relating findings from your site's analytics data.