Grow your business with intelligent PPC Services
Our track record shows that Spiralytics is continuously improving the performance of the accounts we manage. We can start from scratch or take over existing campaigns. Here are a few examples of real successes we’ve had recently:
- Tripled the return on investment (ROI) in 2 years on the same $2000/day spend for an Asian eCommerce site
- Increased PPC revenue by $200,000+ per month for a top UK eCommerce retailer with the same budget
- Reached our 2018 target for qualified leads in March for a $3B/year real estate developer
- Increased qualified leads by 344% and decreased cost per lead by 55% over 2018 for a Global Management Consulting Group
Is it your first time to try Pay Per Click (PPC)?
We believe every business should intelligently experiment with PPC. Here's why:
- Results are measurable. You can quickly calculate your cost per lead and sale
- Fast feedback. Test various platforms and targeting strategies within hours
- Inexpensive. Bring a small sample to your site. Measure results. Quickly decide if the approach will work for your business
- Well-guided. Search (SEM) Results can guide your SEO Keyword Strategy (and link to our SEO Services Page)
Let us guide you through this process. We don’t require long contracts to get you started or determine if PPC is right for your business. Our process looks like this:
- Millions of dollars of spend managed across hundreds of clients gives us direction for what will work best for your business
- On each platform, we know how best to target your future customer
- Once we prove our assumptions about platform and targeting, the image and messaging optimization begins
What You Can Expect: Continuously improving PPC campaigns that bring in your best new customers at the lowest possible cost
We work with large enterprises and small local businesses
Believe it or not, the process is similar for billion-dollar companies as it is for small businesses. The difference typically is the number of target personas and products. For each, we establish the platforms and targeting that we think will work best and then roll out the tests in sequence starting with those offering the highest probability of success.
We Know E-Commerce
E-Commerce is unique in that a sale happens immediately, and there is a direct feedback loop for ROAS for each platform, targeting and creative. The main difference is the optimisation path – where to start with experimentation – generic keywords, categories, products. We analyze sales history, competition, price variances and then make our proposal and launch. Systematic testing is the key to success.
We live and Breathe B2B Lead Generation
Generating new business leads can be quite tricky as the target market is typically small, there is low search volume, and CPC’s can be quite high. You also have to analyze which leads actually converted into new customers and summarize the channels and/or strategies that produced those leads. Over the years, we have smoothed out this process and seen great results with businesses in all industries. Not sure if online is right for your business? We’ll create a custom proposal and explain our initial experiment ideas to get started.
We are experts in each platform:
Only top tier agencies with in-depth knowledge in Google’s platforms are selected to participate in this elite program. Spiralytics has been a Google Premier partner since 2015.
Google Search (Search Engine Marketing, aka SEM):
When a future customer searches for your products or services, or the problems your services solve, you need to appear. We quickly follow a quick methodology to find out how your target audience searches for your business online, part of which involves spying on your competition for proper benchmarking. We'll design and assemble a cost-efficient campaign to bring in the highest quality leads and sales at the lowest cost.
Google Display Network (GDN):
Google’s targeting options have rapidly evolved over the past few years to locate your target market more accurately, especially when they are doing research in your vertical (in-market audiences). This network now reaches over 90% of the world’s internet users, making it one of the best ways to get your brand in front of prospective customers. We have run hundreds of targeting experiments using these features - it only means that we can quickly determine which strategy is right for your unique needs.
We study the online behavior of your website visitors to turn them into profitable customers—even when they’re not yet ready to buy. Through a data-driven remarketing strategy, we subtly send them marketing messages to keep your brand top-of-mind when they’re ready to make a purchase. In short, we don’t just let potential customers go—we keep them engaged until they make a transaction.
Gmail Sponsored Promotions (GSP):
Millions of people click on relevant Gmail promotions every day. Imagine if your brand could pop-up right in your prospect’s inbox. It’s inexpensive yet targeted, and we can help you do just that.
Facebook works. We’ve even had success in B2B display promotions on Facebook. The world's largest social media platform has a unique set of data about its user base and is quickly evolving targeting options. The same rules apply with us - we look through all targeting options that apply to your business, explain why we think it will work, run the test, and report back results. Test, report, iterate, optimize. You’ll learn our thought process as you brainstorm with us for new targeting ideas - and evolve together. Combine your customer knowledge with our data-driven insights to become a Facebook marketing powerhouse!
While mainly used for B2B, we have also seen success in B2C with LinkedIn promotions. We have mastered how to leverage the platform to target specific industries, company sizes, and people with certain job titles and roles. We have found over the years that targeted content offers can yield amazing results in the LinkedIn news feed.
We’re sure you’ve heard of programmatic media buying. Not sure if this is right for your business? Contact us for an assessment. There are hundreds of different platforms to choose from, and which audience you focus on as well as how you target them will vary dramatically depending on your market. Typically, there is a minimum monthly spend requirement, but not always.
Depending on your business, we might recommend tests on other platforms. Here’s an example: if Google Search is driving profitable leads, Bing will absolutely bring in more leads for you. If you see success in Facebook for your B2C business, Pinterest could also work. We’ll make these suggestions as we learn more about your business and best customers.
Are you Advanced?
Have you been running campaigns for years, but have this sneaking suspicion you could be much more efficient with your spend? With hundreds of successful PPC campaigns to analyze, we rapidly test and drive the knowledge back into our team to share across all of our clients. Experiments in other industries might uncover new tactics that will work for your business. Contact us for a free audit and opportunity assessment of your current campaigns.
What it’s like to work with Spiralytics
We Launch Fast
We work to have the first campaigns up and running in the first week. The first automated reports are ready by Day 7 for analysis and improvement.
Over the past few years, we’ve built our own reporting platform to update you real-time with the results of each live and historical campaign. You will have access to this platform, and we’ll be updating you with results and analysis. This platform allows you to see:
- Spend allocated across platform/tactic
- Cost per Conversion by platform/tactic (or ROAS for eCommerce)
- Keyword performance – all metrics including impression share, quality score, assisted conversions and more
- Creative performance – for each creative, we merge platform metrics with conversion metrics from Google Analytics
Still not sure? Hundreds of our happy clients couldn’t be wrong. Here is what a few have to say:
What Is SEM?
Search Engine Marketing (SEM) is the process of driving website traffic by purchasing ads on Search Engine Results Pages (SERPs).
Originally, SEM included all marketing activities on search engines (SEO & Search Ads), but over time, the industry has adopted the term to refer solely to paid search advertising. Not to be confused with display ads, which use third-party websites rather than search engines as ad delivery platforms.
How SEM works:
- The advertiser picks relevant “keywords” or “key phrases” that they want their ads to show up for.
- The advertiser then states how much they’re willing to bid per click.
- When consumer searches trigger any of the associated keywords or phrases, ads will get shown/ranked dependant on who bids the most, along with several other variables.
- If the consumer clicks on an ad, the advertiser is charged for the click.
A Brief History of Search Ads
1990 - The world’s first search engine, Archie, was created in 1990 by Alan Emtage. This engine searched FTP sites to create an index of downloadable files.
1994 - AltaVista, the first search engine to allow natural language queries was created, offering unlimited bandwidth and advanced search features.
1994 - Yahoo Search begins as a collection of favorable web pages that included a man-made description with each URL.
1996 - Google is started by Larry Page and Sergey Brin at Stanford University as a new type of search engine that analyzed the relationships among websites.
1997 - Yahoo turns down an offer to buy Google for $1 million (a huge oversight considering the fact that Google is now worth well over $100 billion).
1999 - GoTo, one of the first search engine companies, was founded and successfully introduced the first pay-for-placement search engine service for brands.
2000 - The online advertising market crashes after the dot com bubble bursts as many businesses went bankrupt, scaring away advertisers.
2000 - Google introduces AdWords and a “Quality Score” model, whereby websites were ranked by bid price and historical clickthrough rates for better relevance.
2002 - Google introduces CPC bidding, allowing advertisers to optimize their campaigns based on “max” CPC bid rather than “actual” CPC bid.
2004 - Google’s search market share hits a peak of 84.7% of all searches. They IPO with a market value of $23.1 billion.
2005 - Google launches Google Analytics, a platform that allows advertisers to better manage their ad campaigns.
2008 - Google made several major changes to their Quality Score calculation for more relevant rankings and better user experiences.
2010 - Microsoft Search was relaunched as Bing. They partnered with Yahoo to syndicate their ads on Yahoo Search in an attempt to steal market share from Google.
2014 - Online advertising spend continues to rise, with the mobile advertising market growing by over 90% annually in the US.
2018 - Google consolidates and rebrands AdWords and DoubleClick as “Google Ads” and “Google Ad Manager”.
Present Day - Search engines are continually optimizing their features and algorithms to provide better ad targeting for various devices.
Why SEM Works for Businesses
Although it can sometimes be costly, there are number of reasons why SEM is so effective when it comes to driving relevant traffic to your website:
If you’re wondering what the potential pros and cons of paid search are, find all the relevant answers and more in the following article:
The Pros and Cons of Paid Search Advertising
Search Advertising Platforms
Whatever you choose, keep in mind that these platforms aren’t necessarily competing products. As a matter of fact, they can effectively complement each other, allowing you to expand your ad’s reach to new and unique territories and audiences.
Here’s a guide that should help you decide on which platform best fits your brand’s needs:
SEM Platforms and How They Differ
Search Advertising Statistics
Over the years, search advertising has proven to be an effective channel for generating qualified sales leads. If you’re not already convinced of the huge potential value that search ads bring to the table, maybe some of these all-compelling statistics will help entice you:
Search is the biggest component of the digital advertising market, with a 46% share.
Global Search Advertising revenue amounts to US $127,546m in 2018 so far.
Mobile revenue share has the highest growth rate with 30% CAGR to 2021
The Search Advertising market is expected to grow at an average annual rate of 9.4%, reaching a total market size of US $142.5 billion by 2021.
For high commercial intent keywords, the top three ad spots are responsible for about 40% of clicks.
Feel free to check out blog post for more online advertising trends and statistics to help shape your search ad campaigns:
40 Online Advertising Statistics You Should Really Know
How to Build a Solid Search Advertising Strategy
1. Developing a Search Ad Plan
The first step to any successful search ad campaign will always be to plan. Strategically documenting the process is essential to make sure everyone’s on the same page and that overall campaign progress can be measured.
Here are the basic steps you’ll need to cover in your SEM plan:
To find out more about how to plan these steps in detail, be sure to have a read of our article that dissects the search advertising planning process:
How to Develop an SEM Plan That Works for Your Brand
2. Researching and Selecting Keywords
This is arguably the most important part of your campaign because it will lay the foundations for the rest of your efforts. Your selected keywords will determine how easily your audience can find you as well as how relevant your ad will be to searchers.
Certain keywords will perform better than others, with huge differences in terms of bidding competition and cost-per-click. Not to mention the fact that competitors are always coming, going, and shifting strategies. So, it’s highly recommended that your keyword testing and optimization efforts be ongoing. The last thing you want to do is waste resources on tactics that are no longer effective.
Find out everything you need to know to research and select the right keywords for your brand with our comprehensive post on keyword research:
The SEM Guide to Researching and Selecting Keywords
3. Creating Search Ad Copy
Once you’ve selected the best keywords to target, it’s time to start thinking about how you’re going to entice your audience to make that all-important click. This is where you need to do a bit of convincing, so it definitely pays to be a good copywriter.
Copy is the first thing a user sees when they’re exposed to a search ad, and first impressions are incredibly important for businesses because they can mean the difference between establishing a positive relationship and losing that visitor’s interest for good.
Always make sure your ad copy is relevant to the keyword you’re targeting. When people use search engines, they naturally filter out and ignore ads that aren’t relevant to them. They’ll do the same to you if your ad copy doesn’t match their search intent.
Apart from relevance, there are a few other persuasive techniques for writing great ad copy. You’ll find detailed steps in our corresponding article:
How to Write Great Copy for Search Ads
4. Optimizing Paid Search Campaigns
As mentioned earlier, it’s important that your SEM campaign optimization efforts aren’t restricted to any one point in time. Testing and improving is an ongoing process that needs to be addressed at regular intervals so your strategies remain competitive.
There are several areas where optimization efforts can have very positive effects for your campaign. Things to pay attention to are:
- Search ad account structure
- Keyword list expansion
- Negative keywords
- Bidding strategies
- Audience targeting strategies
Each of these facets can always be further improved, no matter how much you’ve optimized your strategy in the past. The thing about paid search (and most other marketing strategies) is that it’s definitely not set-and-forget.
If you’re looking for actionable ways to optimize your SEM campaign, we’ve got you covered: