PPC Management Methodology

We fully understand that good return on investment (ROI) is the most important goal with PPC campaign management. After all, each click costs money. We have fine tuned our PPC campaign methodology to high levels of refinement, to ensure good ROI.
Key Features:

• Picking up the right targeted keywords for PPC Campaigns
• Development of attention grabbing creatives like titles and description for the PPC Ads creation
• Sticking to an upper bid limit, we don’t believe in getting into bid wars as they can lead to a decrease in ROI
• Maintaining the cost per click (CPC) at low levels by focusing on less competitive yet targeted keywords.
• Tracking the campaign results on a daily basis. With focus on the major variables like click through rate (CTR) and cost per click (CPC)
• Updating the client about the progress of his campaign. We believe in being

PPC Management Methodology

We fully understand that good return on investment (ROI) is the most important goal with PPC campaign management. After all, each click costs money. We have fine tuned our PPC campaign methodology to high levels of refinement, to ensure good ROI.
Key Features:

• Picking up the right targeted keywords for PPC Campaigns
• Development of attention grabbing creatives like titles and description for the PPC Ads creation
• Sticking to an upper bid limit, we don’t believe in getting into bid wars as they can lead to a decrease in ROI
• Maintaining the cost per click (CPC) at low levels by focusing on less competitive yet targeted keywords.
• Tracking the campaign results on a daily basis. With focus on the major variables like click through rate (CTR) and cost per click (CPC)
• Updating the client about the progress of his campaign. We believe in being

PPC methodology details

While each campaign is different, Tug's proven test-and-learn methodology is always the same when developing a client's Pay per click campaign.
Call 0207 033 6933 or contact Tug to find out how our PPC and SEO services – or a combination of both – can help you reach your online marketing objectives; or read more about our search marketing services.

Evaluate

For campaigns and campaign elements with statistically relevant data, the data is farmed, analyzed and leveraged for use in the "Design" portion of the process as we begin the process all over again.

Monitor

This stage is crucial as I not only monitor but begin the process of measuring and revising campaign elements: keyword bids, negative keyword expansion, advanced keyword matching options, and geographic or demographic targeting. 

Monitor

This stage is crucial as I not only monitor but begin the process of measuring and revising campaign elements: keyword bids, negative keyword expansion, advanced keyword matching options, and geographic or demographic targeting. 

Implement

Moving into the next stage, the campaigns are launched using best practices for settings as well as time of launch.  At this stage, we will usually implement supplemental testing mechanisms such as Google's Website Optimizer to boost campaign production.

Design

This first step encompasses research, development and goal setting.  This baseline activity identifies opportunities within your product/service offering using a thorough client questionnaire and kick-off meeting, studies past campaign and analytical data, examines competitor campaigns, and considers environmental trends.  I then leverage all this information to fully develop campaigns for launch including keyword selection, messaging themes and audience targeting.

 

Introducing "DIME" PPC Management

Through years of research and application, I have developed a comprehensive guiding principle for the most effective PPC management methodology.  "DIME" PPC Management takes your campaigns through an ongoing process, applying each stage throughout the life of your campaigns.  We also use this process to guide micro-tests including but not limited to ads, landing pages and keyword inventory.

PPC Methodology

For most organizations, Pay-Per-Click Advertising has become an integral dimension of the overall online marketing strategy. The opportunity to consistently drive targeted visitors to a site is unlike any other dimension of Interactive Marketing. SEMGeeks.com is a New Jersey based PPC Management Company offering a full range of services to develop and manage your Pay-Per-Click advertising campaign.

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Experienced PPC Management Company

Theoretically, as long as a company is willing to pay for traffic, then it should be relatively simple to utilize the interfaces that each of the search engines offer. In practice, however, the nuances associated with managing a profitable Pay-Per-Click program are considerably more complex and require the skill of an experienced PPC management company.

The challenges result from the many variables that need to be considered in all phases of a Pay-Per-Click campaign. One example is engine selection. While Google AdWords may be the best source of traffic, it is possible that other search engines can deliver targeted, quality traffic. Budgets need to be strategically managed between engines to drive the best ROI.



Furthermore, it is no longer the case that the company who pays the most will have the top position in Pay-Per-Click results. The algorithms have advanced to the point that factors other than the marketer's bid price enter the equation. Additional criteria used to determine the quality score (the score that determines the order of the ads) include the click thru rate of the ads and the quality of the landing page where the traffic is being generated.

To compete effectively in today's Pay-Per-Click marketplace, it is no longer viable to use keywords and phrases that are no related to the products or services offered by a business. Google AdWords has set the standard for the industry. As a Google AdWords manager, SEMGeeks.com works closely with representatives at Google to provide clients with the most up to date knowledge of the industry standard.

Model-based PPC verification methodology with two dimensional pattern feature extraction

Proc. SPIE, Vol. 5040, 1156 (2003); doi:10.1117/12.485511

Online Publication Date: 3 February 2004

Conference Date: Tuesday 25 February 2003
Conference Location: Santa Clara, CA, USA
Conference Title: Optical Microlithography XVI
Conference Chairs: Anthony Yen

ABSTRACT

CITING ARTICLES

 
Toshiba Corp. (Japan)

A Novel model-based process proximity correction (PPC) verification methodology is proposed. This methodology features the comparison between actual processed wafers and target CAD data. The new system makes it possible to compare extracted two-dimensional pattern features on actual processed wafers with target pattern features on CAD data at any "hot spot" patterns. The "hot spot" patterns have relatively large CD errors on wafers after PPC in lithography simulation. In addition to this methodology, the model-based PPC verification flow was constructed with a feedback loop of the results. The application of this methodology to the 90nm-node CMOS gate yielded useful information on accurate CD control. The qualitative and quantitative consideration from the results indicated suitable subsequent actions regarding wafer fabrication, mask re-fabrication, PPC re-modeling and PPC re-parameterization in the feedback loop.

©2003 COPYRIGHT SPIE--The International Society for Optical Engineering. Downloading of the abstract is permitted for personal use only.

PPC Methodology

1. Extensive Keyword Research
2. Competitive Analysis
3. Website Analysis / Website Creation
4. Establish Keyword Universe and Apply Ad-group Structure
5. Create Ad-copy or Ad-text to be displayed for each product or service group
6. Create Landing Pages if applicable.
7. Install management and other analytic tools for constant monitoring of website activity and onsite behaviors.
8. Monitor Sales and traffic
9. Manage ongoing program and make the inevitable adjustments based on market / searcher behavior.
10. Split Testing and Multi-Variable testing to improve conversion rates and ROI.

Our Process

Anyone can do their own PPC campaign. Just contact Google, Yahoo or MSN and they will be happy to take your money and you will have a PPC campaign. But, will it work? If you are reading this, it probably hasn’t or you already realize that it involves more than keywords and a checkbook. Optimum7 is entirely focused on the effectiveness of your PPC campaign. As such we are entirely focused on the ROI of the campaign as measured by:

1. Click-Through Rates (percentage of searchers who see your ad and actually click on it.
2. Conversion Rate (percentage of visitors to your site that have done exactly what the site is designed to do i.e. buy or fill out a lead form).
3. ROI – the sales generated over a defined period of time vs. the marketing cost.

What is Optimum7 Pay per Click Management?

Our PPC (Pay per Click) Management generates high visibility, high click through rates and high conversion rates (leads or online sales).
Optimum7 is targeted on the ROI of our clients’ websites. Simply, does the visibility generate the clicks (hits)? Do the clicks generate the leads? Do the leads generate sales? Are the sales the most profitable sales? What is the total return, yes, the Return on Investment for my online strategy?

Pay Per Click Management Services

Optimum7 Pay per Click Management focuses on the sales and profitability of our clients’ websites. Our clients come to us for this service because they are seeking a focused approach to online advertising. Often these same clients wish to “bridge the gap” while Optimum7 SEO services are developing organic listings. The fact is that 30% of consumers and as much as 50% of businesses actually trust as first choice and/or click on the Sponsored Search Results in Google. This fact alone makes it critical for a well-defined, well-managed Pay per Click strategy.
The problem is simple: You have already created a website but you are not getting enough leads or sales. You are either confused or disappointed in your paid search program because you are spending money with Google to generate ads, leads and sales but the leads and sales are just not happening in the numbers you had hoped. The solution is Optimum7 PPC Managemen

PPC Methodology

KEYWORD RESEARCH

The first step of any campaign is keyword research. Using top industry tools, we gather data on hundreds of potential keywords, measuring not only the popularity among internet users, but also the level of competition for each keyword or phrase. This lets us estimate how much potential keywords will cost as part of a PPC campaign.
Based on your budget, we can then decide which keywords will deliver the most bang for the buck. Often a long-tail approach is taken towards keyword selection, which not only helps control the budget, but also delivers more paying customers than the more generic, and more expensive, keywords.

CAMPAIGN STRUCTURING

The possibilities are endless when it comes to structuring a PPC campaign. The best approach is to structure your campaign based upon the keywords that your customers are using. This means taking the popular terms and creating ad groups around them, writing ads that are specific for each keyword. For instance, let's say you want to use the keyword, "PPC Consultant." You would then create an ad group named PPC Consultant and write ad copy that includes the term, "PPC Consultant." You would do the same for each popular keyword in your campaign. Creating a campaign this way is a lot of work, but it produces the best results.
Choosing the right landing page for each keyword is also vital. Not every keyword should lead to your home page. In fact, very few keywords should lead to your home page. Once a potential customer lands on your website, you don't want to have them digging around, looking for the right page. Creating ad groups for each keyword allows you to direct customers to the right page, right away.

A-B Split Testing

With A-B Split Testing, we produce several ads for the purpose of testing them against each other. This way, we can see which ads are continually performing the best. We use and improve those ads while deleting ads that don't perform as well. Your campaign is continually improving, no matter what the competition is doing.

Keyword Testing FOR SEO

One of the biggest benefits of PPC campaigns is that they allow you to test Conversion Rates for different keywords. When implementing an SEO campaign, testing with a PPC campaign can save months of work and thousands of dollars.
For example, let's say we want to optimize for either "ppc consultants" or "ppc management service" but we aren't sure which keyword is going to be better for us. With a PPC campaign, we can test the keywords against each other, measure the results and then implement the best keywords into our SEO campaign.

Internet Marketing Optimization Company

Information, tips, and helpful hints for people performing internet marketing: Search Engine Optimization (SEO), Pay-per-Click (PPC), analytics projects, and traffic through Social Media Optimization (SMO) and branding activities. Free how-to placement and ranking advice and information supported with top agency quality services, products, tools, links, and tutorials. Company also offers premium fee-based internet marketing services and SEO group training as needed. We are both a full-service Internet Marketing Optimization Company with full agency services as well as an information resource for effective do-it-yourself Web marketing strategies and plans. Internet marketing is hard, technical, detailed work, but we have everything it takes to succeed.

To construct a great content-rich website takes planning. A competent designer uses online architectural design principles, carefully combining information delivery and intuitive navigation to satisfy the visitor's needs (why they visited) while accomplishing their own business goals for fame or fortune (why the website was created). Having a proper architecture is vital to the online internet marketing of a site that will attract and also satisfy visitors. Simply put, designing an award winning website is not enough. Your site needs to be placed in front of potential visitors or they will not know you exist. Our Internet Marketing Optimization services includes the integration of focused traffic-generation tactics that are vital to the success of your site. Without smart marketing any great website will fail. Bruce Clay, Inc. is an agency that focuses specifically on how to succeed at internet marketing optimization through website design, search engine placement, pay-per-click, search engine marketing, submission, analytics, conversion optimization, and social media and branding programs. We help you achieve high traffic to your website that converts to revenue.

"Clay's site exemplifies the perceived trust, reliability and credibility that result from giving away free expert advice on the Web. At first glance unprepossessing and text heavy, this site nonetheless offers comprehensive, stellar information on effective website design, placement and search engine optimization. Clay's site is a must-visit for Internet marketers, for both the quality of its information and its modeling of what works on the Web." - Larry Chase, Web Digest for Marketers

Our Internet Marketing Optimization Company offers SEO training, consulting, site assessments, SEO tools, co-operative projects with your staff, and even full turn-key programs to maximize your programs. We are often involved in design reviews, early launch assessments, and then the building and management of aggressive traffic-generation programs. There are many companies out there that use an agency to consult on the changing internet landscape (search factors change each week) and to direct strategy and tactics, but also use their own in-house team to implement. Sometimes you need both to stay current and succeed, and of course to control costs. Likewise, if you do not have an in-house SEO resource or you are not too sure what Internet Marketing entails, or how complex it may be, we suggest hiring our company first and learning from that process before selecting your in-house team. Our Internet marketing agency services section is where you can request free information and request a free price quote for services.

Pay Per Click (PPC) Management & Optimization

Getting the maximum return from PPC requires continuous review of and changes to the campaigns, including adding new keywords, bidding strategies, ad copy testing, identifying negative keywords, making changes to landing pages, and competitor analysis, to name a few. Pitstop Media has repeatedly helped clients to achieve their PPC objectives such as more leads, online sales, or brand awareness by optimizing and managing their existing accounts. If you are currently running your PPC campaigns and you're not satisfied with the results, we can help improve their performance and deliver excellent results.

Service Overview

Based on the information obtained from you and the review of your existing PPC campaigns, we will define the strategy and approach to optimize the account, the expected results and the time required to achieve those results. We will also analyze your web analytics data, if available. As part of the process, we will also provide some recommendations on improving the content of your landing pages if necessary.

Our PPC Methodology

Google AdWords Certified Partners and Yahoo! Ambassadors from our team will work with you to best understand and obtain important information about your business goals, target market, competitors and the industry. 1. We audit and reviewyour PPC campaigns to make sure: existing campaigns are generating conversions with positive ROI the campaigns are well structured, with keywords of high relevancy grouped into theme-based ad groups the marketing budget is allocated sufficiently and properly across your account geo targeting and language options are set up properly conversion tracking is set properly ads are set to show only in the desired networks at least two ads are running for each ad group ad scheduling and ad serving options are set properly keywords are receiving sufficient exposure and have considerable impression share negative keywords are included to filter unwanted traffic keywords with negative ROI are paused or removed Quality Score (QS) of keywords being advertised is high landing page content is relevant to the keywords being advertised 2. Analyze your competitors to discover additional keywords 3. Use web analytics data (if available) to analyze customer behaviour on your website. Based on the account audit, we will identify opportunities to optimize your campaigns, and restructure existing PPC campaigns pause or remove under-performing and irrelevant keywords add new keywords to target customers across different stages of the buying cycle define bidding strategies based on ROI and competitors analysis test new ads provide recommendations to optimize landing pages Once the account is optimized, we will manage the campaigns to continuously improve the performance of your PPC account, delivering increasingly positive results.

 

Hybrid PPC methodology using multi-step correction and implementation for the sub-100-nm node

Optical Microlithography XVI. Edited by Yen, Anthony. Proceedings of the SPIE, Volume 5040, pp. 1176-1183 (2003).

As semiconductor devices are scaled down to the sub-100nm node, the fine control of ACLV (across-chip line-width variation) to improve the performance of chips and the expansion of the process window to enhance yield are required. One of the techniques reducing ACLV is MPPC (model-based process proximity correction). However, it increases pattern complexity and does not guarantee enough process windows. Therefore, we propose a HPPC (hybrid PPC) methodology combining RPPC (rule-based PPC) and MPPC, which correct the gate on active by MPPC for device performance and the field gate by RPPC for process window. In addition, we optimize SRAF (sub-resolution assist feature) design to improve process windows further at the full chip level and apply the multi-step correction, which corrects optical and etch proximity effects separately to minimize ACLV. As the result of the application to the 90nm logic gate, we achieve over 0.3um DOF (depth of focus) and the line-width variation within ±5% of the target CD (critical

PPC Marketing

Paid search (PPC) marketing can be both a companion to the natural search efforts of your website, or a stand-alone channel to reach visitors online.

Vizion believes that the union of both natural and paid search is the only way to truly make the most of your online presence, and we understand the different performance standards associated with each method of marketing.
Vizion’s PPC methodology is a solid blend of reporting, analysis and testing. We stay current with industry trends and features, and ensure that ongoing management of your campaigns provides you security from PPC pitfalls like click fraud. We also perform comprehensive integration with your analytics platform, to ensure that goals are tracked, PPC traffic is tracked, and that all of your PPC channels are uniquely identified for analysis.

Build

A solid foundation of keyword research, logical ad grouping, market-savvy ad copy writing and bidding strategy will help your PPC efforts start on the right foot. If you have existing PPC campaigns, Vizion can perform a complete audit to get your accounts aligned with our industry-leading best practices.

Report

As transparency is one of our core values, we believe in practical, user-friendly reporting. We provide weekly and monthly data summaries, including access to reporting in our iMarketing Manager reporting tool. You’ll be able to track your history and monitor your success.

Analyze

It’s not enough to report the numbers. You need to know what those numbers mean, and what actions to take to make those numbers meet your goal. Vizion can bridge the gap between the technical and the practical, and ensure that your PPC efforts are goal driven and successful.

Refine & Test

Progress toward meeting and exceeding your goals is an evolutionary process. By testing new ideas, focusing on what meets your goals and being honest about what doesn’t, Vizion will help “dial in” your PPC campaign to be the most efficient it can be.
Vizion is also versatile in our PPC management. We are experienced and certified in the major platforms like Google AdWords, Yahoo!  Search Marketing and Microsoft Bing adCenter. We also have experience in specialized markets, like the B2B-oriented search of Businees.com, or the social media network of Facebook paid advertising. We’ll develop your strategy to meet your budget and your goals.
Maximize your online marketing success. Contact Vizion today to get started on a quality paid search campaign.

PPC Optimizing Methodology - "Washington PPC"

PPC optimization campaigns can be used very effectively for both direct sales of products and lead generation.  The key to success can be found in the methodical research, set-up, monitoring and optimization of the PPC campaign.  We call our methodology "Washington PPC". Here are the steps we follow in the PPC optimization process:

1. Conduct customer interviews to understand the business and goals of the campaign.
2. Install a free analytics tool (Google Analytics) on the site to monitor traffic and conversion information.
3. Conduct competitive research to assess the market and PPC opportunities.
4. Conduct extensive keyword research to identify the keywords with the highest profit potential.
5. Write Ad copy that reflects the goals of the campaign and are optimized for performance.
6. Re-write web page copy to correlate with Ad copy
7. Create pay-per-click ad campaigns by entering keyword groups and maximum keyword bids into the desired PPC platforms: Google AdWords, Yahoo Search Marketing and Microsoft AdCenter.
8. Monitor campaign progress daily and adjust bids as necessary
9. Conduct constant A-B ad testing to optimize ad copy for highest conversion
10. Revisit and refine with Washington PPC methodology

Optimized PPC yields Success

Successful Pay Per Click campaigns rely heavily on the analysis and monitoring of PPC ad campaign data.  AdSynergies has very successfully rehabilitated many PPC campaigns that were under-performing and brought them quickly to profitability.

Methodology

This page summarizes how we have evaluated the different pay per click services.

Our domain names are not registered solely to maximize PPC income.  Our secondary objective is domain sales.  So, many of our names are somewhat general and not necessarily likely to generate very high RPM's (revenue per thousand unique impressions).  For example, a name like greatloans.com is very specific and very targeted for loans.  A name like anr.com is a much less targeted domain (a 3-letter acronym) that could stand for many different things.

Optimization is the process of finding search page links that increase the revenue (RPM) for an individual domain.  At some services, optimization is manual.  At other PPC services, optimization is automatic.  In either case, optimization takes time.  So, we allow time for optimization before reporting RPM results.

We try out typical, general domains at each PPC service to measure RPM.  Therefore, the RPM that we report for each PPC should be fairly typical for a portfolio of random, but good domain names.  Some PPC services may do better with general traffic and others may do better with highly targeted traffic.  So, your results may differ significantly from our results.  If you have very highly targeted domains, you can expect higher RPM's no matter where you place the names.

If we obtain a relatively high RPM with our names at a PPC service, then we will keep some of our names there.  Then we will periodically review and update our reported results.  If we obtain a low RPM with a PPC service, then, after our initial evaluation, we will recheck them no more frequently than once per year.

If you would like us to evaluate your PPC service, then please send us an email (see our home page).  We are primarily interested in PPC services that are open to a wide range of domain owners and not to a select group.

Google Day Parting Example

Landing page
Testing your landing pages is crucial, e.g. product page vs. category page. Is the conversion rate better when you deep link the user? How does this influence average basket value?
By deep linking we aim to remove the navigation from the user and ensure they find what they want instantly.
This is a simple tactic that is still ignored by many advertisers. In this case advertisers are using high street store methodology online, the theory that the user will see what else is on offer while walking through the store.
The online user is a different animal.
Its not about experience and a nice day out, it’s all about making the visit quick and easy. You have less than a second to grab a users attention before they move towards the dreaded ‘back’ button.
If you have followed the best practices, are using the right keywords and are sending the user to the right page but still not converting as well as you’d hoped then Multivariate Testing (MVT) could improve your sites productivity.
Again there are two MVT options:
1. Rotate copy, images, buttons etc until you find the optimum mix.
I.e. Copy A – Image B – Button C has the best conversion rate.
2. The second option is to change the position of specific elements on a page.
I.e. Page converts best when…

• Buy now button is right hand side.
• Image is before content.

These tests can be controlled and can influence future site design and build. Once you have your optimum page(s

Keyword Mix

The optimisation cycle typically includes the following elements:
Keyword analysis

• Match types
• Search queries
• Negative terms
• Positions

Ad testing

• Prices
• Call to action

Click path analysis

• Influencing keywords
• Converting keywords
• Journey time – first click to conversion

The following image illustrates the different possible touch points for your site and why it is important to not just focus on the converting click:

It could take a number of clicks before the converting the user; these clicks could also be generated by differing terms. The type of conversion journey taken could also resemble the products purchased and basket value. I.e. users may take longer when researching to buy high end products.
Day Parting
Focus budget around converting days/times
Basic adjustments enable user to specify when the account should be active

Test & Refine

Ongoing testing and refining the account is carried out to find your optimum performance for your budget.
Our objective is to find the right keyword mix that will maximise performance. The image below illustrates the relationship between types of keywords, traffic generated and the cost per acquisition.

Structure Methodology

Relevancy is a key factor in improving quality score. A high quality score will assist in making CPC efficiencies and in turn ROI.

PPC Methodology

Our PPC methodology targets efficiency and relevancy in order to give the best possible ROI for our clients.
Although every account will have differences, differing business needs, number of products etc, our best practice techniques are consistent.

Structure

The most important part of a PPC account is the setup structure. This enables effective optimisation, reporting and management.
The structure should reflect:

• Business needs – Internal reporting
• Broken down by department/product/theme – Daily budgets are controlled at this level. How will you need to allocate budget?
• Campaign for specific region/location/country/language

Once the campaigns have been created the ad groups should develop naturally, giving you small groups of keywords with highly targeted and relevant ads.
The diagram below highlights the importance of focusing on these areas specifically:

Pay Per Click (PPC) Campaign Methodology

Pay Per Click Advertising accounts for 30% of search engine clicks. Participation in an appropriate level of PPC Advertising can yield both return on investment as well as valuable analytics to help improve your overall search engine advertising efforts. Forward Marketing uses a four dimension process to manage your PPC campaigns effectively.

PPC Advertising Packages & Pricing

We offer three pre-designed PPC Advertising packages for our customers. Review these on our Pay Per Click Packages & Pricing page to see which is right for your company:

• PPC Bronze Package for Google
• PPC Silver Package for Google & Yahoo
• PPC Gold Package for Google, Yahoo & Bing

Mobile PPC Advertising is Hot!

Pay Per Click Advertising on mobile devices is exploding! Google’s AdMob division is the leading in mobile platform PPC Advertising on the iOS and Android mobile platforms for smartphones and tablets. Let us help you develop a custom strategy for these platforms as well.

For More Information

If you have further questions, please use our Contact Us page or call us at 713-449-2000. Let us help you better understand our above Pay Per Click advertising services or how we can create a custom package tailored to your specific needs. You can also visit our Pay Per Click Packages & Pricing page (mentioned above) or you can return to our PPC Advertising Overview page.

Methodology

The tangible nature of a Pay per Click (PPC) campaign provides the opportunity to generate acquisitions (sales, leads, enquiries etc...), in volume, at a fixed Cost per Acquisition (CPA).

Having a fixed CPA ensures that the campaign can be self-financing and subsequently much more scalable.

However, to achieve a fixed CPA, with a high volume of acquisitions, a deep understanding of the campaign metrics, how they relate to each other and how they can be positively affected is imperative.

Not to mention a clearly defined campaign management process and platform to facilitate the day to day running of the campaign.

Monte Carlo Methodology Used To Estimate Cleanup Project Life-Cycle Cost Uncertainty

Authors: Jeff Goodman and Greg Love

Overview

This white paper summarizes a statistical approach for estimating environmental cleaning cost uncertainty. We selected a well-known statistical approach—Monte Carlo simulation—to develop a cost estimate that incorporates the uncertainties inherent in environmental cleanup projects. Uncertainties that can affect project cost result from factors such as long project time frames (in excess of 30 years in certain cases), technical complexity, and the current degree of project definition.

This paper explains how we use Monte Carlo simulation to incorporate uncertainty into cost estimates and provide a range of costs for the cleanup program. After an introduction on cost uncertainty, the paper explains what Monte Carlo simulation is and how it can be used to predict project cost uncertainty. The paper then discusses the results of such analyses

PPC Management

Collaborative Campaign Management

We won’t just build your campaigns and hope that people will come, and we don’t believe in doing whatever we want and billing you for the privilege. It’s an ever-evolving process. Our approach is collaborative and transparent with regular phone, email and face-to-face contact with you.
Our account managers are experienced digital marketing professionals who really know how search marketing works and can deliver your campaigns to your target CPAs, whilst building a strong relationship with you and your business.
We use Basecamp as a central place to keep all documents, reports and conversations about your campaigns to make sure the work has a continuous flow with complete clarity.
Campaign and account management includes:

1. Continuous measuring and reporting
2. Ongoing programme of campaign optimization to continuously improve your KPIs
3. Testing, measuring, refining, and testing again as an ongoing process

PPC Management

Our account managers are experienced digital marketing professionals who really know how search marketing works and can deliver your campaigns to your target CPAs, whilst building a strong relationship with you and your business

Pay Per Click Advertising Methodology - How PPC works

A unique onsite analytics tool that will  by up to 300% in three simple steps

• Tracks your website’s visitors that do not enquire
• Qualifies leads based on engagement levels
• Reports specific company details to turn your visitors into warm leads

1. Keyword Research

The first and the most important stage in a Pay Per Click advertising campaign is keyword selection. Keywords are selected depending on their popularity and relevance to your website. Ideally it is better to start with a larger set of keywords including the more popular and the less popular. You would have to pay more for the popular keywords and that must be kept in mind while selecting keywords.
The commonly used keyword research tools are:

• Word Tracker
• Overture Search Suggestion tool
• Nichebot
• Google keyword tool
• Other search engine specific tools etc.

Finding the right keyword is extremely important as your bids and spending would depend on it.

2. PPC Engine Selection

Contrary to popular opinion, it is not always wise to go for the best PPC engine like Google Adwords or Overture. Although they have their own advantages of high traffic, when it comes to selection of a PPC engine it is sensible to choose the second best to prevent the risk of spending too much with no desired results. The bids for same keywords would be high on popular PPC engines and comparatively lower on second tier PPC engines.
PPC engines are selected depending on their popularity and campaign budget. Presently, we work with all the common PPC engines like Google, Overture, Enhance, Goclick, Miva, Searchfeed, 7search etc. Signing up could be done by the customer, or by us if sufficient details are provided.

3. Creating Ads

Catchy pay per click advertising is the key to grabbing customer attention. A PPC ad copy consists of:

• Title
• Description
• URL

All PPC engines have specified limits on the characters allowed in an ad copy. We make sure the ad copy is creative, catchy and compliant with the rules and regulations of the various PPC engines and they go live after customer approval.

4. Ad submission to PPC engine

With your approval we submit the ads and keywords to the selected PPC engine. The ad listings can be submitted through two methods.

• Manual Submission: The ads are submitted serially with limited number of ad listings and keywords.
• Bulk Submission: With a larger set of keywords, individual submission is time consuming. In this case, most of the PPC engines provide an excel sheet format in which all the details can be filled in and uploaded.

We are familiar with both submission methods and can ensure smooth and fast submission.

5. Setting Cost Per Click and daily budgets

After the submission of ads, it is time to set a daily budget and allot bids to the keywords. Keyword bids are set depending on rival advertiser bids. It also depends on how much you are willing to pay per click. The budget and bids can be changed periodically for better results.

6. Continuous monitoring and reporting

Setting up the campaign is not the end of the pay per click advertising campaign, it is just the beginning. Reports have to be generated and monitored on a regular basis. The reports could be from the PPC engines itself or from other software like Counter Central or Google Analytics. Based on these reports, required modifications are made to the campaigns.

7. Testing

This is the final stage of the pay per click advertising campaign. The testing stage involves varying the landing pages, keywords and ad copy regularly in order to get optimum results.

Pay Per Click (PPC) Methodology

Pay per click (PPC) advertising allows you to pay to have your ad listed on the major search engines. They are the sponsored links you might see when you perform a search in a search engine. They usually appear at the top, bottom or right side of the search engine results page (SERP) and are identified as Paid Listings, Sponsored Links, Sponsored Listings, or Featured Listings. Pay per click advertising search engines call for you to pay to have your advertisement listed on the major search engines by allowing you to bid on keywords that are related to your business.
The rank or relative positioning of PPC campaign ads are based on an open bidding system. In this system, advertisers bid to have their advertisement listed. The bid amount is paid by the advertiser when a visitor clicks on the ad; hence, this is also known as a "cost per click" program. These terms are sometimes used interchangeably to describe Pay Per Click Internet advertising even though PPC refers to a payment method and CPC refers to the cost involved in each payment. Theoretically, whoever bids highest gets the highest listed position, although some search engines, such as Google, have made it a little harder by using a  that bases position on more factors than just your bid. And as more of your competition enters into this developing market, the competition will only become more fierce. Optimizing your PPC search engine marketing campaign will keep you one step ahead of the pack.
To read a more general introduction about the benefits of Pay Per Click search engine advertising,

Step 1: Discovery

As a search engine marketing tactic, there are many things to consider when deciding to launch a pay per click marketing campaign. In addition to resolving just how much of the PPC management, if any, to outsource or manage in-house, some amount of understanding on how they work will be required. A  will need to be set and metrics should also be set in place to measure the success (or failure) of your PPC campaign.
A PPC account acts as a great keyword conversion testing ground to determine if your search engine optimization campaign is . Run a PPC campaign to see how well your chosen keywords convert. Then, incorporate the best keywords into your search engine optimization (SEO) campaign.
To a large extent, search engine marketing is about identifying the most effective keywords for your web site, and keywords in a PPC campaign are just as important as in an SEO campaign. If you are handling your own pay per click management, you will want to identify your industry's most targeted keywords so that you can eliminate wasted words and increase your chances of gaining conversions. Targeting your ads for the wrong keywords will cause you to miss certain customer groups and decrease your ROI.
So, what is a keyword? A keyword is a word or phrase that people (consumers or businesses) would employ to locate information on the products or services or topic that they are interested learning more about or purchasing.
For example: A mother of seven is interested in purchasing a new type of peanut butter. She turns on her computer and visits her favorite search engine.
In the search box, she enters the keyword peanut butter. In addition, she may also enter chunky peanut butter, creamy peanut butter, or natural peanut butter. Of course, since she is a savvy consumer, certain types of peanut butter are important so she might also enter organic peanut butter, soy butter, or reduced fat peanut butter.
Finally there are different ways to use peanut butter: peanut butter cups, peanut butter cookies, and peanut butter recipes.
The core idea behind keywords for a PPC search engine marketing campaign is  that are important to your target audience and therefore will be the most effective to use on your Web site.
Traffic is good, but the bottom line is really conversions. Some questions to consider are:

• What are your long and short term goals?
• How will they be tracked and measured?
• Who is your target audience?
• Do you have any regulatory requirements?
• Do you have any feedback (positive or negative) about the usability of your site?
• Who are your pay per click marketing competitors?
• Have you done research to determine what keywords to target?

The purpose of the this phase is to gain an understanding of the short- and long-term needs, associated issues as they relate to PPC Advertising and determine what keywords will be bid on.

Step 2: Design

For the creative advertiser, there are a variety of  available. Choosing the right one, or ones, to invest in depends on your target audience, your product or service and of course, your budget. From pay per click (PPC) to cost per click (CPC) and the newest pay-per-call, online advertising guarantees you immediate exposure and potential leads. Picking the search engine marketing services that fit best with your goals will help build a PPC campaign that will generate the best results.
The purpose of the Design Phase is to design the pay per click advertising campaign based on the strategy and short-/long-term needs identified in the Discovery Phase and help develop your bidding strategy.
This phase could include:

• Modeling the keywords in terms of monthly counts, estimated click-thru rates, and conversion rates.
• Identifying which PPC Engines will be used for the campaign and any variations in the campaigns by PPC Engine.
• Identifying site landing pages and destination pages for conversion purposes.
• Identifying any tracking and reporting tools.

Unless prior data exists to suggest otherwise, all pay per click Internet advertising campaigns are launched as Exact Matching (sometimes referred to as Standard). In addition we do not advocate Content Match unless data exists to suggest its immediate implementation. "Excluded words" should also be uploaded as well.
Over time, as metrics validate Click-thru and site level conversion, the PPC Advertisement Campaigns can be expanded to Phrase, Broad and then Content Matching. As the PPC Campaigns are expanded, special attention should be paid to the bidding. Usually, Phrase and Broad Matching bids should be lower versus Exact Matching as they are less precise. However, bids could be the same based on the nature of the keyword phrase.

Step 3: Development

The purpose of the Development Phase is to develop the pay per click marketing campaign as a result of the short- and long-term needs, strategies and campaign design produced in the first three phases. This phase includes converting the audience issues into "creative content statements." Once the creative content statements are finalized, the ads are customized for each PPC Engine to adjust for each engine's constraints, such as the length of the ad, the reach and demographics of the engine, etc., and bidding strategies are developed.
For ad copy to convert readers to visitors, it must grab the reader's attention. Whether it's a print ad in a magazine, a PPC ad on a Web page, or a sponsored listing on a search engine results page (SERP), your message must call out to the person reading it. You may be advertising in the right place at the right time, however, without the right message, you will have a problem. If you're not appealing directly to the person who is reading your ad, you risk them seeing it without realizing how it relates to them.
If the ad is a pay per click (PPC) ad, your potential customer has executed a search and is looking for something specific. If you write your ad to speak directly to them, there's a better chance they will click on it and visit your Web site. So what characteristics do you look to include when writing ad copy?
Step 3 will tell you the importance of creative writing and how to appeal directly to your customers needs to increase traffic and conversions. Remember to emphasize W.I.I.F.M. (What's in it for me?) in your ads. Site level conversion is often influenced by the Landing Page that visitors are directed to when they click on the PPC ad. Site level conversion is supported when the PPC ad is linked to the web page that discusses the subject of the keyword in the ad.
For some keywords it may be best to link the PPC ad to the Home Page. These are often keywords that are general keywords for that market or service. But more often it is best to link the PPC ad to a page that contains targeted information about the subject matter of the keyword AND is action oriented for the visitor (e.g. the page contains a "Buy" button, or a "More Information" link or phone number). In many situations it may even be necessary to develop new Landing Pages to help increase site level conversion.
Conversion Tracking is the most important part of any pay per click advertising program. If you cannot track conversions, you will not know how to measure the success of a PPC Advertising Campaign. Some ways you can track conversions are by using tracking tools offered by the PPC Engines, use 3rd Party tracking tools, develop your own tools or simply use an Excel spreadsheet.
At the conclusion of the Development Phase, you should have:

• Development of Creative (Title and Description) by PPC Engine for each keyword
• Application of tracking URLs and Reporting Tools
• Development of new Destination Pages or editing existing pages
• Implemented Tracking & Reporting Tools

Step 4: Deployment

The purpose of the Deployment Phase is to "launch" and monitor the PPC search engine marketing ampaign as a result of the short and long-term needs. The Deployment Phase begins by uploading (manually or electronically) the PPC advertisements to the PPC Engines. Some pay per click search engines allow advertisements to "go live" almost immediately and others require editorial approval.
Most PPC search engines employ a "pure" bidding model where the highest advertising bid is positioned the highest followed by the next highest bid and so forth. However at least one pay per click search engine employs an "algorithmic rank" based on several factors including the bid multiplied by the previous click-thru of the advertisement. Although seasonality should be considered, often it takes 3-5 business days for approval of the PPC advertisements. Most PPC Engines will send an email alert to indicate when PPC Advertisements have been approved or declined. Nonetheless, it is recommended to login and review the account two times per day when the ads are initially uploaded to check for a change in status.
Where possible, it is recommended that Creative (Title & Description) and subsequent Landing Pages, be modified to maximize Advertisement Click-Thru and then Site Level Conversion. This process is typically referred to as A/B Testing where one advertisement is considered the control and another advertisement is the test. Different aspects of the advertisement can be tested to maximize click-thru rate for that creative.
Similar to , log files should be reviewed for keyword opportunities not initially discovered under PPC. These new keywords should be evaluated and considered for implementation in a PPC Campaign.