Chalaki

Our SEM Process – Search Engine Marketing (SEM) thru Pay Per Click (PPC)

Keyword Research and Generation

Keyword research is the fundamental task for any SEM campaign. People describe things in different ways. The words you use in your business may be very different from the words your customers use. For example, ‘low fares’ is an airline industry term ‘cheap flights’ is a term potential customers will use. If you use industry terms instead of customer terms your exposure will be limited.

We start with a basic Keyword list for your target product and expand on that by using our historical data for similar products. We also use keyword research tools such as WordTracker, Google Keyword Research Tool and Overture Keyword  Tool to elaborate the list.

Ad Copy Creation, Split Testing and Optimization

Split Testing is the process where we split a given Ad into two almost similar Ads with slight wording changes. Once the Ad is split into two, we give 50/50 exposure to each of the ads and run it till we get enough data to analyze. Once we receive the data, we determine which Ad receives more clicks (CTR metric) and delete the other low performing Ad.

Landing Page Development and Optimization using A/B Split Test

Effective Landing pages are very crucial to any search engine campaign. With B2C (business-to-consumer) landing pages, product photos and prices are a must. End users need to view the product they might be purchasing and its features. Sizes, color options, availability, and shipping rates are components of landing pages that should be measured and tested. Seeing trusted brands in both the ad and the landing page can also lead to higher conversions.

With B2B (business-to-business) landing pages, advertisers often cannot specify a price for a service. For B2B landing pages, Instead of a specified price, use a price range. End users who cannot meet the minimum price requirement are filtered out early in the sales process. We recommend creating an added value, such as a 5% discount, a free gift, or an additional service offer (purchase one service and get another service for half price).

We believe that A/B testing is one of the best ways to measure conversion rates for Landing pages. We compare one variable at a time and document the result.

Keyword Pricing, Bidding and Optimization

We have developed many best practices over the past two years by studying the data from our Search Engine PPC bidding experience. It all starts with Keyword pricing. Our algorithms decide what is the price to bid for a given keyword (and a variation of the keyword such as Exact, Broad or Phrase). Once the initial pricing is done, we constantly analyze the data for industry standard metrics such as Impressions, Clicks, Average Position, CTR, Leads, Clicks per Lead, Revenue per Click, Cost per Click, Profit Per Click, Last Impression Date, Last Click Date and Last Lead Date. In addition to these standard metrics, we have developed our own proprietary metrics. We call them Chalaki KW Scores and we measure them on daily basis.

Example of a Chalaki KW Score:  RBScore = 100 * ( Revenue Per Click – Max Bid)

All this data resides in our internal multidimensional data warehouse. We produce elaborate reports and charts that identify keyword niches as well as looser keywords.

24/7 Keyword Bid Management and Keyword Performance Monitoring

Chalaki provides its clients round the clock bid management services and performance monitoring. Our geographic location (Hyderabad, INDIA) enables us to work on your SEM campaigns when they are the least active.

Metrics Analysis, Optimization to Maximize Returns

The Chalaki KW Scores form the basis for optimizing the bid price for a given variation of the Keyword. Our optimization process involves analyzing the Keyword Scores at the end of the day and fine tune the bids by increasing or decreasing. Optimization is a continuous process. A Keyword optimized today may not be performing at the best level tomorrow as search volumes, bids, competitors change constantly. Also seasonal variations impact search campaigns. For example the Keyword “Buy Red Roses” may provide positive ROI at X$/Click before Valentine’s day but may not be profitable at half the price after Valentines.

Industry Verticals

Chalaki uses this process and best practices to generate leads in  many industry verticals. The following verticals specify how we tune our process to optimize a specific industry.

Mortgage Industry

Chalaki specializes in generating Home Mortgage leads in North America and Europe. Our Mortgage Lead Generation Process will explain you how we have successfully generate thousands of leads for our valuable clients.