Introduction
Macratech are a professional Pay Per Click Management and Search Engine Optimisation Agency. We have clients in the USA, U.K and Southern Spain. Our website www.macratech.com which lists our pricing and cost models,services, management structure and PPC and SEO guidance.
Return on Investment
Macratech understand the importance of the investment clients make in advertising and marketing, and believe there should be accountability, measurability, and performance monitoring of all and any marketing activity.
Macratech therefore utilise a series of techniques and advanced software applications which can help measure a campaigns success. We will of course discuss Key Performance Indicators before commencement of any media campaign.
An additional value added feature of Macratech Pay Per Click Management Services is anti click fraud monitoring. Macratech will regularly analyse the click through rate (CTR) for your campaign and any suspicious growth in clicks will be thoroughly investigated and if necessary reported to the Pay Per Click Service Provider (Overture, Google, Espotting etc.).
Search Marketing
81% of USA Internet users use search engines to find websites and 70% of all e-commerce transactions originate from a search. Furthermore, the top 30 results get 90% of traffic. Thus an effective search strategy is essential to the success of any site. When performed effectively, search engine and directory marketing is one of the most cost effective ways to attract targeted visitors to a website. Search activity accounts for the highest proportion of Internet usage in the USA and search marketing is the fastest growing sector of online advertising.
Search traffic can be targeted in a number of ways:
Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) differs from Pay Per Click in that traditional (organic) free listings are tweaked to provide a higher placement in search engine rankings. A separate Search Engine Optimisation (SEO) Report can be provided by Macratech.
Directories
Directories are searchable databases rather than search engines and usually sort sites into categories, either manually or automatically, and inclusion can be free or paid for. Yahoo! is probably the best known directory. Directory submissions would normally form part of the SEO project.
Direct feed
This enables optimisation of your content and includes direct submission of your pages straight into specific search engines. This guarantees inclusion in the search database but does not guarantee position. The payment model is performance based – you only pay for actual clicks on a cost per click Without Prejudice – this document is for guidance only and Macratech maintain the right to alter adjust or cancel any clause at any time for any reason.
Pay Per Click Here, you the advertiser, bid for keywords on a cost per click basis and higher bids (compared to your competitors) result in a higher listing.
How does Pay Per Click work?
Pay Per Click listings are featured in a prominent first page position on the search engines but can appear at the top, bottom or side of a search engines webpage. The positioning can vary depending on the search engine and your bid position
Google Adwords are ranked slightly differently from Overture results in that advertising websites are graded a number which is based on their maximum bid price x Click Through Rate (CTR). Therefore, we can increase your position in the rankings by increasing your maximum bid price and/or by ensuring your displayed advert attracts a sufficient number of click throughs.
The actual process of getting one's website listed involves Macratech generating an initial list of keywords. Keywords are identifiable words, and more often than not phrases that accurately describe your business.
This initial list of keywords can range from as little as 50 to several thousand. Macratech use specialist tools available to us in order to identify words and phrases which are commonly entered into search engines.
Macratech respectfully ask our clients to sign off each stage of the campaign process and after agreeing keywords (attached) we will then create titles, destination URL's and descriptions for each of your keywords.
To enable Macratech to report successful 'click throughs' we will often create and use 'tracking URL's'. Without Prejudice – this document is for guidance only and Macratech maintain the right to alter adjust or cancel any clause at any time for any reason.
A tracking URL is your normal destination website address or landing page with a small additional piece of code which allows your own website administrators to look at log files detailing where recent hits to your website have come from. Your destination address may not necessarily be your homepage.
Macratech will also send our clients some FREE tracking code, which will not only allow us to monitor and report on CTR but also on 'conversions' (the number of sales actually derived from a specific keyword so you will know what words are performing best for you). At the end of each calendar month Macratech will prepare a detailed analysis of CTR, impressions, cost, conversions and Return on Investment (ROI).
The number of 'click throughs' can vary hugely depending on the search term, the time of year and search engine used but generally speaking Macratech would seek to achieve a Click Through Ratio (CTR) of between 2-5% for a whole campaign. As our client, you will only pay for the cost of displaying your advert if the user clicks on the link to your website.
Pay Per Click advertising is becoming a hugely important way for businesses to advertise their goods and services quickly, affordably and successfully. Pay Per Click campaigns also allow advertisers to create seasonal or time specific campaigns (i.e. during school holidays or over a bank holiday weekend) whereas traditional organic listings are normally fairly static, open to exploitation and can take months or even years to achieve a good rank on.
Your Pay Per Click Campaign
Macratech will work closely with our client in order to identify their target audience in terms of location, age and other relevant demographic information. Once Macratech and the client are in agreement in terms of monthly budget, keywords, and duration of a campaign we will launch your campaign across the Overture, Google, Espotting or Mirago networks (or a mix of) which includes Yahoo!, MSN, Wanadaoo, Tiscali and many others besides.
Macratech offer a fully managed Pay Per Click service with a normal fee based on 12% of actual budget spent (subject to a minimum monthly fee of $ 200). As part of this service we research and generate a broad range of search term groups which can be tracked to optimise your return on investment. Our tracking technology is state of the art and will enable you to track exactly which search engines and terms are performing best for you and allow you to target your spend accordingly. Once your campaign is up and running you will see results within days. Based on the return on investment you are achieving we can adjust bid levels and budgets up and down as required. Macratech believe that our agency fee is one of the cheapest available.
Why use Macratech?
Macratech aren't just business people – we actually enjoy our work too and derive great pleasure seeing our client's campaigns do so well. If a client campaign works well then we like to think it could be a fair reflection of the level of care and effort which we always go to for every client and every campaign.
Macratech are a small company but our employees have worked for huge financial institutions and have managed Pay Per Click budgets ranging from $ 500 a month to $ 50,000 a month.
Macratech are totally approachable, and we like to think friendly too! If you have a question, fear or concern then please just pick up the phone and call us (contact details on our website; www.Macratech.com)
Finally, Macratech truly and honestly believe we are amongst the best Pay Per Click Management team in the USA. Our clients campaigns often exceed expectations and projections and several of our clients now rely solely on Pay Per Click managed through Macratech as their sole marketing channel. Macratech employees have been using and manipulating pay per click campaigns since the Pay Per Click business model was invented in 2001. Since then, Macratech have helped and advised a large number of clients and excellent past client references are always available.
Timescales
Macratech estimate the following timescales following sign off of administrative procedures:
Compiling and Signing off Keywords, Titles & Descriptions 1-2 days
Search Engine Submission procedure 3-4 days
Adjusting initial bids 1 day
Quotes and Sign Off
Macratech would in the first instance ask for consideration to be made to our pro-forma invoice, which will be sent after you agree to allow Macratech to manage your PPC campaign. We would also request that the list of suggested keywords and phrases be faxed back to us as soon as possible please in order for us to commence your campaign.
Next Steps
We would like to discuss this proposal with you to answer any questions you may have. Macratech look forward to receiving your agreement to proceed with the keywords in due course.
We would also very much like our clients and Macratech to enter into a long-term partnership. We gratefully appreciate that our clients have given Macratech the opportunity to demonstrate our Pay Per Click Management skills and knowledge in this document and Macratech can assure our clients, new and old alike of our utmost level of professionalism, devotion and loyalty at all times. |
