iProspect's search engine marketing process, for our natural search engine optimization or pay per click advertising services,
includes a combination of best practices, ethics, efficiencies, flexibility and scalability. This process
enables our client service staff to implement your totally unique and customized campaign within a structure
that contains the necessary checks and balances to ensure that every task and tactic required to implement
your campaign strategy is performed when and as it should.
Click below to hear Brian Kaminski, Managing Director, iProspect San Francisco, talk about our process.
Regardless of the service(s) being provided, iProspect begins its search engine marketing process by
working with all of the appropriate stakeholders within your organization to learn about your business, your
business model, and your search marketing goals and objectives. Next we identify the critical metrics
required to measure the campaign's success toward your goals. We determine how the metrics are to be
tracked and then implement a tracking solution (or integrate your existing tracking solution) upon which
we can rely for accurate data. We also discuss any custom
reporting requirements in order for us to synchronize as effectively as possible with your existing
internal reporting functionality.
Keyword Selection Process
Both our pay per click and natural search campaigns'
keyword research and selection process begins by
researching and analyzing the nomenclature used by search engine users to find and learn about the products
and services that you sell and deliver. We identify a number of potential keyword sources, including: your
log files, your content, your competitors, your suggested keyword list, third-party data sources, etc. These
inputs are entered into our proprietary search term suggestion tool that subsequently generates a greatly
expanded list of keywords and their respective search metrics. With the output list, we are able to work with
you to identify and prioritize the keywords that are most closely related to your marketing goals and those
that offer the best opportunity for delivering qualified search referrals from both natural and paid search
campaigns.
Search Engine Optimization Process
The search engine optimization process
continues by identifying your organization's internal capabilities for, and limitations in, implementing
our eventual recommendations. With this information in hand, we analyze your website based on a prioritized
checklist of best practices that would ideally be recommended.
After this analysis, we collaborate with you to define the most effective course of action in terms of the
on- and off-page best practices that we recommend, given your ability to implement them. The recommendations
are customized to incorporate your specific environment and technical considerations and are prioritized
according to those that will generate optimal results and a mutually agreed-upon project plan for us to pursue
together.
We then work with your staff to ensure that changes are implemented correctly, providing QA services where
appropriate. Once changes to your site are implemented, we carefully
monitor the results of these efforts, and then begin the
process over again based on opportunities uncovered during results analysis. This process is repeated as
many times as necessary throughout your engagement with iProspect.
Pay Per Click Advertising Process
The pay per click advertising process begins
with the development of the ultimate landing page. We identify existing pages on your site that can be used
as landing pages and then map keywords, negative keywords and create ad copy that are all highly relevant to
each page. This approach reduces errors that result from generating a keyword set first and then mapping the
keywords to existing pages.
Once we take advantage of existing Web pages, we focus on the creation of new, dedicated landing pages to
map to the important keywords for which no existing page will suffice. After this, we QA the work, get your
approval on all the elements of the campaign, and launch the campaign using
iSEBA® (iProspect Search Engine Bidding Agent) within the targeted search engines.
As iSEBA begins testing your keyword set (at various bid amounts at various times of the day and days of
the week in various positions), it collects data for the purpose of optimizing your campaign. Testing periods
can be greatly reduced by importing historical data into our systems. When sufficient conversion data is
obtained, we begin to globally optimize the bids to obtain the most conversions possible for the least
possible cost.
After this launch phase, we monitor the results of your campaign and work to improve the campaign's efficiency
and volume by producing more keywords, testing ad copy, performing multi-variant testing, etc. This process is
also repeated as many times as necessary throughout your engagement with iProspect.
