Pay per click bid management

If you want an ad campaign that is prominent in global or local search engines, that is targeted at the audience you want to attract and that is continually monitored, updated and improved then you need WebCertain's multilingual pay per click service, BidFluency. The WebCertain team consists of search experts from around the globe - so every language campaign will be worked on by a native speaker of that language.

Pay per click advertising is one of the most popular forms of online advertising. You bid on keywords relevant to your ad- generally the higher the bid, the higher the position in the listing - and the ad will only appear in the sponsored links when a visitor uses one of the keywords you have bid on. You only pay when a visitor actually clicks on your ad - hence the name.

This approach, therefore, has some major benefits. Your adverts are targeted and only triggered by search terms and keywords, meaning that you reach genuine potential customers every time. The campaign costs are response driven, so if nobody clicks on your ad, you don't pay anything and the nature of the campaign gives you a measurable return on investment. As each language campaign is monitored individually, it is easy to compare their performances. The prominence of the ads is also excellent for brand exposure.

"Our Paid Search campaigns have been successful in UK, Holland, France and Germany thanks to WebCertain's multilingual expertise"

 Asmundur Saevarsson, E-Marketing Manager, Icelandair

Paid Search is not just about clicks, rather driving the most relevant visitors to a site, in order to generate revenue. Therefore all aspects of the visitor journey must be managed. The important things to consider are:

• Search engines - which ones are important? Are you targeting global search engines or specific local ones?
• Adverts - Are they relevant and focused? Will they be attractive to users? Are they appropriate for each local market? Do they comply with the search engine requirements?
• Keywords - How many? Which type of phrases will be targeted?
• Landing Pages - Will they convert the visitor into a buyer? Will they keep the visitors interest and prevent losing them again?
• Path to Conversion - Once on your site, which route does the visitor take on his or her way to conversion?

WebCertain offers a full multilingual paid search service from the campaign creation to implementation to on-going management - in close consultation with the client. This process applies to each language in the campaign.

Research - The first stage of the process is research into search terms, search channels and the competition to ensure the most effective campaign will be created. 

Planning - Ad copy needs to be written, landing pages need to be defined and tracking needs to be in place before a campaign can be launched. Rather than merely translating an advert into other languages, the team amend, and when necessary, re-write the adverts in order to ensure they project the right message in each target language and that they fit within the requirements of each advertising platform.

Implementation - Once all of the preparation is complete, accounts can be opened with each search engine being targeted and the bidding can begin. 

Analysis - The campaign is monitored and managed through analytics software, allowing bidding strategies to be amended, positive and negative keywords to be uploaded and creatives to be reviewed. Keyword costs are monitored, as is their profitability. Continuous improvement is the key to all of our campaigns, in order to maximise your return on investment.

Reporting - Regular reports are compiled for each local campaign and all results, findings and suggested improvements are presented to the client.

© 2008 WebCertain Europe Ltd Search Language Hub, Northminster Business Park, Poppleton, York YO26 6QW  tel: +44 19 04 78 00 30	VAT number: 755 9844 73 WebCertain Europe is a company registered in England and Wales with company number 04140825
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