Paid Search

Just a direct response marketing activity? Well, it is of course a powerful means of acquiring customers, but at iCrossing we know it is so much more. 

Currently, the largest slice of the online cake, PPC is an effective brand building tool, a rapid response reputation management tool, and a great way to test the performance of landing pages. When used synergistically with natural search, display or social media programmes, paid search is an optimal part of the engagement marketing mix. 

All our paid per click marketing centric programmes start with understanding your business objectives and conducting strategic planning so we can deliver value added insights, along with time and cost effective approaches to meeting your objectives. 

Our ppc marketing follows a significant research stage during which we conduct extensive profiling and primary research to understand:

• your customers, their needs, behaviour, vocabulary, demography
• your content, it's efficacy, relevance, potential usability issues
• your competition, their priorities, their activities, their strategies, their strengths and weaknesses
• your markets, the best time and location to place your content and adverts, the threat from fraud

We use a variety of proprietary research tools, coupled with industry-standard techniques to gain this understanding. We use such insights to validate your original objectives and then create a successful marketing programme. 

At the strategy phase we discuss our research findings and proposed strategy with you. We use combinations of qualitative and quantitative data, campaign data, search linguistic data, to develop perceptive, fact-based personas that are the basis of the ppc search marketing programs we create.  

During the implementation stage we use Merchantize, our proprietary management technology, to set up active ppc advertising bid management and creative ad development programmes. We also deploy active fraud detection and competitor monitoring tools along with powerful feed management. 

The goal of all this technology is to help increase customer conversion and brand prominence. 

Hey, let's not forget about the people! All our paid search team are Google and Microsoft qualified and manage all aspects of your PPC advertising campaign, ensuring continual fine-tuning and development. They also ensure you get the insight into your campaign when you need it through developing bespoke customer dashboards and appropriate formal reporting. 

Our people and technology increase return on investment by analysing every aspect of your campaign performance, from keyword selection and regional targeting, through to bid-gap analysis and active market management.