PILLAR II. Online Advertising (PPC/CPM)

In addition to the seasonal promotions conducted by Client, it is believed that a targeted online advertising campaign – the right keywords, proper bid management, eye-catching creative and strategic placements – can yield a positive ROI. In addition to driving down acquisition cost, a secondary purpose of this campaign will be raising the overall brand awareness of Client. Most businesses that our clients are in are tough, competitive marketplaces, with new products propping up regularly. In addition to an affiliate program, well-placed, highly targeted banner and text ads would achieve the noted dual purpose – 1) lower acquisition cost and; 2) increase visibility.

Blueliner’s service level for PILLAR II is dependent upon the advertising budget and number of keyword phrases and engines targeted.

Online Advertising services include the following :

1. Online Ad Strategy – Before spending a penny, it must be determined which PPC engines (Overture, Google, Looksmart, MIVA, Ask, Enhance, Kanoodle, etc) and banner ad networks (DART, 24/7, Blogosphere, etc) are most suitable. Target per click and per impression costs will be set, while ideas for creative and promotional campaigns will be conceived and organized.
2. Media Planning & Placement - Coinciding with the strategy noted above, online media and placement is an ongoing effort, which must tie in closely with analytics to determine which networks, creative ads and keywords are yielding the best conversion rates.
3. Bid Management - Blueliner will employ a sophisticated bid management system that facilitates bidding and controls budgets on thousands of keyword phrases for all of the engines noted above.
4. Copywriting - It is a scientific fact that how titles and descriptions are written has an impact on click-through rates, especially for paid search. Using the same titles and descriptions for "cars" and "used cars" would be a classic mistake and lost targeting opportunity. Time-consuming as it is, Blueliner takes on the task of experimenting with variations and writing targeted copy for each keyword phrase.
5. Rich Media Banner Design - Movement and interaction within banner ads is known to attract higher click-through rates. The idea here is to design a series of interactive banner ads relative to different types of products. This gets Client into the consumer psychology and behavioral targeting.
6. Click Fraud Detection - Blueliner employs independent click fraud measures that enable objective assessment and flags suspicious activities across all ad engines. Handling disputes and refunding accounts is part of this service