We Decrease Your Conversion Costs and Increase Your Sales Volume
at The Same Time
We Will Cut Your Advertising Costs Dramatically In 30 Days Or Less
If you want the best results from your PPC campaign, hire a firm that cares about your bottom line results. In the past 12 months, 53% of our company's growth was from the organic growth of our clients. In other words we grew our business by helping our clients grow their businesses.
We can streamline your accounts with Google, Yahoo and MSN, so you can enjoy savings now and for years to come. We discover new techniques for optimizing pay per click campaigns on a daily basis. During morning meetings our Pay Per Click Managers compare results, share ideas and discuss the latest algorithm changes.
Beware of claims by other pay per click management companies that they have patented software and other black box methods for optimizing your campaigns. Google, Yahoo and MSN update internal algorithms often and they do no publish the changes. Nor are these changes discoverable by any piece of software (read the short piece in the right margin of this page.) We find out about subtle changes by constantly running analytic reports and checking them with our own eyes.
We also mine your company's internal expertise to come up with effective keywords and bidding strategies to maximize your profit margins. There is no piece of software nor any expert system that incorporates all these factors. Creativity, teamwork and constant testing of new ideas builds powerful campaigns.
We increase your click-through rate, decrease your conversion costs, raise your position on the page and increase your sales volume - all at the same time. We monitor your keywords for click fraud, install Google Analytics with conversion and multiple goal tracking, and we even monitor your server for uptime. We check your page load times and evaluate your shopping cart and lead forms for efficiency. We have 81 ways to lower costs, increase conversions and test for errors. Nobody else covers all these critical points for you when they manage your paid search campaign.
We work with your webmaster to increase your conversion rates by using our proprietary methods gleaned from extensive real time testing in dozens of different markets. We know when to use short copy, long copy, what font sizes to use, what background colors convert best and dozens of other conversion boosters that can increase your conversion rates instantly.
We manage your account at a monthly rate of 3% to 25% of your total PPC (Pay-Per-Click) spend, depending on your budget and the complexity of your campaign.
Building a Better Campaign One Step at a Time
We recently had a customer who was spending over $80,000 dollars per month on Google, MSNLive and Yahoo Search. Within 40 days we managed to cut the client's ad spend by 47% while increasing sales by 14%.
How did we do this?
Step one, we shifted content matching to serve targeted sites only.
Step two, we identified broad match keywords with very low conversion rates and placed a keyword tracking tool to drill down into the exact referring keywords.
Step three, we rewrote ads and split tested them to maximize click-through rates.
Step four, we built out a new keyword campaign based on competitor names.
Step five, we checked page weight and had the client's reduce his image file sizes for faster loading pages.
Step six, we added a script to his page to highlight referring keywords
Step seven, we made specific recommendations to improve the usability of his shopping cart and lower his cart abandonment rate.
Step eight, we recommended specific improvements to internal search routines to increase the usability of his internal search.
Step nine, we set up a retargeting campaign that brought 3239 return visitors in one month for one tenth the cost of the clients average click cost.
Step ten, we offered suggestions to improve the usability of the site by making menus easier to read.
Step eleven, we grouped his keywords into tight groups and created more relevant landing pages to improve his quality score.
Step twelve, we advised him about how to feature special offers on his site without breaking up his page designs.
We helped another customer in the moving business. The moving business is extremely competitive and suffers from rampant click fraud. We devised ways to identify click fraud and avoid it in real time. We helped the client change their landing pages to feature the lead form prominently. We advised the company to offer a tiered pricing strategy to increase the leads from people who were prone to long haul moves, which have higher profit margins. The page redesign and tiered pricing strategy increased conversion rates by 62%.
We recently took on a Mortgage Broker who wanted us to get his cost per lead back down to under 15 dollars per lead despite the fact that leads were drying up nationwide because of the slowdown in real estate. Within two weeks we had his lead costs back down to 15 dollars from near 20 dollars before we began work. By the end of the first month, we had his lead cost down to 5 dollars per lead with a niche content pay per click program we found for him. We were able to generate so many leads from this source that the client paused his Adwords campaign.
We helped a fax server software company by creating a landing page with video demonstrations and a lead-form doorway page. The videos and the lead-form doorway increased lead volume by 100% overnight and lowered conversion costs instantly. We also added their competitors' names to the keyword list. We adjusted bids to avoid high cost keywords and picked up leads from the "long tail" of keywords that were less expensive. We also requested approval for the special use of the word "best" from Google. Google will only allow the use of superlatives when verified by peer-reviewed third party testing.
We helped a B2B gasket manufacturer by cutting conversion costs by 24% instantly. We reviewed their keywords and discovered the bulk of their budget was going to clicks for very low margin products. We took down ads for the low margin items, shifted spending to higher margin products, and increased their profits dramatically within 30 days.
For many of our clients we achieve superior results just by identifying simple and straightforward ways to optimize their campaigns.
Many times we have helped clients simply by telling them that their site was going down due to server issues. We have increased conversion rates overnight on many campaigns just by putting phone numbers and lead forms in prominent positions on landing pages.
We are also very honest with our clients when we think their chances of success with pay per click is limited. Some markets are very over saturated and other markets have very limited keyword traffic. We help clients devise other ways to reach potential customers. In many cases this means driving traffic with keywords that are precursor searches to a buying decision. Often times these keywords are only a fraction of the cost of highly competitive keywords. We usually combine this strategy with website content that gives plenty of information and advice. The longer a visitor stays on the site the more likely they are to fill out a lead form or make a purchase.
Keeping up with the Algorithms "Turning Lemons into Lemonade"
We are also very vigilant for changes in the Google Adwords algorithm. Google's algorithm is constantly changing in ways that seem unfair for our customers. For example, one day with no notice, Google began showing cities in keyword searches with state's names in them. While the keyword "Pennsylvania Lawyer" was previously showing only keyword strings with the words Pennsylvania and Lawyer in them, it suddenly began showing ads for keyword searches such as "Harrisburg Lawyer", "Scranton Lawyer", and "Pittsburgh Lawyer", even though these cities were nowhere in the campaign. This was causing the "click through rate" to drop along with conversion rates until we discovered the change. To counteract this unannounced change we added negative keywords, used phrase matching and geo-targeting to get everything back in line. The net result was that we ended up beating our competitors in these keywords because 90% of them had no idea that the algorithm had changed.
More recently Google began showing ads in two word searches for a keyword with three words. So a keyword broad match to the phrase "Bird Cage Cover" was showing the ad in a search for "Bird Cage". This of course makes very little sense and could cost our customers of thousands of dollars per month needlessly. When we called Google about this issue, they said this was an "expanded match" feature of their broad matching algorithm. No other search engine PPC program will ever show an ad for a two word search when the keyword has three words in it. Reciprocal Consulting was able to identify the sudden change in the algorithm quickly by identifying high conversion costs in specific keywords. We then checked the exact keywords that were triggering the ads. Once we identified the problem, we were able to filter out the bad keywords with negative keywords.
While some PPC managers avoid the use of broad matching, we will use it in conjunction with carefully selected negative keywords. We also use broad matching in test trials as a way to generate new keyword and negative keyword ideas. This is how we turn "lemons into lemonade." While your competitors are wondering what made keyword prices and traffic jump suddenly, we are running tests that utilize the expanded broad match for discovering ways to find new long-tail keywords. Those new keywords will be used to bring in targeted traffic with low conversion costs.
We also know all the tricks that have been around for years. The best trick is the practice of using a higher daily budget to avoid having the algorithm ration ads or blow out your budget early in the day. In some cases we can lower click costs, increase traffic and increase the position on the page by lowering keyword bids and raising the budget. This only works if we have the highest click-through rate on the page (which we almost always have because we split test many variations of the ad.)
In fact we know so many tricks on so many PPC engines, we often have to explain them to the customer service reps who don't understand the features about their own products. For example some PPC engines will let you use text instead of URLs for the display URL -- some will even allow text like "click here for more info." We tried to explain this to a service rep at MSN and he denied it could be done, despite the fact we had been doing it for months on their platform.
If you are using Google, Yahoo or MSN account managers to help you run your campaign you may not receive the service you expect for a large account. We have seen some large search engine account managers set up clients with large campaigns with no conversion tracking enabled. This tracking code takes only a few minutes to install. Without this simple code, it is impossible to measure the effectiveness of a campaign and its components.
We have the inside track on which of the smaller PPC engines are pure fraud (most of them), and which of the largest PPC engines are prone to fraud in certain keyword areas.
What you will get from us that you will get from no other Pay-Per-Click managers is top performance, day in and day out, so that you are always one step ahead of your competitors.
We are also very adept at Search Engine Optimization for natural search. This means that we do not waste your money on PPC where search optimization works better. If we think your money is better spent optimizing your site for natural search, we will tell you that as soon as it becomes apparent. We shifted a law firm from 90% pay per click to 90% natural search traffic over a period of one year as keyword prices and click fraud went haywire. We ended up reducing his cost per lead from over 600 dollars to under 200 dollars in that time span.
We work very quickly. Time is money, and we get to the heart of your issues quickly. Often we can cut a tremendous amount of waste out of a campaign on the first day.
We don't know your business as well as you do, so we listen carefully to your suggestions and insights. We let you see everything that we do and we keep no secrets from our clients. We let you review all the ads, all the keywords, and all the data so that you can provide us with information that will allow us to cut your costs to a minimum.
Copywriting - A Critical Element In Any Campaign
Most other pay-per-click managers will never even broach the subject of your website copy unless it's affecting your landing page quality scores.
At Reciprocal Consulting we know that there is no better investment for your site than well written ad copy that compels your visitors to take action when they reach your site. We don't write ad copy ourselves, but we can refer you to excellent copywriters who work for a fraction of what you will pay elsewhere.
We will work with your copywriters and with your marketing team to come up with compelling ad copy that conveys the unique benefits your products or services.
We also know when you are better off with long ad copy or short ad copy. This page you are on has over 2600 words on it. For gathering B2B leads long copy works better. For gathering leads for a moving company, short copy is better.
Quality ad copy can increase your conversion rates 10% to 30% overnight.
Pay Per Click advertising is highly competitive. Our staff works with yours to create campaigns that drive profit growth. We love our work and we build long lasting relationships with our clients.
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Pay Per Click Tips From The Experts:
The Quality Score Algorithm & Recent Changes
Adwords, Yahoo Search and MSN Live all try to "improve the quality" of their paid listings by ranking ads, keywords and sites with a quality score algorithm. Adwords is the leader of this trend, and every month the algorithm has a new twist.
Reciprocal Consulting works closely with Google's agency staff to learn about new changes as soon as they occur. Furthermore, we work with other agencies and pay per click experts to test multiple strategies for improving quality scores. The latest change occurred in late August of 2007 and involved a change in the weight Adwords places on your maximum bid price.
Our knowledge of quality score algorithms means you get an accurate assessment of what will be needed to bring your campaign up to a high performance level. For campaigns for e-commerce sites, this can mean just changing some options in shopping cart settings or training staff to enter specific keywords into product titles and descriptions.
For lead generation sites, it may require changing or making additions to landing page ad copy, adding new landing pages, or adding more resources and information to your site.
For each individual campaign there are always limits as to how far you will want to go with quality score optimization. Unless you want to build a campaign that has a custom written landing page for each keyword, you will always have to make choices about what is enough optimization. We help you make that decision based on your budget and based on pockets of performance in your campaign. If you have a group of keywords that are stone cold conversion winners,we will keep those in tight adgroups with targeted ads and make sure landing pages support those keywords.
There are software tools designed to automate the process of quality score optimization, and these tools are widely available. Google offers some of the best tools for free, so there is no "secret sauce" or special formula that exists. Beware of Pay Per Click management companies that pretend like such a solution exists.
Optimizing a campaign for a higher quality score may seem to be an unfair hoop you have to jump through to get your click costs down. Actually almost all of the work involved will only improve your CTR and your conversion rates. So the algorithm is not just some arbitrary toll booth on the way to your profit goals, it is a filter that rewards people who work hard on their campaigns.
Frustrated With Geo-targeting?
Adwords, Yahoo Search and MSN Live all offer geotargeting options. Each platform is different and all of them can be very frustrating to work with if you are trying to target a suburban market in a major metropolitan area. Customer service representatives from Adwords and other search engines will tell you that "geotargeting is not a guaranteed service, it is our best effort to identify visitors from a target area."
Reciprocal Consulting knows geotargeting better than any other PPC firm. We know how to target any area so you get the clicks you want and exclude the clicks you don't want. We know how to use multiple strategies and overlay several campaigns so you pick up most of the traffic you want and exclude 99% of traffic you don't want.
Our knowledge of geotargeting helps our clients lower lead costs and increase lead flow. We know how to target a North Jersey suburb so that it excludes most traffic from New York City. We know how to target a market in a specific state or region.
There is no software program that figures out how to geotarget a target market. Setting up a good campaign takes a deep knowledge of how search engines identify the location of your site's visitors. We track IP addresses and we map out the major ISP servers in your area to make sure they are included in your target region. We research location keywords to include and negative location keywords to exclude from your campaign.
We also know how to track and analyze campaigns that are running in multiple countries so that you can figure out exactly how much you are paying per conversion in each country. This enables you to make informed decisions about campaigns you are running all over the world.
New Google Content Network Feature: Keywords and Placements in Campaigns
Now it is easier than ever to target ads on the Google Content Network. Before, ads were either keyword or placement targeted. Now, the two can combine to better target the Content Network.
What does this mean for you? You can now trigger large news sites for example, and have your ads show up only on pages related to your industry.
What does this mean for you? More accurate targeting, more room for high bids and lower cost all around.
Read Case Studies And Unsolicited Feedback From Our Clients.