Sawtooth Media is an agency of many talents and capabilities. Our expertise will take you to the top of the mountain and let you ride that ridge line that seemed impossible to arrive at. Our customer service and our dedication set us apart from the rest, but the following content describes the foundation of services that we offer to our clients.

 

Campaign Setup

At first glance, a pay-per-click campaign seems like it only consists of two things - keywords and creatives. Simple, right?

However, a pay-per-click campaign can be very intriquite. Among keywords and creatives, a pay-per-click campaign consists of many intangible qualities:

  • Budgeting strategies
  • Bid optimizations
  • Creative messaging
  • Dynamic client goals

The list can go on and on, and all of these factors must be kept in mind while controlling campaigns on Google, Yahoo, and MSN. When setting up a campaign, Sawtooth Media is mindful of the client's goals, while applying in-house knowledge and experience to make the campaign a success.

Google, Yahoo, and MSN maintain something called an 'account history'. To put it as simply as possible, setting up and launching your first account is like a first impression; a search engine can distinguish the difference between a clean, well-organized campaign and a slapdash campaign.

Once a thorough and comprehensive keyword list is put together, launched, and able to get some account history, the campaign will reap the benefits of a better quality score, lower bids, higher click through rates - all of which are essential parts of any pay-per-click campaign, big or small.

Campaign Management

Once the campaign is setup and loaded into the engines, it is our job to manage it. Setting up a campaign is like putting together a car; you can be the best auto mechanic around, but if you can't drive or don't have a license, what now?

Sawtooth Media is run by Qualified Google Certified AdWords Professionals and Yahoo! Search Marketing Ambassadors. Anyone can get behind the wheel of a race car and turn the key, but what then? We have the expertise to avoid road hazards, knowledge to pilot over an off-road trail, and customer service to match all that to ensure smooth sailing.

Ad Creative Optimization

One of our areas of expertise is creating, implementing, and optimizing ad copies. Testing ads in a strategic fashion against click-through rates, average positions, and against your other ads is key to creating a successful campaign. Anyone can follow the engine's specifications to writing an ad that would be suitable to upload and run. Not everyone can keep within the guidelines while satisfying your goals. While writing ad creatives, you must be aware of many things:

  • What titles, descriptions, and URLs catch a user's eye?
  • What does an ad have to say to achieve a high click-through rate?
  • What words should be used in the ad to attract the most clicks?
  • Is keyword insertion necessary in this copy?
  • If I use keyword insertion, will my keyword list match my ad creatives?
  • Are there any opportunities for dynamic keyword insertion, and if so, will it help?

Across Google, Yahoo, and MSN, you are allowed 25 characters for a title and 70 characters in the subject of your ad, including spaces, punctuation marks, and characters. It's difficult writing an ad in the space the search engines allow, but it can be done by anyone. It is another thing to write ads within the bounds of the character limits that is truly effective.

And to write an ad that meets the character limits that is effective and takes into account keywords in the ad group, dynamic keyword insertion, and quality score? That is where Sawtooth Media comes in.

Keyword Analysis

There are many keyword tools that are out there today. Check for yourself - search for 'keyword tools' in Google. These are tools that help you branch out. If you are selling 'whiffle ball bats' and you want to bid on keywords that someone who is interested in buying whiffle ball bats, your list many be simple, and a keyword list simply using Google's in-house tool can be generated for you:

  • whiffle ball bat
  • wiffle ball bat
  • wiffle ball bats
  • whiffle ball and bat
  • whiffle ball bats
  • whiffleball bat

Straightforward and simple - if your keyword list is that easy, then great. You would make things easy on us. However, most of the time it isn't that simple. If you are a gourmet chocolate store and you want to find keywords revolving around the keyword 'chocolate', you are still welcome to use tools out there that will generate lists for you. Using the Google keyword tool, the keyword 'chocolate' returned these keywords:

  • chocolate
  • dark chocolate
  • white chocolate
  • chocolate fountain
  • chocolate fondue
  • hot chocolate
  • chocolate phone
  • chocolate factory
  • chocolate chip cookies

You get the idea - these keyword tools aren't foolproof. You wouldn't want to even think about using 90% of these keywords to drive traffic to your site and conversions on your products. Google keyword tool is free and while it is Google, you get what you pay for. There are a myriad of factors that must be considered when creating a keyword list.

  • What does your creative look like?
  • Is your landing page optimized for a larger keyword list?
  • What is the content of your landing page?
  • What is the objective of your campaign? Drive traffic? Drive sales?
  • How can we employ different match types to see the most positive return?

Match types? What are match types? To give a simple explanation of match types, there are generally four different kind of match types, or different means of bidding on a keyword. Here are the four different match types and their definitions as described by Google:

  • Broad Match - When you include keyword phrases – such as tennis shoes – in your keyword list, your ads will appear when users search for tennis and shoes, in any order – and possibly along with other terms.

  • Phrase match - When your ad appears when users search on the exact phrase and also when their search contains additional terms, as long as the keyword phrase is in exactly the same order. A phrase match for "tennis shoes" would include "red tennis shoes" but not "shoes for tennis."

  • Exact match - When the search query must exactly match your keyword. This means "tennis shoes" will only match a user request for "tennis shoes" and not for "red tennis shoes," even though the second query contains your keyword.

  • Negative match - Keywords allow you to eliminate searches that you know are not related to your message. If you add the negative keyword "–table" to your keyword "tennis shoes," your ad will not appear when a user searches on "table tennis shoes."

To add more to the mix, these variations of keyword targeting must be taken into affect when choosing how to run your campaign. Anyone can run the keywords on broad match and get traffic to their site. Would it be most efficient and get the most bang for their buck? Probably not. This is where we come into play.

Bid Optimization

Essentially bid optimizations is the down and dirty part of campaign management. This is the very nitty gritty detailed part, where one must take the time to pay attention to details like a hawk or else you can lose out on some serious traffic and conversions. Which keywords, while they may be more expensive than others, produce the most quality traffic, and the best ROI? Some say bid optimizations is an exact science. This is true to a large extent, but in our eyes it can also be an art, where creativity and not cutting off corners can pay off.

Big time.

We can write an entire book on bid optimizations. There is no right and wrong way to bid optimizations; everyone has their own approach. If you have a question on yours and would like to get a more in depth description on our apprach, please feel free to contact us.

Performance Consulting

Sawtooth Media also provides pay-per-click performance consulting. If you:

  • Are currently running a PPC campaign in house
  • Are an affiliate marketer and running PPC campaigns
  • Are thinking about whether or not PPC is right for you
  • Are unsure on any aspect of PPC marketing

Please feel free to contact us to see if we can help!

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