SEO Scrapers provide splendid solutions for PPC management. PPC or Pay per Click is an SEM activity for sure shot SERPs presence. This is the inorganic or Paid search marketing wherein the website pays for every user initiated click from the search engine results. In return, the Search engines debit a fixed agreed amount per click from the website’s account. SEO Scrapers manages PPC for all search engines like Google (Adwords), Yahoo (Overture), MSN (Adcenter) and other regional search engines too, if required.

SEO Scrapers manages your PPC campaigns in accordance to the ongoing market behaviour. Our organised process has the capability of effectively utilising the resources and increasing web-presence, eventually churning a better ROI on account of our first-class Search engine marketing strategies. We follow a 6 step SEM process:

	Setting Objectives
	Selecting Keywords
	Developing Ads
	Creating Destinations
	Track Results
	Re- Optimising

Setting Objectives:
As per our well planned Search Engine Marketing Strategy, its important that the objectives are set as the first step. These objectives which are both business and marketing related are driven for managing the advertising campaigns. Various dimensions are considered to set these campaign goals – Investment on keyword advertising, kind of results needed (i.e. generating leads,  increasing traffic, conversion to sales, lowering cost per acquisition etc), ROI being considered. A straightforward and very clear vision on the business vertical needed for PPC campaign, the target audience, all about the product.

Answers to these questions in measurable quantities shall clear the pathway we need to tread and hence would half ease our PPC management efforts as also our SEM goals.

Selecting Keywords:
We follow a 4 step process to establish the best possible keywords and strategy. This is:

	Spreading out all possible keywords pertaining to relevant words. This involves identifying the website’s business or vertical and trying all possible combinations of words and phrases that describes the e-business. An exhaustive keyword database is developed ultimately, that shall later be tailored.
	Marking a keyword list by using keyword matching options from the list prepared. The exhaustive list of keywords is used in reference with a search engine’s keyword matching options that shall enable a pinpoint delivery of ads which means that an ad is delivered only when what we sell is searched for. This is done through Broad Match, Phrase Match, Exact Match and Negative Match.
	Refining the list. This is an important step after the creating, expanding and targeting. This is scraping of the irrelevant keywords out of the list, adding synonyms & colloquialisms and also sometimes adding misspellings.
	Grouping the keywords in thematic ad clusters. This is creating order out of the potential keyword chaos. These keywords are now further refined and grouped into thematic categories which are called Ad Groups. It helps managing the campaigns easily. The Ad campaigns can be targeted to a specific geographical region too. Creatives are developed to specific campaigns and keywords are mapped to them.

Developing Ads:
SEO Scrapers generally recommends running 2 to 4 creative per Ad group. We examine the click through data for each creative and constantly test new variations to see which ones really work.
For best creative we follow a 4 key tool:

1. Benefits: Creative are developed keeping in mind the benefits that your e-product could offer – the unique features relevant to customers. This is to make a customer clear of the benefits of the product.
2. Keyword insertions: Dynamic keyword insertion (featured in boldface) is done which are relevant to a particular search. This is important where long keywords are truncated and use of superlatives is avoided. For misspellings, a generic headline is used.
3. Call to Action:  An ad creative is a way to entice the customer to take an immediate action. This is important as it is one way to let customers know “what’s in” for him which is exactly what you want your customers to do. So terms like (Free downloads etc play a vital role here)
4. Test Creative: Creatives are tested on various accounts e.g. a benefit that can be described in two possible ways is used one at a time to test the creative’s performance, or similarly, two or more ways to call action, or experimenting with headlines.

Creating Destinations:
SEO Scrapers understand the very need of the customer by putting ourselves into their shoes. So while a creative is successfully developed, it is further important to create a better destination where the customer lands and is not caught by surprise because he couldn’t see anything that was promised in the ad. SEO Scrapers follow a very direct approach for this and pursue 6 step processes for the same.

As a first step, the original objective is kept in mind as to what is important for the e-business from the customer’s actions. Secondly, specific keywords, calls to action and offers promised in the creative are referred to in the landing page. The landing page navigation is kept simplest. Care is taken to offer customers in minimum possible clicks. Sales transaction is made easier and any barriers are wiped out. And lastly, ensuring that there are no pop-ups or pop-unders.

SEO Scrapers believes that the landing page is an important step where customer should be ready for action. If the landing page is organised as per the ads your website shall show an improved conversion rate. SEO Scrapers aims at successfully achieving this.

Track Results:
SEO Scrapers act as a watch dog for tracking the results achieved after following all the above steps and successfully running the ad campaigns. These are done through various tracking tools and clear cut measurements of conversion rates, clickthrough rate, cost per acquisition, yield values, new customers acquired etc are constantly monitored and recorded. This enables to refine and enhance the results. A tracking metrics is developed and required measurements are clearly identified like what keywords are to be monitored for performance, what areas need to be measured viz clicks, sales, clickthroughs, CPAs, traffic, top performing ads, top performing keywords etc.

Re-optimising:
SEO is not a one-time exercise and needs a constant re-evaluation, revision and reviews of the data metrics. Based upon the efficiency level of this data metrics and identifying the performing / non performing / less performing / potential performers of the metrics, it is needed that each metric is re-optimised i.e. changes and experimentation should be a regular phenomenon. SEO Scrapers helps you in achieving the desired results through this process by studying what works and what not, evaluating each step from Keyword creation to landing pages, determine inefficacies, and innovating based upon the ever-changing search algorithms.