In an increasingly competitive area, neglecting a campaign overnight or over a weekend can result in significant losses in highly competitive markets. The ability to target your market using search round the clock is now essential. 24-7 PPC management is an advanced search marketing technique that enhances the success of a PPC campaign by managing, optimising and monitoring a PPC campaign constantly, 24 hours a day, seven days a week. The approach can deliver the Holy Grail of search advertising: ROI for advertisers.

Weboptimiser have been pioneering the technique for several years, combining both manual and automated systems to maximize search campaigns not only around competitor activity but also taking into account external factors such as the weather.

Let’s imagine you are selling barbeque food and there is a sudden heat wave one weekend in October. Using the traditional approach of PPC search term management, your search team, be that in-house or an agency, are likely to soaking up the last rays of summer rather than ensuring that your keywords are maximizing your online sales of burgers, sausages and kebabs.

Using 24-7 advanced search engine marketing techniques however, your team will be alert and on the case – ensuring that your company is enjoying a peak in leads generated and the resulting sales. And the beauty of it is that it’s no more expensive than traditional PPC campaigns because your agency are adapting your terms to maximize your budget – changing them when they become more expensive and buying them ‘out of hours’ like in this example when they are cheaper.

How it works
By combining automated bid software and human expertise, keyword search trends are analysed minute by minute and based on this data PPC search terms are adapted in real time to capitalise on fluctuations in demand and other external factors. Switching from standard to real-time tracking software, a campaign can be tracked from click to conversion as they happen. Campaigns can be adapted to maximise the results as they come in based on key data such as conversion rates, ineffective landing pages and drop off points amongst others. This tool is essential to ensure that the traffic that is delivered to your site has a successful user experience and optimal conversion rates. Compared to standard work day 9 am - 5.30 pm campaigns, 24-7 PPC management provides a minimum 12 hour real time competitive advantage, and 60 hours at weekends.

24-7 campaign management is one tool of what we call third generation search engine marketing or 3GSEM. Put simply it means the next generation of search advertising - where search is put right at the heart of your digital marketing strategy. Over the next few issues of this newsletter we’ll be sharing some of 3GSEM techniques – looking at ways to maximize return on investment from improved demographic targeting to analysis to benchmarking, across the web and on other media platforms such as mobile phones and wireless devices.
The techniques employed in 3GSEM can be used at every stage of your sales and marketing process - from planning and targeting to testing, reporting and delivering sales. With it, you can generate new leads, manage your brand and organise your PR messaging, as well develop more effective creative executions. For more information please see www.weboptimiser.com

About David White, CEO Weboptimiser Group
David White is an Internet search pioneer. A recognised expert on search optimisation, David regularly speaks at industry events and has chaired the IAB UK’s search engine task force. One of the digital marketing’s best-known and respected companies, Weboptimiser specialises in search engine optimisation and pay per click services.