Paid Search

Richter7 uses bid strategies to manage Google, Yahoo, and MSN paid search initiatives. Richter7 builds a keyword strategy based on the words your visitors will most likely use to search for your offering. Then, using our Paid Search Optimization model, we monitor which words and media source are bringing the best traffic at the lowest cost and customer acquisition rate. We constantly tinker and adjust our word list and bidding strategy to improve efficiency and increase ROI. We provide regular reports that include which ad groups are hitting on our pre-determined key performance indicators. We also provide variable testing of ad copy as part of a consistent effort to beat an existing control ad.

EXAMPLE: Richter7 developed an online media plan that tested various pay-per-performance approaches—cost-per-click, cost-per-lead, and cost-per-acquisition. Our plan involved banner ads and the purchase of keywords on Google, Overture and others. This media strategy brought our client millions of advertising impressions, yet they only paid for those that resulted in an action from prospective customers. After testing various options, we were able to determine that a cost-per-lead strategy was the most efficient solution for this client’s situation.