Proof of Concept

Once a client has established the Cost per Acquisition (CPA) they would like to attribute to the search campaign, we then run the campaign for a 3 month period and ascertain whether we can achieve the desired CPA and deliver enough volume to make the campaign commercially viable. This 3 month period is what we refer to as the Proof of Concept (POC) stage.

It is always necessary for us to run a POC due to the complex and non-transparent nature of auction system adopted by the major search networks such as Google and Yahoo. It is only until we set up an account and run a campaign that we can get an idea of what the bid landscape looks like and therefore what the traffic is likely to cost us by keyword.

Also, due to the fact that we only paid on results, a very important element of the search campaign is the conversion of visitors to acquisitions. Extensive work is done during the POC to maximise the conversion rate.

And just to reiterate; yes, we do this all free of charge. You only pay the agreed CPA for any acquisitions generated.

In the unlikely event that we are unable to make the campaign work, we meet with the client and discuss the performance of the campaign in detail and work together to determine a solution. This may be in the form of a more aggressive offer, higher CPA, different payment terms, more engaging content or a combination of the four.