Creating successful paid search campaigns is an art. It takes creativity to compose compelling ads, an analytical mind to make sure they appear in the right places and deep strategic knowledge to create a relevant landing environment.
Jellyfish have been doing paid search successfully since paid search began. Our campaigns are self-financing, scalable and get results for our clients. We design the map and build the roads to lead our clients and their customers in the right direction.
Pay Per Click (PPC) campaigns provide the opportunity to generate acquisitions (sales, leads, enquiries etc), in volume, at a fixed Cost Per Acquisition (CPA).
A fixed CPA ensures that the campaign can be self-financing. And a campaign that finances itself can increase rapidly and sucessfully.
However, most agencies can’t achieve a fixed CPA with a high volume of acquisitions. You need a deep understanding of the campaign metrics, how they relate to each other and how they can be positively affected. Jellyfish have a clear campaign management platform to help manage this process for our clients day to day.
Unlike manufacturing and print, there are no economies of scale with PPC. In fact, it’s the opposite. The more acquisitions you require, the more expensive each one becomes. Here’s an example of the CPA curve for a PPC campaign.
To optimise campaign performance and manipulate the CPA curve, we need to understand what metrics make up the CPA and how they relate to one other.
For this, we have the metrics tree.
Your target CPA is affected by many different metrics. However we can’t directly affect all of them through campaign optimisation. In fact, you can only directly affect four:
2. Click Through Rate (CTR)
3. Average Cost Per Click (CPC)
For each of these metrics there are a number of ways in which we can improve their performance.
Because we are always optimising, we can manipulate the natural CPA cost curve. So you get more acquisitions for the same CPA or the same number of acquisitions for a lower CPA. For our clients, it’s a win-win.