How We Work

Below we’ve set out the stages of a typical search advertising campaign. The degree of a client’s involvement is entirely up to them. Some clients want to be involved and understand the medium fully, others just want to see results. We enjoy being open about what we do and will talk you through the process in as much or as little depth and detail as you want or can bear (we can be very dull!).

Strategy and Objective Setting

There’s no point in driving traffic to a website without an objective. We’ll work with you to set clear objectives defined by financial targets, budgets & success metrics. Then we’ll do our best to over deliver.

Keyword Research

Using common sense, site analysis, competitor analysis & lateral thinking we generate every relevant search word & phrase likely to be put into a search engine. It’s not uncommon to generate tens of thousands of words & phrases, which then need to be organized into product, service & motivation based groups. Keyword discovery is an ongoing process – products evolve, consumer language changes & our client & customer insight grows. Our job at Search Star is to keep ahead of these developments, keeping you where you want to be.

Copy Writing & AdTesting

Succinct and strategic copy writing is critical to success where search engine optimization is required, and yet this is often written sloppily by inexperienced search marketers. We ensure that copy fulfills twin functions of being both cogent and clever. systematically & rigorously testing each group of keywords within the campaign. If ads aren’t working well we test variations and delete the poor-performers. Tried-and-true calls to action and clear language are needed as well as creative wordplay.

Editorial Dispute Mediation

Search engines have strict editorial policies that may cause a campaign to be disabled. We work closely with media owners to negotiate editorial compromises and to clarify fuzzy policies.

Setting Your Bids

Pay per click works on a bidding basis, the more you are willing to pay, the further up the search engine listing you go. Initial bids and the bidding strategy to be used have to be understood and set at the beginning of the campaign. Bids are then monitored and tweaked by word to deliver your goals. Our market beating technology means that you avoid paying a penny more than necessary. In this business everything has its price and, having the right software, we can find it!

Monitoring & Optimising Campaigns

Throughout campaigns we will monitor progress both personally & with bid management & tracking software, tweaking and changing details daily to ensure delivery of your objectives.

Reporting & Accountability

We are completely transparent about what we do and provide clients with as much detail as they require about the campaigns we are running on their behalf. We provide regular formal reporting (generally weekly) against all client sales, enquiry & lead generation objectives along with analysis and recommendations.

This process does not allow us to tie clients into long term commitments. If we cannot demonstrate & prove results to our clients, they will take their business & budget elsewhere.