iProspect's search engine marketing process, for our natural search engine optimization or pay per click advertising services,
includes a combination of best practices, ethics, efficiencies, flexibility and scalability. This process enables our client
service staff to implement your totally unique and customized campaign within a structure that contains the necessary checks and
balances to ensure that every task and tactic required to implement your campaign strategy is performed when and as it should.
Click below to hear Brian Kaminski, Managing Director, iProspect San Francisco, talk about our process.
Regardless of the service(s) being provided, iProspect begins its search engine marketing process by working with all of the
appropriate stakeholders within your organization to learn about your business, your business model, and your search marketing goals
and objectives. Next we identify the critical metrics required to measure the campaign's success toward your goals. We determine
how the metrics are to be tracked and then implement a tracking solution (or integrate your existing tracking solution) upon which
we can rely for accurate data. We also discuss any custom reporting requirements in order for us to synchronize as effectively as
possible with your existing internal reporting functionality.
Keyword Selection Process
Both our pay per click and natural search campaigns' keyword research and selection process begins by researching and analyzing
the nomenclature used by search engine users to find and learn about the products and services that you sell and deliver. We
identify a number of potential keyword sources, including: your log files, your content, your suggested keyword list, third-party
data sources, etc. These inputs are entered into our proprietary search term suggestion tool that subsequently generates a
greatly expanded list of keywords and their respective search metrics. With the output list, we are able to work with you to
identify and prioritize the keywords that are most closely related to your marketing goals and those that offer the best
opportunity for delivering qualified search referrals from both natural and paid search campaigns.
Search Engine Optimization Process
The search engine optimization process continues by identifying your organization's internal capabilities for, and limitations in,
implementing our eventual recommendations. With this information in hand, we analyze your website based on a prioritized checklist
of best practices that would ideally be recommended.
After this analysis, we collaborate with you to define the most effective course of action in terms of the on- and off-page best
practices that we recommend, given your ability to implement them. The recommendations are prioritized according to those that
will generate optimal results and a mutually agreed-upon project plan for us to pursue together.
We then work with your staff to ensure that changes are implemented correctly, providing QA services where appropriate. Once
changes to your site are implemented, we carefully monitor the results of these efforts, and then begin the process over again
based on opportunities uncovered during results analysis. This process is repeated as many times as necessary throughout your
engagement with iProspect.
Pay Per Click Advertising Process
The pay per click advertising process begins with the development of the ultimate landing page. We identify existing pages on your
site that can be used as landing pages and then map keywords, negative keywords and create ad copy that are all highly relevant to
each page. This approach reduces errors that result from generating a keyword set first and then mapping the keywords to existing
pages.
Once we take advantage of existing Web pages, we focus on the creation of new, dedicated landing pages to map to the important
keywords for which no existing page will suffice. After this, we QA the work, get your approval on all the elements of the campaign,
and launch the campaign using iSEBAŽ (iProspect Search Engine Bidding Agent) within the targeted search engines.
As iSEBA begins testing your keyword set (at various bid amounts at various times of the day and days of the week in various
positions), it collects data for the purpose of optimizing your campaign. Testing periods can be greatly reduced by importing
historical data into our systems. When sufficient conversion data is obtained, we begin to globally optimize the bids to obtain
the most conversions possible for the least possible cost.
After this launch phase, we monitor the results of your campaign and work to improve the campaign's efficiency and volume by
producing more keywords, testing ad copy, performing multi-variant testing, etc. This process is also repeated as many times as
necessary throughout your engagement with iProspect.
