For over a decade, Nephila has helped emerging technology companies develop integrated search marketing campaigns to bring their products to market and drive online lead generation.

PPC PROGRAM STRATEGY

Nephila Marketing helps define your target audience, assess competitive landscape, and direct lead acquisition strategy to create a PPC program that increases lead quality potential.

ONGOING PPC MANAGEMENT

Nephila integrates with your marketing team to support the continued growth and development of your online demand gen programs. We commit to helping you reach lead quantity and quality targets.

PPC ACCOUNT DEVELOPMENT

After defining your PPC strategy, Nephila’s team of digital marketers builds, or re-builds, your online advertising accounts, including search, display and remarketing campaigns.

PPC Strategic Development

GOAL SETTING/BENCHMARKING

  • Define project production timeline and identify stakeholders
  • Verify available tracking/reporting applications
  • Evaluate closed-loop reporting paths
  • Establish SEM KPIs

KEYWORD ANALYSIS/DISCOVERY

  • Collect broad keyword inventory
  • Review popularity/traffic/relevance/competition
  • Compare competitive keywords, ads and CTAs
  • Distill inventory to final, targeted keyword set

CTA IDENTIFICATION

  • Review resource inventory for most viable content
  • Map each CTA to a keyword groups
  • Identify gaps where higher-value content is required
  • Result: CTA-focused landing pages

PPC Account Structure, Targets And Tracking

ACCOUNT HIERARCHY

  • Campaigns defined
  • Ad groups identified
  • Keywords (+/-, modifiers, match types)
  • Landing page CTA alignment

TARGETING

  • Search + display + mobile
  • Remarketing/video/responsive image
  • Regional targeting & localization
  • Bid & Budget

TRACKING & CLOSED-LOOP REPORTING

  • Conversion tracking verification
  • Multi-channel conversion tracking
  • Closed-loop reporting
  • Lead qualification metrics

Campaign Creative Production

LANDING PAGES

  • Recommend layout for highest conversion rates
  • Write landing page copy, including thank you pages
  • Take part in landing page testing/reviews
  • QA forms, conversion tracking and marketing automation flow

DISPLAY ADS

  • Identify resources & messaging
  • Produce image ad mockups for client approval
  • Rounds of edits with with clients until final approval
  • Create image ad templates, including responsive

TEXT ADS

  • Text (split-testing performed after launch of new structure)
  • Rounds of edits with until final approval
  • UTM tracking following demand gen protocol
  • A/B testing setup and tracking

ABOUT NEPHILA MARKETING

Nephila Marketing helps emerging technology companies define, develop and scale their search marketing initiatives.

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