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

SEM MANAGEMENT

Building PPC Programs for Tech B2B Companies