Description of Managed Pay-Per-Click (PPC) Advertising Services

About TopSpot and Net Power Marketing, Inc:

In late November of '04, Google announced the institution of a new certification program. The goal of this new program was to recognize the companies who had distanced themselves from others in the field in their abilities to design and manage Google Adwords pay per click programs. In order to be considered for this recognition a company had to demonstrate a complete understanding of the Google PPC system over a period of time and also pass rigorous testing demonstrating knowledge of all aspects of these programs.

TopSpot is proud to announce that it has received this recognition, making the organization one of less than one hundred companies worldwide to have had this honor that of "Qualified Google AdWords Professional" bestowed upon them. In fact, TopSpot now has seven TopSpot account service managers that are recognized by Google as "Qualified Google AdWord Professionals." Net Power Marketing Inc. (NPMI) has been in business for 13 years and represents Topspot PPC services in the Mid-Atlantic area. Additionally, NPMI offers complete web site design and optimization services primarily for industrial and commercial companies.

What Our Setup Process includes:

New account setup takes between 8-12 hours to complete.
After a company has contracted with TopSpot, we begin out extensive keyword research which will normally identify hundreds of potential keyword phrases on which we will consider bidding. (2 hours)
We will research competitor sites to look for additional terminology that may make sense for the client. (30 minutes – 1 hour)
We will create a list of irrelevant keywords that helps eliminate unwanted traffic visiting your site. This is referred to as “negative keywords.” For example, if you manufactured custom steel enclosures, we may identify “pool” or “patio” as negative keywords. This would keep those individuals who are looking for “custom steel patio enclosures” from visiting your site. (30 – 45 minutes) (on going process)
Once the keyword research is approved we will begin setting up the PPC program in Google & Overture (Yahoo & MSN) as well as loading the information into our “bid management system.” This includes assigning appropriate bids to every keyword independently. We do not assign a standard bid for every keyword. We will evaluate each keyword and assign the most appropriate bid based on the competitiveness of each particular keyword phrase and a client’s budget. (2 – 3 hours)
The next step is creating the ads (the text that will appear on the search engines). Again we will create specific ads for each of the keyword phrases. This means that if we are bidding on “custom stainless steel enclosures” the ad text will include information on that particular product. This helps attract users to click on your ad. Obviously, programs with hundreds of keywords can include many different ads. (2 – 3 hours)
The final step is to assign the destination URLs and landing pages for a program. This means that we will go through every keyword and find the most appropriate landing page for a user to visit when they click on your PPC ad. For example, if we were bidding on “titanium fasteners” we would send any user that clicks on that ad directly to a page containing information on “titanium fasteners”. We would not just send them to the home page and hope that they could find what they were looking for. (2 – 3 hours)

What Our Monthly Service Includes:

Each account is assigned a customer service representative who is responsible for that account’s setup, management, reporting and client communications.
Our customer service reps will work with the clients to establish goals as well as become familiar with each client’s business. We like to know what areas a client may need help with, find out what products or services deliver the best profit margin or what areas a client would like to avoid. This helps us to create a program that is in line with a client’s overall business goals.
Our team will work closely with our Google & Overture representatives to make sure that each program is setup and running properly.
The assigned customer representative is responsible for daily, weekly and monthly budget reviews to make sure that a client is within their desired monthly & quarterly budget.
We spend a tremendous amount of time monitoring Google “Click Through Rates” for each client and make sure that obtaining the best possible placement for the best price.
The customer service reps will communicate with the clients to suggest any adjustments that may need to be made to the program.
Monthly keyword data/reporting is provided to outline cost per keyword and keyword placement/position.
In addition to the keyword reporting, we will also send tracking reporting that identifies the exact search phrase that was typed into a search engine leading to your site. These reports allow for us to pinpoint positive areas of your program and also assist in identifying areas for improvement.
Any changes to the account, such as, adding or deleting keywords, changing bids, etc. may be made at any time during the span of your program.
Each program is loaded into our bid management tool which closes bid gaps, helps in obtaining optimal placement and offers additional click auditing.
The customer service reps will identify the best times for a client’s program to be active (live). This ensures that we are spending the budget as efficiently as possible. For B2B companies, our programs run Monday – Friday, unless otherwise specified.