Google AdWords is Google's Online advertising program. AdWords lets you create simple, effective internet advertising which displays to people already searching online for information related to your business. So how is it possible to show your internet advertising only to the most relevant audiences? The answer is keyword-based advertising. When a searcher visits Google and enters a query — say, 'mobile phones' — Google will display a variety of relevant search results, such as links to articles containing mobile purchasing advice, or websites dedicated to customising your mobile. It will also display AdWords adverts that link to online businesses selling mobiles, ring tones, or other products and services related to the query.

For example, imagine that you own a mobile ring tone business carrying a large selection of ring tones. You could sign up for an AdWords account and create adverts for ring tones in your inventory. For each of your adverts, you might select keywords (single words or phrases related to your ad's message) such as 'music ring tones or 'rap ring tones.' Once you activate your account, your internet adverts would be eligible to appear. That is, the AdWords system would constantly seek out search queries related to the keywords you've selected, then display your adverts to highly targeted audiences. In short, you'd be advertising directly to an audience already looking for you.

Do you know what happens on your website?
Elisons Analytics provide accurate, insightful and timely data to help you make informed business decisions about the performance of your website and online marketing campaigns.

Measure success
Ellisons real time analytics program directly measures how effective your online campaigns are at driving potential online customers to your website and then converting them into customers.

Ellisons manage your online marketing effectively ensuring your online business is a success. Our analytics programs can monitor all your online marketing channels as required, including:

natural
paid search activity
email campaigns
banner advertising
affiliate programmes

And it can show you how these channels are working together and operating over time to give you a bigger picture of how effective your online activity is operating.

Return on investment
Our Analytics program has been designed to measure results – events such as purchases by positive Return On Investment (ROI) on the online market activity you have undertaken. By enabling you to define and measure your own ‘conversion events’ – such as requests for more information, bookings for a test drive or orders for goods and services – Ellisons Analytics provides you with invaluable insight into how your online business is performing – across all your marketing channels and over time. The marketing Analytics tool provided by Ellisons is extensive and powerful.

Do you look at your Raw Log Files?
Ellisons Analytics is a web analytics program that uses a radically different architecture, making it easy for marketers to perform real time data mining activities that are difficult or impossible to do by looking at raw log files.

Dashboard overview
Ellisons Analytics program provides a clear dashboard overview of all the marketing channels. It can:

1. Illustrate how each channel is performing in terms of visits, revenue and conversions. It measures the results that matter and then clearly illustrate Return on Investment.

2. Display data in Real-time, allowing for dynamic campaigning.

3. All the Key terms used via Natural Search are automatically listed in Ellisons Analytics, which helps you understand, from a marketing perspective, how you’re being found on the web.

4. Help you establish how you're being found on the web therefore giving you a clear indication where you can develop and improve your content and highlight key performance areas of your website i.e. what page within your website is attracting the most visits and what Keyword is driving those visits.

5. Clearly define Paid Search from Natural Search

6. All Pay per Click Campaigns are listed under Keywords in Paid Search, meaning you can monitor expenditure, target campaigns more effectively and maximise your ROI.

7. Click Fraud can be detected under Paid Search and can then be used as evidence to ensure search engine networks filter bad traffic and provide refunds for misspent pay per click advertising.

8. Illustrate each individual email campaign that is running and monitors their performance.

9. Contrasts can be made between each campaign and trends can be established. These trends can then help in the targeting of future campaigns.

The majority of the leading search engines world-wide sell sponsored listings (usually the first few results) within their search results.

For example: if an internet user is looking to buy a “mobile phone”, they are likely to go to their preferred search engine and type in something like “buy a mobile phone”. If this search term is one that we have selected for you, your web site will be in the sponsored results.

Why use sponsored search?
Without doubt Sponsored search is the most effective and measurable method of online advertising today. Sponsored search listings work because they put your company in front of people looking for your products or services.

Why does it work?
By the time a user clicks through to your web site, they will have searched for something that relates to your products or services and, in most cases, will have read the brief summary that appears with the search result. This all means that by the time they arrive at your web site, they have been pre-qualified, which increases the chance of the individual making an enquiry for your services or buying your products.

So who uses sponsored search?
Thousands of companies across the globe, from your local Lawn Mower seller to Norwich Union, Virgin, The AA, Sainsbury, Interflora, Microsoft, Amazon, Asda, and many more companies across all business categories.

Ellisons Make it Easy
Managing multiple search engine accounts and adjusting bids on hundreds or thousands of search terms can be labour intensive. We can remove that hassle from your internal resource whilst reducing Cost Per Clicks (CPC's) and increasing ROI. This means that our service usually pays for itself.

What will Ellisons do?
1. Implement our analytics system to monitor your PPC activity
2. Create accounts with the search engines
3. Produce a comprehensive list of relevant search terms
4. Write creative ad text for each search term
5. Provide detailed reporting including ROI & Cost per Action (CPA)
6. Optimise each search term against ROI
7. Manage bids on all search terms, up 48 times per day
8. Provide brand protection and monitoring
9. Provide options for click fraud detection services

Which countries do we advertise in?
As well as providing pure UK or USA based campaigns, Ellisons can translate, implement and manage your search engine advertising campaigns.

How much does it cost?
Search engine click costs usually range from 10p - 50p per click depending upon market sector and individual search phrase. Our fees are based on a percentage of your search engine spend.

How much you budget is up to you. The more the budget, the more click throughs, the more leads, the more sales.

Ellisons reduce CPA & increase ROI
We achieve this by using sophisticated tracking systems, to ensure we only bid on the terms that work for you, and ensuring we drive the maximum amount of traffic from those terms. We can do this as we monitor every click through, from every search engine, every minute of every day and capture every sale and the profit from each sale that originates from Pay Per Click.

Where will my listings appear?
Your sponsored listing will appear in the sponsored search results of all or some of the following search engines, in the countries you require.

• Google
• Yahoo
• MSN
• Ask Jeeves
• AltaVista
• Lycos
• AOL
• Netscape
• Wanadoo
• Info Space
• All The Web
• Tiscali
• And more…

Ellisons internet advertising team are here to help you create a internet advertising campaign whether you are a seasoned internet specialist or your new to online advertising.

For more information contact our media department on +44 (0) 20 7510 5900 or email us as at info@ellisonuk.com

Ellisons Internet Knowledge Bank

Ellisons internet advertising team are here to help you create a internet advertising campaign whether you are a seasoned internet specialist or your new to online advertising.