Keyword Advertising

Anyone can bid on keywords, but figuring out how to design and run campaigns that maximize one's return on investment takes skill, experience and a strong knowledge of web site analytics. Our senior managers have been managing keyword advertising campaigns since popularized the concept in 1999 and Captiva Marketing has managed well over $50 million in keyword ad spend.  We are also among a select group of companies in the United States that are recognized as a Google Premier Partner.

Google Premier Partner

Bing Select Agency

The account managers that run or consult on our client's keyword advertising programs are also trained in organic optimization and analytics so that they cannot only effectively manage keyword advertising campaigns, but also determine how these campaigns fit into the entire search engine marketing program. They use keyword advertising data to guide organic optimization, PR, social media and online advertising activity in an effort to achieve the maximum ROI on the entire program.

Primary Benefits of Keyword Advertising:

  • Top positions on the page are typically reserved for sponsored keyword ads
  • Traffic can be easily sent to ANY relevant page in your website
  • Start up costs are low
  • Quick processing time allows it to be used for promotions and time sensitive campaigns
  • Allows one to inexpensively target lower search volume phrases

“If you don't get noticed, you don't have anything.”

- Leo Burnett


Primary Keyword Advertising Management Services

To help our clients navigate through the complexities of the popular keyword advertising options, we offer a number of services as well as comprehensive monthly campaign management programs. Like all search engine marketing activities, the process typically begins with a comprehensive keyword analysis and is followed by specific activities aimed at maximizing the ROI of the CPC campaigns. These include:

  • Keyword Targeting
  • Campaign Development
  • Landing Page Development
  • Campaign Management


Activities Most Critical to Success

From our experience, there are three key elements to achieving success with keyword advertising.

  1. Understand business well enough to select the keyword phrases and matching methods that will provide the best ROI.

  2. Develop ad copy that highlights our client's Unique Selling Points (USPs) and engage click-through from relevant searchers.

  3. Ensure ads are aligned with landing pages that properly convey our clients marketing message and generate conversion.



Recruitment Fraud Alert

A new identity theft scam has hit the recruitment industry. It has come to our attention that fraudulent emails are being sent by fake companies posing as recruiters or posing as an employee of an organization, like Captiva, to recruit candidates.

These unofficial requests stem from Gmail accounts or fake LinkedIn/Indeed accounts and not from official company accounts. They direct users to attend a Google Hangout interview and then proceed to interview a candidate while asking for personal information. At Captiva Marketing, our first step in the applicant screening process includes an email from an official Captiva Marketing email account to schedule a traditional phone call. This request will come from an official Captiva Marketing email address and not a address. We do not request a Google Hangout nor do we use a Gmail account with our recruiting process. Initial communications will not request sensitive information, including but not limited to social security numbers, birth dates, bank information, etc. during our interview process. While giving out personal information to organizations, please be diligent. If you have any concerns about a request coming from Captiva Marketing, please contact us at 314-822-3656 and ask for Melissa Berner.

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