Frequently Asked Questions

Q: What is Ecommerce Search Marketing?

Search marketing increases the visibility of websites in search engine results, primarily through paid advertising. Ecommerce websites are unique in that search marketing conversions result in a sale. So, with ecommerce search marketing, we can measure the revenue and profit of those conversions in real time. This allows you to assign a value to your marketing efforts so you can make good business decisions.

Done correctly, this process becomes a feedback loop, fine-tuned to just the right level where profits are maximized. And we're not just talking about theoretical profit maximization. Once the data starts rolling in, you can find the optimal level to advertise at that balances the trade-offs of marginal cost versus marginal revenue to achieve maximum profitability.

Q: What do you do exactly?

To put it simply, we take over the day-to-day management of your Google AdWords and Bing Ads accounts.

To be more specific, we start from a solid understanding of your unique business model, cost structure, and strategy. We then analyze your account and identify where you might be leaving money on the table. We will see what's working and what's not, do more of what's working and less of what's not, and then exploit what works best. We will get down into the weeds and figure out the optimal bids to set across the board to market your products, and adjust what we're doing in response to your competitors.

We follow a process of continual improvement where we regularly monitor and improve your account, watch the feedback, and push your profits. We will report on progress so you can make informed website content decisions.

The bottom line is that we will improve your online advertising day after day, week after week. We will give it the consistent focus and attention that your competitors aren't giving theirs. We will do everything we can to improve your results far beyond what we charge for the service.

Q: What sets you apart from other SEM agencies?

We are highly educated in all facets of business, and more specifically ecommerce. We don't focus solely on optimizing the technical aspects of ad campaigns nor base decisions on the simplistic key performance indicators (KPIs) that AdWords account managers typically use. While those metrics have their place, ad campaigns are not that simple in the world of ecommerce. We dive deep and perform the kind of analysis that many SEM agencies just aren't doing.

Everyone on our technical team has a degree in either Business or Marketing and is certified in Google AdWords. In larger SEM companies, it's common to set-up automations and assign college-level account coordinators to run them. That's not to say we don't have automations for highly mathematical processes but, because we work with only ecommerce companies, a lot of the work we do requires a certain level of intimacy with the product line and an educated, human understanding to make good marketing decisions.

In addition, we are a small agency and selective about our clients. We only take on clients that are serious about growth and only as many as we can effectively manage together as a team. We don't pass our clients off to an inexperienced account coordinator. Our entire team will understand the nuances of your unique business as we manage your account with the attention it deserves.

Q: What key performance indicators (KPIs) do you use?

We don't put a lot of emphasis on number of impressions, number of clicks, click-through-rates (CTRs), cost-per-acquisition (CPA), ad positioning, and other simplistic metrics. What matters to an ecommerce business is generating profits from sales and not how many clicks it took to reach those profits. The only reason clicks matter at all is because each click drives up your costs. Since we're really trying to optimize for profitability, the best key performance indicator that we use is your bottom line.

Q: Why do you focus on profit maximization rather than the ROI of online advertising?

ROI isn't the right metric to use if you're serious about making money. Take this simple example: Let's say you invested $1 and got $2 in return. That's an ROI of 100% and a profit of $1. Now let's say you could have invested $100 and received $110 in return. That's an ROI of only 10% but a profit of $10! Which would you rather take home... $1 or $10?

A high ROI but a low ad spend often indicates that you're leaving money on the table. We help you find that sweet spot... the optimal advertising level to maximize your profit.

Q: What makes you qualified to manage my AdWords account?

We've been running businesses online for over 20 years, and as we like to say, before the internet was the internet. We have spent the last 9 years growing multi-million dollar ecommerce businesses through online advertising, successfully managing tens of thousands of dollars in ad spend for each of our clients.

Every technical employee at Psyberware has a degree in either Business or Marketing and is certified in Google AdWords. We're also a Google Partner, which means Google has recognized us as experts in the industry. In order to maintain that status, we pass a series of certification tests every year and provide proof to Google that we are using best practices and achieving optimal results.

See the About Us page for more on our specific experience.

Q: How do you bill for your work?

We bill monthly based on ad spend. We also do not charge a "set-up" fee.

Q: Do you require a term agreement?

We do not lock our clients into a term agreement... we lock them in with results. We believe firmly in having win-win business relationships. So, we work on a month-to-month basis and you're welcome to take your business elsewhere at any time. But we are confident that once you see the results we can give you, you won't want to work with anyone else.

Q: What kind of results can we expect?

This really depends on how well your AdWords account was managed in the past and the current state of your business and industry. We are typically able to do some basic account improvements right off the bat and increase profitability in online advertising by at least 50% within 3-6 months, which more than covers our fees. After that, we like to dive deeper into some analysis and conduct a series of experiments to exploit what is working best. From that point, the results can only get better.

Q: Why do you need so much information about my business?

To be a client of ours and allow us to do the best possible work we can for you, you need to be willing to share some intimate financial information with us. We need you to be frank about your business model, cost structure, strategies, seasonalities, and some of your other goals. Only then, can we structure our work in the best manner possible to maximize your profitability.

Q: What kind of clients do you work with?

Although we are not exclusive to just one type of client in any specific industry, we have been very successful with Magento merchants in the range of $5M-50M in annual revenue with $20K-150K in monthly online ad spend. That said, we are selective about the clients we take on. We aren't mindlessly managing AdWords accounts. We want to work with clients that are serious about growth and are ready to take their business to the next level.

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