Search Engine Marketing

Cheeze is a Search Engine Marketing centre of excellence. Over the last 10 years we have been at the forefront in the implementation and management of successful Search Engine Marketing (PPC) campaigns. From initial in-depth keyword research and analysis, through to the continued tracking of your campaign, we strive to ensure that your PPC strategy constantly achieves the best possible results and the highest ROI.

From its inception Cheeze has witnessed (and been a part of) the rise of the search marketing industry by developing many successful campaigns for numerous market leaders, including Monarch Airlines, AXA, Canvas Holidays, Pokerstars and Budget Rent-a-Car to name a few.

Our unique approach to PPC combines our expertise in all areas of search marketing and we believe in providing bespoke PPC strategies and search marketing solutions.

Our affiliations & accreditations include:

•    Representative on the IPA Digital Media Group and Search Group
•    Google Adwords Qualified Company
•    15 In-house Google Professionals
•    Yahoo Strategic Ambassadors
•    MSN AdExcellence Qualified

For more information on our Search Engine Marketing services, feel free to call or email mike.groves@cheezedmg.com to discuss your requirements and our approach.


Cheeze Search Engine Marketing – how it works

Identifying the right keywords

It is easy to bid on a huge number of keywords set to a broad match type, but this can create a whole range of problems with a client’s campaigns appearing against irrelevant and potentially expensive keyword search results. Instead we will work closely with the client to identify their relevant keywords as their customers see them – what are they actually typing in and how do these terms convert? Also by using a variety of match types and negative keywords we ensure that our campaigns provide the most cost effective clicks for our clients on the most relevant search results.

Keywords are grouped into relevant and similar ‘buckets’ or Ad Groups which ensures that they can be easily and quickly turned off as, for example, products become unavailable or seasonal search terms go out of season.

Forecasting click volumes and results

Through our 10 years of experience in running SEM campaigns along with various in-house and publisher tools we can quickly and accurately forecast click volumes, average CPC and potential conversions using specific keywords.

One thing Cheeze does not do is guarantee clients that we will get them into the number one position on search engines.  We will instead ensure that our clients’ search adverts are shown in a position that provides them with the best ROI / target cost per acquisition.

Copywriting – clever creative means better conversion

Copywriting for search ads is extremely important but is often overlooked or rushed. We take great care in the copy displayed on search results on behalf of our clients and understand the need to constantly test different copy headlines and body copy. Whether this is price promotional copy or copy tailored to a specific search query, we will regularly monitor the click through rates on all search copy to ensure only the best performing copy variations are being displayed.

Designing tailored landing pages

There is nothing more annoying when a customer clicks through from a detailed search term than being sent straight to a website homepage where they have to re-do another search to find the product they want. We work with our clients to recommend and monitor deep-linking campaigns which send the client through to pages most relevant to their search, and closer to conversion.

Fast tracking the editorial approval process

Due to the great working relationship we have with the search engines we are able to set-up PPC campaigns extremely quickly. Their trust in our campaigns and the way we work means that editorial does not have to go through a manual approval process but is automatically approved, getting your message to the customer, fast.

Results tracking and reporting

All results are tracked through our third-party adserving systems with data reported at a keyword level. This means that we can place a value on every single keyword running on a client’s campaign, whether this is a few hundred keywords or a few hundred thousand. Reporting looks at all elements of conversion and this is important to our clients. Whether this is click to quote, click to brochure request or ultimately click to booking, daily monitoring of these results, along with spend, ensures that we have the most up-to-date information available upon which business decisions can be made.

24/7 campaign optimisation

Using the detailed tracking and reporting, campaigns are optimised on a regular basis ensuring that clients only bid as much as they need to, to generate the maximum number of conversions (whether this is a booking or brochure request or email sign-up) at the correct cost per conversion. With our new and ground-breaking exposure2conversion reporting we are also now able to bid on all keywords which helped to generate the final conversion and not just the final keyword a customer clicked on. Giving our clients the opportunity to convert the customer earlier in the search journey, saving the customer time and our clients money.

From our research, we can also apply this to branded search marketing. We know branded search drives conversion. Being able to report on the keywords that feature prior to a branded search, our exposure2conversion reporting enables us to place value and thus adjust bids on all of these keywords.

The Cheeze toolbox – innovation through technology

Cheeze has developed a set of bespoke tools to ensure that we maintain client advantage through the combination of human and technology-led analysis. These tools include:

Bid 999 - automated site load and uptime monitoring. We know when our client’s sites are slow, or on a worst case scenario, when the sites are down and we can manage the campaigns accordingly, whether this is slowing down spend or pausing bids altogether.

Campaign Pulse – Daily campaign monitoring including clicks, arrivals, quotes, sales, ensuring we know every day how well our clients’ campaigns are performing. Daily checking ensures campaigns are never more than 24 hours from campaign optimisation [*48 hours at weekends]

Barometer – We regularly check competitor campaigns to ensure we are always ahead of the game. Barometer also includes wider factors that impact campaign performance from stock market performance, to weather and sport. From the Cheeze barometer we were able to save a travel client hundreds of pounds by pausing a regional campaign when flooding affected the region in which they were selling holidays.

Brain Powered Search - The beating heart of the campaign. Brain powered search couples market leading adserving with mutli-variant tracking to deliver optimum campaigns with the widest knowledge.