Providing ad agencies and marketing departments leading PPC strategy and management

Using Paid Search Automation Tools to Drive Business Goals


Most advertisers are not able to fully take advantage of the real time dynamic nature of Paid Search because of a lack of resources. Despite the added efficiency and revenue of being able to react to conditions such as product inventory, pricing, weather conditions, and financial market changes, most advertisers cannot because of a lack of man hours. Luckily, there is a solution. Search can be optimized to many external factors and solve business needs automatically. Interactive H2O’s automation solution provides a way to programmatically access search data and make dynamic changes based on specific conditions. This can be as simple as automatically changing bids on keywords driving revenue or as complicated as making changes based on weather conditions in a particular region.

By strategically using automation, paid search can quickly can be customized to respond to business conditions and dynamically adapt unlike any other advertising channel.

Advanced Examples of Paid Search Automation

1. Inventory Management Marketingrelatimemanagement

Many eCommerce companies feature thousands of products and this makes managing search campaigns at even a basic level difficult and at times even unwieldy. One area that often gets neglected that can cause major losses in revenue and wasted advertising spend is inventory. Since inventory is always fluctuating, it is very difficult for SEM managers to respond to inventory changes such as pausing keywords driving to out of stock products or increasing bids on keywords driving to products that are overstocked. Fortunately, there is a solution. Interactive H2O’s automation technology can be set up to use inventory data from an advertisers product feed or simply to read the inventory levels featured on a site landing page. Here are some example of the technology in action:

  • Product Surplus: If a specific product reaches a certain level (ex. 1,000 in stock), bids can be raised on keywords related to this product to increase the clicks driving to this page and help sell more.
  • Low Inventory: When inventory is low on a product, bids can be lowered to decrease the clicks driven to the page. Also, dynamic ads can be set up so the copy adjusts to inventory levels. For instance, an ad could say “Only 10 Left in Stock!” and automatically adjust that number based on the actual inventory left.
  • Out of Stock: If an item is out of stock, all related keywords can be paused so that no clicks are wastefully driven to this page.

2. Automated Promotions and Pricing Updates

Similar to inventory, Search advertisers often neglect pricing. Because pricing and promotions can change often on a website, it can be unwieldy to adapt search copy to pricing fluctuations. Interactive H2O’s search automation allows ad messaging to be adjusted based on the current price featured on the landing page.

For example, an auto advertiser will have many different trims of a specific model featured on their website and the prices for all models fluctuate often. Instead of periodically updating the copy, the technology can dynamically pull the lowest price of a model on the page and insert that pricing into the ad copy – ex. “Starting from $XXXX”. This makes for a much smoother user experience.

This can be applied to discounts and promotions as well. The simplest version of this would be to pull “% Off” messaging from the landing page and insert into the copy. However, Promo codes can also be dynamically updated. For instance, if an advertiser often wants to continually update Promo codes on a daily basis to ensure that they are not being taken by coupon sites, a rule could be applied that pulls the Promo code of the day from an offline feed and updates messaging with the accurate code.

Automation can even be used to enhance messaging using timing to apply urgency to potential shoppers. For a Promotion that has a specific end date, copy can be written that automatically the ad copy on an hourly basis. Ex. “Only 2 Hours Left for 20% Off!” This makes it much easier to manage short promotions and holidays such as Black Friday.


3. Real-Time Marketing by Weather

Weather conditions are always changing and many businesses and product sales are affected by (if not dependent on) what the weather currently is. However, weather is unpredictable and this makes it challenging to adapt marketing efforts to these fluctuations. Here are two examples of using automation to optimize against weather conditions:

  • Bidding Changes – A clothing eCommerce advertiser sells bathing suits and knows that sales for bathing suits tend to spike on the first warm day for regions around the US. A rule can be set up to pull the current weather in specific areas and adjust Geo bids against the weather criteria. So on the day that it is an unseasonable 70 degrees and sunny in Chicago, bidding for this location can be adjusted so that this advertiser is serving in top position on bathing suit related terms.
  • Ad Messaging Automation – A Ski Resort knows that visitors in nearby states will come to ski on a weekend if there is fresh snow. Since weather rules can be set up to run against temperature, precipitation, and wind, a script could automatically adjust the Google Adwords ad messaging to “Over 6 Inches of Fresh Powder This Weekend!” to encourage visitors to ski.

4. Real-Time Marketing by Market Trends

Social Trends

Automation can be used to respond to social trending in real time as well. Using social listening tools. Interactive H2O’s technology could automatically use this data to build out keywords related to trending topics with a specific category. This allows a search campaign to get ahead of the competition by quickly adapting to trends. Also, an advertiser could run a brand campaign that pulls the number of Twitter followers that the advertiser’s page has and insert that number into the message to establish credibility.

Financial Markets

Data from Financial Markets could also be used for automated search to help advertisers keep on top of changing demands driven by stock market trends or currency fluctuations. For instance, a stock brokerage firm could run a specific message if the market is booming to pitch the potential profits that a potential client could make and then change the messaging if the market is dropping to focus on risk mitigation. This type of strategy could be adapted in many different ways and could use data as granular as a specific stock price or be applied using more macro trends such as the current DOW Jones industrial average.


Top 4 Q2 Google Shopping Updates


Google recently announced major changes to Product Listing ads (now called Google Shopping campaigns) that will be rolling out for advertisers in the beginning of 2014.  These changes bring many of the search optimization levers that allow for optimal performance to Shopping ads.  InteractiveH2O will now be able to more granularly manage shopping ads in Adwords and use search expertise to drive maximum ROI from this channel.

While this update provides transparency and flexibility, it also adds additional complexity to Google Shopping ads.  Advertisers will need to adapt more sophisticated strategies and detailed management in order to continue to drive effective performance.  Not adapting quickly will run the risk of declining return on ad spend and wasted media spend.

The Top 4 Google Shopping Changes

1. Benchmark Metrics

Shopping data

This new tool will provide advertisers a “benchmark CTR” and CPC that will show the average CPC and CTR of competitors within a product category. Eventually Google also plans to roll out impression share data that will allow advertisers to see how much available opportunity there is for a particular product.

The additional transparency that these benchmark metrics provide opens the door for advanced forecasting and insight into product performance. By applying search best practices, InteractiveH2O will be able to provide opportunity forecasting and advanced details surrounding product ads performance with this additional data.


2. New Products Tab Layout

Where as before many of the levers available in search did not exist in PLAs, these new changes add additional transparency and complexity. InteractiveH2O will be able to dive deeper into the data and manage shopping campaigns from the detailed, performance minded perspective that is currently being utilized in search.Traditionally, Product Listing ads made it difficult to segment products or view product data. Advertisers had to target all products or segment out manually and they had to log in to separate platforms to view detailed feed data. The new layout in the “Product Groups” tab will make it much easier to granularly manage Shopping campaigns. In this new layout, Google will automatically show all the available products from the feed and allows many ways to segment and optimize performance on each.

shopping segment


3. Product Groupings

Products can be subdivided and grouped into different categories, similar to how a keyword can be grouped into different ad groups. This will allow for custom messaging and bidding as well as advanced reporting. For instance, if you are using a top brand strategy, you can view how each product category within a brand is performing and apply custom optimization strategies to each. 

4. Exclusions

Advertisers can now easily lower bids or exclude product sub-groups from campaigns. This is a very useful feature if a specific product tends to generate less revenue or does not perform well, it can easily be downplayed in Shopping campaigns. By digging into the newly available data, InteractiveH2O will identify poor performing products and proactively set lower bids or recommend pauses to areas that may be hurting performance.

5 Reasons for Agencies to use a White label PPC Partner

white-label PPC partner enables your ad agency to provide expert pay per click management for clients. Now you can have a seasoned PPC team working behind the scenes to support your clients. White-label PPC management allows your agency to focus on clients, while PPC experts handle the paid search marketing. Here are five reasons to work with a white-label PPC partner.

1. Your agency can offer a high level of PPC expertise

White-label PPC management gives your agency access to seasoned pay per click experts. This team of veterans has experience with a variety of industries and specializations. Your clients work directly with a PPC manager that knows their industry. As a white-label partner, you can offer and promote this expertise to all your clients. A seasoned PPC expert can help you pitch this service to clients at the highest levels.

2. Lower cost than building an in-house team

Working with a white-label PPC partner means you avoid the high costs of hiring, training, and maintaining in-house staff. You only pay for PPC management when you need it, not when you don’t. This flexible partnership includes pricing that fits within your commission rates.

3. Scale your PPC team to expand or shrink as needed

Your PPC team can scale from a team of one to a team of five within a day. Use white-label PPC management on a continuous, project, or seasonal basis. You always have a team ready when you need it, but also have the option to scale back at any time.

4. Launch client campaigns with unparalleled speed

With a flexible PPC team, you can launch client campaigns in just days. You can quickly increase the size of your team when launching a PPC campaign. This unique team structure allows you to launch campaigns in a number of international markets at the same time.

5. Direct access to the PPC managers

Your agency and your clients work directly with the PPC managers. You receive full support from the time a campaign launches to the management and reporting phase. The process is entirely transparent with the PPC managers acting as an extension of your team.

Contact InteractiveH2O now to find out how white-label PPC management can benefit your agency.

5 Reasons it’s Difficult to Build a PPC Management Team


imageIn a rapidly changing industry like pay per click (PPC), the junior-level managers do most of the hands on work while strategy lives with a few senior experts.  So, most PPC managers have never handled direct client relationships while also managing accounts on a day to day basis. Ad agencies and marketing departments that need a PPC team are left without a lot of options.

Here are five reasons that make running in-house PPC teams a challenge:

1. Pay Per Click marketing is a high turnover industry

On average, most PPC managers only stay in the same position for a year and a half. They then move on to other companies for higher pay or a better title. So, it’s difficult to keep the same team together. This results in expensive hiring costs when you always have to train new employees.

Clients also get frustrated because their contacts are constantly changing. They prefer to deal with the same person on a regular basis. Those PPC managers gain a deeper understanding of the client’s industry when continuously managing the same account.

2. PPC is still new field with a shallow pool of talent

PPC is still a young industry with Google launching AdWords back in 2000. In a 13-year-old industry, it’s challenging to find experienced people who personally manage PPC accounts. Like any other field, the cream always rises to the top. So, the best PPC managers move up to a hands-off leadership role.

Most people want to get experience beyond just search marketing. That leaves the actual PPC management to people with only a few years of experience.

3. A lack of local expertise in smaller markets

There are probably enough qualified PPC experts in New York and Chicago. But, what if you need someone in Kansas City? Finding the right people in secondary markets can be a real challenge. There is a very shallow talent pool to pick and choose from in most places.

4. Demand for PPC fluctuates with seasonal demand

When you gain and lose clients, it’s hard to maintain staff. You need clients to hire people and a stable team in place to close those deals. It becomes a catch-22. Some clients may need PPC during the holiday season and then have to scale back for the rest of the year. Employees in-house have to get paid consistently regardless of the work available at any given time.

5. The best PPC experts are expensive & already employed

The most talented and experienced PPC managers command a high salary. That’s if they are available and looking for work. Most are already employed with large agencies or companies. It will take a big offer to sway them to jump ship from their current position.

 What are your alternatives?

An alternative used by some ad agencies and marketing departments is InteractiveH2O, a PPC management solution. As flexible partners, they provide access to external PPC teams. Clients always have expert teams ready to support them when needed.

Freelance Pay Per Click Management Increases Sales Leads

Pay Per Click Search, pay per click manager

Expert pay per click management of your paid search campaign increases the sales leads for products and services. Freelance PPC experts possess the technical resources and the experience to optimize your campaign without the high costs of an agency or full time hire.


The benefits of choosing the freelance PPC management solution are:

  • Full access to a freelance PPC expert at any time
  • Costs 40% less than an agency or an internal hire
  • No contract and no setup fee
  • No need to hire a full time employee
  • Flexibility to adjust budgets without additional costs

What is Pay Per Click Management?

Pay Per Click marketing is a form of online advertising where you pay for placement on a search engine (or social network) like Google, Bing, and Facebook. The advertiser pays the publishing site or search engine each time a prospect clicks on the ad. The number of clicks on your ads determines the cost of the PPC management campaign.

The position of the ad at the top or the right of the page depends on your bid amount per click. The more you bid for a position, the higher your ad is placed. PPC management also focuses on the other factors that affect an ad’s ranking. Relevant keywords/ad text, a high bid, and a strong click-through rate (CTR) will all result in a higher position for your ad.

For best results, your ad should rank in the top 3 page positions. A freelance pay per click management campaign ensures top position while obtaining the lowest cost per conversion possible.

3 Reasons to Launch a Freelance PPC Management Campaign

Pay per click management drives traffic to your website using keyword phrases relevant to your target audience. Here are 3 reasons to launch your freelance PPC management campaign today:

  1. Reach your prospects using relevant keyword phrases and local geotargeting.
  2. No wasted ad dollars because ads display only when a prospect searches for your offerings.
  3. You start generating leads and sales from day one.

 Optimize the Sales Experience – From Click-Through to Leads/Sales

Freelance pay per click management increases client leads and drives direct sales. A freelance PPC expert’s methods to accomplish this include:

  • Website and landing page analysis – landing pages are designed to convert clicks to customers.
  • Keyword research – extensive keyword research to ensure campaign uses all the relevant search terms.
  • Competitor analysis – your competition’s PPC ad copy and landing copy are analyzed.
  • Ad copywriting with A/B testing – ad copy research and testing maximizes click-thru rates
  • Advanced tracking and reporting – every dollar is tracked and reported back to the click and then lead, sale, or call.

So, if you are looking to increase client leads or drive direct sales, PPC management is the place to start.

Hire an Adwords Expert for a Higher Return on Investment

adwords, adwords expert, adwords certified

Hiring an AdWords expert to manage your pay per click (PPC) campaign provides a high ROI. Focus on developing your business, instead of learning the technical intricacies of Google AdWords. Google’s advertising program gets more technical and more competitive every year. Successfully managing an AdWords campaign requires constant upkeep and ongoing knowledge of Google’s search algorithm.

Without an AdWords expert, you’re forced to play a game of trial and error which could quickly burn through your budget. Hire a certified AdWords manager for complete control of your money, down to the cent.

 What is Google AdWords?

Google AdWords is Google’s primary advertising program and its main source of revenue. Google AdWords reaches 80% of Internet users in the United States. A user search prompts relevant ads to appear at the top and the right side of the Google search results page.


  • Your ads are displayed on the most used search engine in the world.
  • Tracks and reports every dollar you spend.
  • Pay only when users click on your ad.
  • Flexible – you can start with any budget and adjust later.
  • Target local prospects that can see your address in the ad.

 Hire a Certified AdWords Manager to Reach Your Target Audience

An AdWords expert drives traffic to your website using keyword phrases relevant to your target audience. Ads display only when a consumer searches for your specific products or services. Location targeting helps local clients find their way to your website. You reach relevant customers that are already searching for you without wasting advertising dollars.

An AdWords Expert Generates Leads and Sales Immediately

To measure the impact of your ads, an AdWords manager tracks every dollar to the click and then the lead, call, or sale. You know the exact cost of every click, leading to a lower cost per lead.  Advanced customized reporting is provided to ensure campaign transparency. With a PPC expert managing your AdWords campaign, leads and sales are generated from day one.

 Find the Right AdWords Manager for Your Campaign

When it comes to managing your AdWords account, your options are to manage it yourself or hire an AdWords expert:

 Managing it yourself – for monthly budgets under $2,000



  • Requires knowledge of Google AdWords and the Google search engine
  • Must spend a few hours every week
  • Failure results in wasted money

Hire an AdWords expert – for monthly budgets over $2,000


  • Time to focus on your business
  • No wasted ad dollars
  • Advanced tracking and reporting


  • Consulting fees
  • Dependence on the expert

If you don’t have the resources to successfully manage your own AdWords campaign, hire an AdWords expert to receive a high ROI.

PPC Consultants Help Ad Agencies Offer PPC Management


Hiring a pay per click consultant enables your ad agency or web design firm to offer top level PPC services to its clients as a white label service, a separate partnership, or an independent referral. Your agency avoids any conflict of interest since most PPC consultants focus on pay per click exclusively. Pay per click consultants work as freelancers to provide the services of a PPC agency or in-house expert at a fraction of the cost. PPC consulting provides a flexible, low risk solution that benefits your agency and its clients.

 Why Pay Per Click Consulting Makes Sense for Ad Agencies

Partnering with a PPC consultant allows your agency to consistently offer high quality PPC services to clients without the need for an internal hire. A marketing firm has to manage about $900,000 in paid search to break even for hiring a full time PPC expert. A pay per click consultant costs about 50% less than the average PPC agency.

For an ad agency, the pay per click consulting option means avoiding any contracts, setup fees, and minimum monthly budgets. It is scalable and includes the flexibility to manage changing client volume. Large accounts can be created quickly and shut down when clients don’t need PPC promotion.

3 Ways PPC Consulting Benefits Your Clients

Hiring a PPC consultant to manage your client’s paid search campaign on Google, Bing, and Facebook yields a high return on investment (ROI) in the following ways:

  1. Reach the target audience through specifically tailored keyword phrases and local geographic targeting.
  2. No wasted advertising dollars since ads display only when a consumer searches for a specific product or service.
  3. Advanced reporting means every dollar is tracked down to the keyword level and reported back to the click and then lead, sale, or call.

Leads and sales are generated from day one.

How the PPC Consultant and Ad Agency Partnership Works

Your ad agency can offer PPC consulting as a white label service, as a separate partner working directly with clients, or as an independent referral. A pay per click consultant charges 8% of media spend on average. The partnership includes full access to a PPC expert at any time including help with client pitches.

PPC consultants can comfortably manage monthly budgets from $2,000 up to $1 million. The best part is that your agency doesn’t need to manage client money. Google and other search engines invoice clients directly for media spending. This keeps costs low and provides more security to clients since they can monitor every media dollar spent.

So, what do you have to lose? Take advantage of this win-win situation and partner with an expert PPC consultant today.

5 Reasons to Hire a Freelance Pay Per Click Expert

Pay Per click, hire pay per click

A freelance pay per click expert provides you with the experience of an ad agency or full time employee without the high cost. The most affordable alternative to freelance PPC is managing your own pay per click campaign. But, paid search marketing has become a technical and competitive field. Efficiently managing a PPC campaign requires constant upkeep and continuous knowledge of changes to search engine algorithms.

Here are 5 reasons to hire a freelance pay per click expert, so you can focus on running your business:

1. Full access to a freelance PPC expert at any time.

A freelance pay per click expert answers directly to you. You get full access to his or her services at any time. On the other hand, an advertising agency serves a multitude of clients. That makes it difficult for your business to receive the attention you need, when you need it.

2. Freelance PPC costs you 40% less than an agency or an internal hire.

A freelance PPC campaign can be effective with budgets starting at only $2,000. Ad agencies are impractical for budgets under $25,000 due to high fees to cover large overhead costs. Hiring a full time employee is the most expensive solution with a minimum budget of $125,000 that covers salary and benefits in addition to your search marketing expenses.

3. No contract and no setup fee.

You can avoid getting locked into a contract or paying a setup fee by hiring a freelance PPC expert. This gives your business the ability to change as you see fit. In contrast, ad agencies traditionally require an annual contract and a high setup fee.

4. No need to hire a full time employee.

You save a large amount of money by using freelance PPC instead of hiring a full time employee. Experienced search marketing specialists are expensive. Depending on experience, the average annual cost of an internal hire is $85,000 when you include benefits. Having someone on board full time requires you to spend about $1.5 million per year to be more cost efficient than using an agency or a freelancer.

5. Flexibility to adjust your budget without an additional cost.

A freelance PPC expert gives you the flexibility to change your budget at any time without an additional cost. Ad agencies require a minimum monthly budget, while hiring a full time employee is not scalable. If your budget decreases, you cannot just pay your search marketing expert less.


A freelance pay per click expert has the resources to manage your paid search marketing campaign, saving you precious time and money. Skip the high costs associated with ad agencies and full time employees. Get the ad agency experience with the full access of an internal hire. Hire a freelance PPC expert today to get the best of both worlds.

Online Medical Marketing Ideas for Driving Patient Leads

How Medical Internet Marketing Generates Leads and New Patients

Medical internet marketing is a cost effective way to generate leads and drive new patients to your website today. According to Pew Internet, 80% of internet users search online for medical information. If you are not using medical marketing services like pay per click (PPC) to drive traffic to your site, then your competition is. Medical marketing media, such as a blog or a social media network, can increase your web presence even further.

What is Pay Per Click (PPC)?

Pay Per Click (PPC) marketing is a form of online advertising where you pay for placement on a search engine like Google, Bing, or Facebook. PPC has become a great medical marketing service to drive traffic to your website using keyword phrases relevant to your target audience.

Online Medial marketing, PPC medical marketing

So, let’s say a patient does a Google search for “family doctor in Chicago.” The most relevant paid ads for “family doctor in Chicago” are displayed at the top and the right side of the results page. These are the first results a user sees and the most likely to be clicked.

 Why doctors need medical internet marketing

Incorporating pay per click into your healthcare marketing campaign makes reaching your target audience easy. The keyword phrases are tailored specifically for your business.

Ads display only when a patient searches for your services. Geographic targeting ensures that the ads reach patients in your area. You start generating leads from day one without wasting any advertising dollars.

How medical marketing services generate leads

Pay per click offers a high return on investment compared to other medical marketing services. Money spent to acquire patients can be tracked to the cent, leading to a lower cost per lead. Every dollar is reported back to the click and then the lead or call. Since you only pay when someone clicks on your ad, you know the exact cost of every click. Prospective patients coming to your website are always relevant.

Google Adwords and Facebook Advertising are popular PPC options for healthcare advertising.

Google Adwords

Google AdWords reaches 80% of Internet users in the United States.


  • Your ads are displayed on the most used search engine in the world.
  • It tracks and reports every dollar you spend.
  • You only pay if users click on your ad.
  • Adwords is flexible, so you can start with any budget and makes changes later.
  • Target local patients who can see your address in the ad.

Facebook Advertising

Facebook claims to have over 1 billion users, making it the largest medical marketing media available.


  • Your ads are displayed on the largest social media network in the world.
  • Target ads based on location, demographics and interests.
  • Free tool to communicate with your patients.
  • Testing different ads on this platform is simple.
  • Facebook makes self-promotion easier than ever.

So, if you want to generate leads or drive new patients to your site, pay per click marketing is the place to start.

Hiring a Freelance Pay Per Click Specialist Option

pay per click,

A freelance Pay Per Click expert provides the experience of an ad agency or full–time search marketing employee without the cost. Efficiently managing search marketing takes an expert these days to remain competitive and a freelance search marketer can do this.


  • Full access to a search specialist any time
  • Traditionally cost 40% less than an agency or internal hire
  • No contracts or set–up fee
  • Don’t have to commit to a new hire or annual contract
  • Flexibility to adjust budgets without additional cost


  • Not a solution for large complicated search marketing programs
  • Not worth cost for budgets below $2,000

Budget Per Month: $2,000 – $125,000

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