Hong Kong's most innovative search marketing agency

15 years of experience
English and Chinese campaigns

Custom-built, cutting-edge tools
Proven results

Clients

How We Work

Search engine marketing (SEM) allows you to quickly get to the top of search results and only pay per click you receive.The higher the quality of your ads, the less Google charges you. That being the case, a top agency like Cogney can significantly increase the efficacy and ROI of an SEM campaign. Here's how we do it...

1. Research how people search

Imagine you're a Hong Kong travel agency wanting to expand to Singapore.

The first step is keyword research. This means looking at what keywords your site currently ranks for organically on Google, what keywords your competitors rank for organically as well as purchase ads for, and brainstorming additional keywords your site should go after.We don't just scratch the surface here, but love rolling up our sleeves to get into the guts of your business: gaining knowledge about your industry, your strengths and advantages within that industry, as well as the mindset and language used by consumers to search within a given product category.We take multiple passes going through all the keywords and make a final list containing only those that are relevant to your business.

2. Write ads that attract the attention of those people (while repelling those you don't want)

Once we know how people search, we create ad groups. These groups are the combinations of which keywords trigger which ads and go to which page on your website.

Each ad has several elements:
* headline
* description
* call outs
* site linksIt's important to
* use the keywords in the ad copy
* speak to searcher intent
* use psychology
* repel searchers who aren't your target audience so they don't click (you're charged per click)
* do all of the above while staying within Google's length limitsWe write multiple variations for each of ad element, which Google rotates and shares the performance data with us so we know what works and doesn't work and can adjust accordingly.

3. Learn from the data and make adjustments to improve performance

Once enough data comes in so we can make statistically confident decisions, we analyze the data and make any changes that would improve your performance.Our two goals here are:
- high conversions
- low cost per conversionUltimately we want to drive as many conversions as possible where the lifetime value of the conversion is greater than the cost of acquisition.

The Process in Detail

Pre-Launch

Before we commence set-up of a new ad campaign, we'll ask you for data from any ad campaigns you may have conducted in the past. Such data can give us a leg up on the optimization process.Next, we set you up for success:

Research keywords
Write ads
Set up analytics
Optimize landing pages
Create data feeds to pull in live data
Plan budget allocation
Brainstorm bidding strategy

Launch & Ongoing Management

Once the campaigns are live, we check on their performance every day. When we see statistically significant differences in the performance of different ads or keywords, we make adjustments to maximize your ROI.

Pace ad spend
Analyze search terms
Re-allocate budget
Adjust bids
Write new ad copy to A/B test
Maintain a "negative" keyword list
Monitor competitors
Test new landing pages
Make changes based on your marketing calendar

Key Performance Indicators

You get access to a real-time web dashboard to track performance. Metrics like cost per click and ROI are never a mystery.

How We Charge

There's two components to the cost:

The ad budget, payable to the search engine
The management fee, payable to Cogney

Your ad budget will depend on how many keywords you want to bid on, the search volume of those keywords, and the average bid amount of those keywords. In general, expect to spend at least HKD10,000/mo on your ad budget.

For the management fee, we charge based on how many ad groups we manage. An ad group is the combination of a group of related keywords and the ads that show for them. At minimum our management fee is HKD8,000/mo, which includes 5 ad groups.The choice of ad groups typically aligns to the goods or services you offer. The more goods or services you offer, the more ad groups you'll probably need to capture all the ways people search for them.

Start your ads today

You’ll get a reply in less than a day.

"Our performance keeps going up steadily."Walter Gutiérrez Omedè, Performance Marketing Manager

"The quality of leads from Google has improved."Daisy Jiang, CEO