PPC is in our DNA.
While we’ve expanded our service offerings, PPC will always be at the core of what we do. For a small to medium-sized business, it remains the best avenue for advertising simply because everything can be controlled, from the overall budget, to the amount we bid for keywords, to the ad creative, to when and how the ads get shown.
It offers an unparalleled opportunity to target a prospect who is in the mode to buy, and you can easily tailor their experience from click to purchase.
The concept is simple, the execution can be complex…Here’s a glimpse of how we approach a PPC campaign:
A keyword list is developed based on the client’s existing website and marketing goals, as well as competitor information. The keyword list will contain both generic single word terms and “long-tail” terms with multi-word phrases and keyword combinations.
The initial keyword list will be grouped into multiple campaigns based on topics or categories. Settings such as budget, bid type, location targeting, and network targeting (search or content) are all controlled at the campaign level. Each campaign’s keywords are further divided into ad groups based on sub-categories. Ad groups have unique ads specifically targeted to that set of keywords. Typical accounts will have a minimum of 5 campaigns with multiple ad groups per campaign.
Ad Copy Creation
Multiple unique ads are written for each ad group, targeted to that specific set of keywords. Ads are comprised of a headline, two lines of description, and a display URL.
Landing Page Development
One or more landing pages will be fully coded and developed, focusing on driving visitors to complete the “conversion” action, such as filling out a web from or completing a transaction. All web forms will be fully integrated with the client’s CRM tool. If desired, landing page(s) can include lead tracking scripts to capture information such as keyword and campaign data.
Landing Page Testing
Multiple landing pages will be tested against each other using Google’s Website Optimizer program. Winning landing pages will be selected based on the better conversion rate. Losing landing pages will be removed or replaced with alternate versions.
Account Maintenance and Optimization
Ongoing account maintenance and optimization will occur throughout the period following the account build-out and launch. During this time, new keywords will be added, low performing ads and keywords will be paused, additional ads will be implemented and bidding and budgets will be adjusted. If appropriate, landing pages and web form processes may also be adjusted to increase overall lead volume and conversion rate.
Client will be provided with weekly and/or monthly reports detailing campaign performance. Key metrics such as clicks, click-through-rate (CTR), conversions, conversion rate, and cost per conversion will be highlighted in these reports.