Much like SEO, at the beginning of a PPC engagement, we first understand your business, it’s history (both quantitatively and qualitatively), and your goals and objectives. This helps us to build a strategy that aligns with those goals. During this process (there is usually more than one kick off-meeting) we perform the keyword research then work with you on refining the most appropriate targets. From there, we build a custom PPC strategy that will be the bridge to your goals. We ensure that tracking is 100% and that there is full transparency.
Keywords are the link between customers and your ads, so it is important to have this refined and rock solid prior to building the global PPC campaign. We work with you on identifying keywords that are appropriate for your budget and mirror the objectives of the campaign. This process can be thought of as two parts; the initial keyword research and the ongoing keyword research. The initial work is to lay the foundation and the ongoing to optimize and adapt the campaign for the current and upcoming search environment. The ongoing work involves regular reviews of the Search Term report for new keyword opportunities and negative keyword additions.
Ad Copy and Testing
The ad copy process is again a team effort between us and you in terms of putting together the framework for the ad copy. We create the ads using your messaging and branding. You can provide snippets for us to use or we can write the ad copy based on your site and marketing material. The ultimate goal of this process is to have the proper messaging and ads that captivate, inspire, and communicate with your audience. Additionally, the ads must be relevant to the targeting, keywords, and landing pages in order to gain the highest Quality Scores possible to keep your competitive positioning high, your costs low, and have the highest click through rates possible.
The ad copy process then continues with ongoing A/B split testing in which we have a base ad versus a test ad running against each other within each theme. We usually test a small variable until we have a statistical difference between the two and declare a winner. We then create a new test ad to compete with the base ad.
Besides the ad copy and testing we also integrate and test ad extensions such as sitelinks, call extensions, and all features available within Google Ads.
After the launch of the campaign, ongoing work to optimize the campaign is mandatory to increasingly drive leads/revenue, prevent wasted marketing spend, ensure competitiveness, and resolve any issues that may arise from ad issues, Google updates, and the like. Google Ads, and PPC ads in general, should NEVER be put on “autopilot” or have a “set it and forget it” approach, which are akin to burning money straight from your bank account and telling customers you don’t want them to work with you. This is why Google assigns the Premier Google Partner status to agencies like ours which provide the best-in-class management, support, and have dedicated account reps to resolve issues with priority over others.
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