Pay-Per-Click Advertising

Since our process is performance driven. The first step is always to review performance of the your existing ad accounts.

This works by connecting your Google ads account to our dashboard.

Once completed, this will help us answer two important questions:

1) Is this account setup to connect money spent on ads to money coming in from new sales. (This is also known as, having 'conversion tracking' properly setup)

2) On which specific keywords and ads should this advertiser be spending more/less?

Google Ads uses 'conversion' data to decide where to spend your budget. Having conversion data setup wrong, usually directly leads to preventable wasted spend.

How to get correct conversion data is a bit different for different companies. The process usually involves getting all of your online tools 'talking to each other'.

Example: Connect the Google Ads to your Website, Connect Website and ecommerce platform, connect CRM data with phone calls, connect CRM data back into Google Ads.

Once we have an understanding of what your company has done in the past, we’ll study all your competitors. 

We don’t do this to copy individual competitors. Rather to understand the entire industry as a whole. Getting an idea for popular existing offers, commonly searched keywords, and other types of ads which could make sense for your company.

What is the perfect search on which your ad could appear? How much are we willing to pay for a click on that specific search?

These are the questions we're going to answer with keyword research.

After looking through the most common historic searches related to your products and service we'll come up with a plan. This plan will provide us with the main keywords we're going to attempt to target. At this point we'll also have an idea of exactly how much we'll have to bid in order for our ads to appear.

Ideally, we like to keep people’s existing ads running, and only change their bids and audiences. This way, we’ll know any changes in performance will be due to bid changes, and not changes in the ad itself. 

However, often times while researching competition and peoples searches, we’ll come up with an idea for a different ad. 

Or come up with an idea for a new type of ad to test out (example: call only ads, remarking ads, product ads)

We write all copy for our clients ads. We outsource design work to our professional design partners. 

Video ads are the only medium of ad which we do not create.

Once the keywords are set, and the ads have been created, the final step is set our bids. 

Often times starting bids will be dictated by your competition. Essentially reacting to how much established players are already paying for one click. 

Usually, we’ll set starting bids at the lowest possible level, and slowly raise throughout the first days. The point of this is to understand how little we can get away with paying for one click, while still appearing on the right searches. 

Eventually you're final bids will be based off of your return on ad spend. Ensuring your spending your budget on what actually works, not just what we think should work. (See step 8)

Some people view this as the final step in the process. 

However, this is where to fun part really starts. We’ll let each campaign run for enough time until we have a sense of what’s actually working. 

Often what actually ends up working, will be different from what we planned on working earlier during keyword research. Once we have this understanding, we’ll be ready to make proper adjustments in our next step.

Due to how most advertising platforms work. Once an ad is created, we try to make limited changes to the copy and design.

Instead of attempting to improve the message, we focus on improving the ad's audience. We do this once a week in two different ways:

1) By Re Bidding. This is the process of allocating your ad spend, into the best performing ads and keywords.

2) By Adding Negative Keywords. Negative keywords are searches on which your ad should NOT appear.