Our PPC Management Process
This is the process we go through with our clients to manage their PPC (pay per click) marketing campaigns. We try to be very social throughout the process and maintain excellent communication with our clients.
1. Initial Meeting & Planning
We sit down and meet with you and discuss your goals, budget, and strategy with Google Ads. We also look at your Google Ads campaign at this stage to see how it is performing, what can be improved, tweaked, etc. We then sign you on as a client if we think we can be a good fit and help you with your campaign.
2. Campaign Tweaking & Adjustment
At this part of the process we will sit down and our team will carefully begin to adjust and tweak your Google Ads strategy. We will also call you and update you on what changes we are making. We will optimize everything including your ad copy and implement A/B testing as well to make sure your campaign will work. We also make sure Google Analytics is set up and working properly on your website and link Google Analytics to Google Ads as well. We can also set up media on your website to help your on-page conversion rate.
3. Data Collection & Campaign Improvement
Once the campaign runs with the changes, we will begin to be able to collect important data that will help us improve the campaign even further.
We will find the “hidden lowest cost” possible to select for the keywords you have chosen, while still enabling your ad to run through Google’s platform. We will then tweak various components of your campaign to improve your CTR (click through rate), conversion rate, and on-page user experience signals. We will also ensure you are utilizing social media to get the most out of your PPC campaign. (Nobody knows about this!)
We will also make sure to utilize ad extensions such as placing your phone number on the advertisement to make it easier for customers to contact you as soon as they see your advertisement. We also help our clients use additional text callouts on their ad to attract the attention of potential customers.
We do work with Google’s Display Network as well to utilize graphical ads with your logo and branding on them. We do prefer Search Network as it has a higher conversion rate in our experience, although imagery and customers seeing your logo can help with building brand awareness.
4. Reporting & Results Discussion
We will send you a monthly report showcasing the changes we have made, how it has affected your campaign, and the number of clicks, impressions, conversions, etc. you have received. We will also send you data from Google Analytics showcasing user behavior on page and suggest further improvements we can make to allow your campaign to flow even more smoothly.
During this part of the process we can discuss enabling remarketing, which is utilizing ads to follow people around over the web that have already seen your advertisements. This can be a great way to recover some of the users that have “slipped through the cracks” and who have seen your ads already. (If you already paid for impressions, why not turn those impressions into conversions through remarketing…?)